A new report from Drinkaware has revealed that 49% of young adults are now choosing no and low-alcohol drinks to moderate their drinking, nearly double the figure from 2018. The shift is also being mirrored more broadly, with 44% of all UK adults now opting for no and low alternatives as part of their drinking habits.
The findings, drawn from Drinkaware’s annual Monitor survey – the only nationally representative study of UK drinking behaviour – suggest a cultural shift in attitudes to alcohol and present clear opportunities for on-trade operators to respond to demand.
Crucially, uptake of alcohol-free drinks by ‘risky drinkers’ – those exceeding the Chief Medical Officers’ low-risk guidelines of 14 units per week – has more than tripled since 2018, rising from 7% to 23% in 2025. Among that group, 59% said they use no and low-alcohol drinks as a substitute for stronger options, while a further 25% use them flexibly, depending on the occasion.
The report also tracks rising consumer interest in moderation, with the number of UK adults using alcohol-free options to cut back rising from 18% in 2018 to 31% in 2025, while consumption of low-alcohol products has increased from 25% to 33% over the same period.
But while demand is clearly growing, the research highlights that operators still have work to do. The report specifically identifies that “visibility in pubs, restaurants, and bars remains inconsistent” – and points to taste, availability, price, and social perceptions as ongoing barriers to wider adoption in hospitality settings.
There’s also a significant knowledge gap among consumers. Only 26% of drinkers can correctly define “alcohol-free” and just 16% understand what counts as “low-alcohol” – suggesting venues have an opportunity to educate customers through clearer menu labelling, staff training, and point-of-sale materials.
The report also highlights varied motivations for choosing no and low options, including health benefits, increased availability, and curiosity—factors that underline a broader consumer appetite for choice and control when drinking out.
Demographically, the 18-34 age group and more affluent (ABC1) consumers are leading uptake, though the research notes that over-55s and less affluent drinkers have been slower to adopt – representing potential untapped markets for operators who can address barriers around price and perception. Importantly for the trade, the research also shows that 59% of those choosing no and low options use them as replacements rather than additions to regular-strength drinks.
Laura Willoughby, CEO and founder of Club Soda, said: “Half of young adults moderating their drinking isn’t a fad, it’s a cultural reset. The old idea that you need alcohol to have a good time is collapsing, and people are rejecting the limits that come with it. The smartest retailers and venues are already adapting, because offering great alcohol-free drinks is no longer a nice-to-have, it’s a business essential.”
Karen Tyrell, Chief Executive of Drinkaware, said: “It is great to see young adults leading the charge in the growth of no & low drinks. But it is the rise in their use by risky drinkers which shows their potential for helping to reduce alcohol harm. The Government’s Ten-Year Health Plan for England rightly highlights their growth as an important tool in tackling alcohol harm. Swapping a regular beer, wine or cocktail for one of the many no and low-alcohol alternatives is an easy way to cut down on your drinking.”
Drinkaware’s report concludes that “retailers have a window of opportunity” to shape this growing category through increased availability in on-trade settings, competitive pricing, and inclusive product ranges.
The research comes as the Government has committed to launching a public consultation on whether to increase the threshold for a drink to be labelled ‘alcohol free’ from 0.05% to 0.5% ABV to bring the UK in line with other European markets and could pave the way for wider product development.
Drinkaware’s full report is available for download now via their website here