Huge rise in 18-24-year-olds drinking low and no alcohol products, survey finds

A new survey has revealed the rise in popularity of low and no alcohol alternatives, with young adults now the biggest consumers.

The Portman Group’s sixth annual survey in partnership with YouGov has shown that nearly half (44 per cent) of 18-24-year-olds consider themselves either an occasional or regular drinker of alcohol alternatives, compared to 31 per cent in 2022.

Trends also show that the younger generation are now the most sober age group overall, with 39 per cent of 18-24-year-olds not drinking alcohol at all.

The results show how low and no alcohol products have contributed to increasing moderation among UK drinkers – with a rise in respondents who have seen their alcohol consumption decrease as a result of these products (23 per cent compared to 21 per cent in 2022) and over a third (35 per cent) of those surveyed now consider themselves an occasional or regular drinker of alcohol alternatives – a significant increase from 2022 (29 per cent).

The Portman Group said its research continues to tell a positive story of how low and no products have become an important and normal part of how the UK public moderate their drinking and tackle potential harm – with three quarters (75 per cent) of UK drinkers having at least tried a low and no alcohol alternative, compared to a third (33 per cent) of non-drinkers.

For the sixth year in a row the most popular reasons to drink alcohol alternatives are to avoid drinking excessively at social events and being able to drive home.

Of those who could recall, UK consumers most often drink these products alternating with alcohol or on drink free days during the week and 83 per cent first tried an alcohol alternative through a product which shared branding with an alcoholic product.

“It is welcome to see a further rise in the popularity of low and no alcohol alternatives as well as further evidence of how they are an important tool to help UK drinkers, particularly younger adults, to drink responsibly,” Matt Lambert, chief executive of the Portman Group, said.

“The availability of alcohol alternatives has never been more abundant, and we eagerly await the outcome of the recent UK Government consultation on low alcohol descriptors, which we hope will further facilitate the growth of the UK low and no alcohol market.”