Research identifies new flexible drinking trend

A new report has revealed that consumers are no longer just drinking less, but drinking differently.

According to KAM Insight's Drinking Differently: Low & No 2025 report, a more flexible, dynamic drinking culture is emerging, with a growing number of consumers swapping, mixing and pacing their drink choices depending on the occasion.

The findings show that nearly 36m UK adults are actively moderating their alcohol intake (76% of those who drink alcohol) but not in a rigid or restrictive way.

Instead, they are weaving together full-strength, mid-strength and alcohol-free options to suit the moment. Less than two-in-three drinks consumed in hospitality venues are now full-strength.

"Forget all-or-nothing approaches to alcohol," says Katy Moses, managing director at KAM Insight. "The UK’s drinking habits are undergoing a transformation, not defined by strict abstinence or even a linear reduction, but by flexibility.

"Moderation today doesn’t mean giving up alcohol. It means drinking more intentionally, more flexibly. This new blended approach to booze is changing how people drink and more importantly, how they want to be served."

Cool and coasting

While last year’s report identified a growing consumer trend towards 'zebra striping' (alternating between alcoholic and alcohol-free drinks within a single occasion), this year’s research highlights different moderation tactics which are being embraced, including one-in-five who actively opt for mid-strength options throughout an occasion. This is referred to as ‘coasting’.

The research showed that 31% of people will now choose a low- or no-alcohol beer when visit a hospitality venue and not drinking alcohol. This is up from just 9% five years ago, meaning that low and no beer has jumped from seventh to second most popular drink choice when not drinking alcohol in a pub, bar or restaurant.

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