Gen Z continues to drive no and low

A new survey has found that the number of 18- to 24-year-olds who consume non-alcoholic drinks has increased once again, with this consumer bracket continuing to drive the category forward.   

While pub and bar operators will know that young people are the biggest consumers of low- and no-alcohol alternatives, the Portman Group’s sixth annual survey in partnership with YouGov has found that nearly half (44%) of 18- to 24-year-olds surveyed consider themselves either an occasional or regular drinker of alcohol alternatives, compared to 31% in 2022

Trends also show that Generation Z are now the most sober age group overall, with 39% of 18- to 24-year-olds not drinking alcohol at all.

The results show a rise in respondents who have seen their alcohol consumption decrease as a result of low- and no-alcohol products (23% compared to 21% in 2022) and over a third (35%) of those surveyed now consider themselves an occasional or regular drinker of alcohol alternatives – a significant increase from 2022 (29%). 

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

UK consumers most often drink these products alternating with alcohol or on drink-free days during the week, and 83% 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," says Matt Lambert, CEO of the Portman Group.

"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."

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