49% of young people in the UK are choosing low- and no-alcohol drinks to moderate their consumption, a sharp increase from just 28% in 2018, according to Harpers Wine & Spirit. A growing consumer trend towards moderation is reshaping beverage consumption across the UK.

Consumer demand for low- and no-alcohol beverages is rapidly increasing. Yet, the data and policy frameworks needed to support this shift are only just beginning to be collected and considered. Industry players move quickly, creating a complex situation for regulators and public health bodies.

The UK's low- and no-alcohol market stands on the cusp of significant regulatory and product evolution. Consumer behavior drives this, but emerging data and policy decisions will shape it. Club Soda has launched the first 'benchmarking' survey of the low, no, and mid-strength sector to gather data for government policymaking, according to Harpers Wine & Spirit. Club Soda's 'benchmarking' survey is a critical step towards formalizing understanding and regulation of a rapidly growing beverage category.

The Sober-Curious Surge: A Widespread Shift

  • 49% of young people in the UK are choosing low- and no-alcohol drinks to moderate their drinking, an increase from 28% in 2018, according to Harpers Wine & Spirit.
  • The proportion of adults using alcohol-free and low alcohol drinks to reduce alcohol consumption increased from 35.0% in October 2020 to 43.9% in August 2024, according to pmc. Older adults showed larger increases over time in the use of alcohol-free and low alcohol drinks compared to younger and middle-aged adults, according to pmc. Alcohol moderation is accelerating across all adult age groups in the UK. While young people drive the low/no-alcohol trend, older adults show the fastest rate of increase in adoption. This indicates a broader societal shift beyond just youth culture.
  • Older adults showed larger increases over time in the use of alcohol-free and low alcohol drinks compared to younger and middle-aged adults, according to pmc.

Alcohol moderation is accelerating across all adult age groups in the UK. While young people drive the low/no-alcohol trend, older adults show the fastest rate of increase in adoption. This indicates a broader societal shift beyond just youth culture.