Young adults increasingly prefer low and no-alcohol alternatives, Portman Group survey finds 

UK – Young adults in the United Kingdom are increasingly developing a liking for low and no-alcohol alternative, according to a recent survey by Portman Group. 

Now in its sixth year, the survey conducted in partnership with YouGov sampled 2,197 adults and provides further insights into evolving drinking habits. 

According to the study, the number of young adults (those aged between 18 and 24), identifying as occasional or regular drinkers of alcohol alternatives increased in 2023, reaching 44% compared to 31% in 2022. 

Approximately 23% of respondents noted a decrease in alcohol consumption due to these alternatives, up from 21% in 2022.  

Furthermore, 35% now consider themselves occasional or regular drinkers of such products, a notable uptick from 29% in the previous year. 

Matt Lambert, CEO of the Portman Group, said: “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”. 

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”. 

The survey found that the most common motivations were to avoid excessive drinking at social events and to facilitate responsible driving. 

Matthew Orme, director at Wenlock Spring, says the market will continue to grow in 2024 as consumers seek more varied drink options to fit in with their healthier lifestyles.  

“I think the market will continue to grow as the general population are always looking at healthier lifestyles and the reduction of alcohol will form part of that feel-good factor.” 

Orme also believes that improving taste profiles of low and no-alcohol drinks is expect to attract more consumers to the category. 

He said: “The taste of low- and no-alcohol drinks has also greatly improved over the last couple of years and it has become harder to taste the difference.  

What it means is retailers can’t afford to ignore this trend and while it probably still represents less than one per cent of total beer sales in the UK today, that per cent will change as the appetite for more low- and no-alcohol drinks gains more traction and becomes more mainstream.” 

Liked this article? Subscribe to Food Business Africa News, our regular email newsletters with the latest news insights from Africa and the World’s food and agro industry. SUBSCRIBE HERE