Britain's summer drinking habits are undergoing a noticeable shift, with younger consumers increasingly choosing hydration products, soft drinks and healthier beverage options, reveals a new research, suggesting fresh opportunities for convenience retailers.
While Gen Z is leading the trend, the findings suggest a healthier approach to summer is beginning to influence the wider population.
Nearly three in 10 (29%) UK adults say they are drinking less alcohol than in previous summers, while more than half (53%) would now rather spend time on coffee dates, walks or wellness activities than in pubs and bars.
The biggest shift is among younger adults. More than half (54%) of the 18-34 year-olds surveyed say they want to try wellness experiences such as hot Pilates, sauna sessions and ice baths this summer, compared with just one in five (21%) adults aged 45 and over.
It’s not simply that Gen Z are drinking less – they’re becoming more selective about what they drink too. 53% of those aged between18 and 34 are opting for alcohol-free drinks that offer added health or functional benefits when socialising, almost double the proportion of adults aged 45 and over (28%).
The trend also reflects a growing focus on wellbeing beyond alcohol. More than half of Brits (56%) say they pay greater attention to hydration and electrolyte intake during heatwaves, while a quarter (26%) of 18 to 24 year-olds say they consciously moderate their alcohol intake at social occasions, compared with just one in ten (11%) adults aged 55 and over.
On the other hand, older generations are more likely to stick with established habits, with more than a third (37%) of over-55s saying their drinking habits have not changed. However, the findings suggest the health-conscious behaviours being embraced by younger adults are beginning to reshape Britain’s wider summer culture.
Dr Carrie Ruxton, dietitian and co-owner of Salt St Andrews gym, said: “For decades, the British summer has been on pub gardens and barbecues, but our research suggests younger adults are redefining what socialising looks like.
"They’re still getting together with friends, but they’re increasingly choosing coffee dates, walks, fitness classes and wellness experiences, while also being more mindful about what they drink.
“Hydration is becoming the main priority during warmer weather, which is encouraging to see. Tap water is not to everyone’s liking so it’s worth opting for a small daily glass of 100% orange juice which contributes fluids while providing potassium, an electrolyte lost through sweat, alongside vitamin C and naturally occurring plant bioactives, like hesperidin.”