Three in four UK adults who drink alcohol are actively moderating, while the proportion consuming alcohol more than once a month has fallen to 88%, from 93% in 2023 and 95% two years ago, according to a report from research consultancy KAM and no-alcohol beer brand Lucky Saint.
The report also found that there was a notable trend towards “zebra-striping” – alternating alcoholic and non-alcoholic drinks in the on-trade, with a quarter of respondents using it as a strategy to moderate their alcohol consumption.
“The future of socialising in the UK will certainly be less-centred around alcohol,” said KAM managing director Katy Moses.
Lucky Saint founder Luke Boase added: “We’re seeing a rapid cultural shift in attitudes towards alcohol.
“There is a great opportunity for alcohol-free drinks to have a huge positive impact on the health of the nation and the report shows that continuing to improve availability and visibility of quality alcohol-free options will be critical in making that happen.”