Four in ten Britons are drinking less, but quality and moderation are reshaping alcohol choices
New research finds consumers are drinking less often, but still engaging with alcohol through social occasions, premium choices and no/low alternatives.
Britain’s relationship with alcohol is changing, with new research from The Harris Poll UK, a Stagwell Company, finding that 41% of UK adults are drinking less than they were two to three years ago, compared with 17% who say they are drinking more.
However, the findings suggest this is not a story of disengagement. Nearly half of adults still drink weekly or more, while 73% have consumed full-strength alcohol in the past six months.
Instead, the research points to a more intentional drinking culture, where consumers are drinking less often but placing greater emphasis on quality, occasion and choice.
Key findings
41% of UK adults say they are drinking less than they were two to three years ago, while 17% say they are drinking more.
73% have consumed full-strength alcohol in the past six months.
35% have consumed low or reduced alcohol drinks in the past six months, while 26% have tried no-alcohol alternatives.
17% of UK adults are consciously alternating between alcohol and no/low options, rising to 27% among 25 to 34-year-olds.
Among UK drinkers, 30% say they are willing to pay more for higher-quality drinks, while another 30% trade up for special occasions.
In whisky, only 24% of drinkers say they are loyal to a single brand, while 32% rotate between a trusted set and 24% actively experiment.
Moderation is not market exit
The findings suggest that moderation is becoming a mainstream behaviour, but not necessarily a sign that consumers are leaving the alcohol category altogether.
Social occasions remain central to drinking behaviour. Among UK drinkers, 61% say they drink when socialising with friends, 58% at celebrations and 54% in bars or restaurants.
But expectations within those moments are changing. Consumers are becoming more intentional in how they choose what to drink, with decisions increasingly shaped by occasion, mood and context.
Younger drinkers are driving no and low experimentation
The shift is particularly visible among younger consumers. Among those aged 25 to 34, 54% have consumed low or reduced alcohol drinks in the past six months, compared with 20% of those aged 55 and over.
The research also highlights the rise of “zebra striping”, where consumers alternate between alcoholic and no or low-alcohol drinks during the same occasion. Overall, 17% of UK adults say they are consciously doing this, rising to 27% among 25 to 34-year-olds.
Drinkers are trading up for the right occasion
Moderation also appears to be changing what consumers value when they do choose to drink. Among UK drinkers, 30% say they are willing to pay more for higher-quality drinks, while a further 30% say they trade up for special occasions. By comparison, just 14% say they are primarily driven by value.
The findings suggest that, as drinking becomes less frequent for many consumers, brands may need to work harder to justify their role in specific moments, from celebrations and meals out to mixed-drink occasions and at-home treats.
The research also highlights changing behaviour in categories such as whisky. While whisky remains strongly associated with premium cues, tradition and special occasions, younger drinkers are more likely to connect it with social and mixed-drink settings. Among 25 to 34-year-olds, 65% associate whisky with social occasions and 36% with cocktails.
What this means for brands
Sarah Beams, Managing Director of The Harris Poll UK, said:
"The market is not disappearing but becoming more deliberate: UK consumers are drinking less and choosing more carefully. The challenge for the industry is no longer to drive more consumption, but to ensure that each drink earns its place alongside no and low alcohol options. To navigate this shift, brands need to truly understand how to maximise the breadth of moderate occasions their product can play a part in."
The research also points to a more competitive brand landscape. In whisky, only 24% of drinkers say they are loyal to a single brand, while 32% rotate between a trusted set and 24% actively experiment.
This creates both a challenge and an opportunity. As drinkers become more open to switching between brands and formats, those that can clearly communicate quality, relevance and occasion-led value will be better placed to stand out.
The Harris Poll UK concludes that the future of the alcohol market will be shaped by brands that understand moderation as a behavioural shift, not simply a reduction in consumption. As drinking becomes more selective, the challenge for the industry is no longer to drive more consumption, but to ensure that each drink earns its place.
ENDS
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Notes to editors: Research conducted among 1,000 nationally representative UK consumers via an online panel.
Further insights can be found here: https://www.theharrispoll.co.uk/insights/blog/fewer-drinks-higher-stakes-unlocking-growth-for-brands-in-a-moderating-market
About The Harris Poll UK: The Harris Poll UK, a Stagwell company, is a leading market research and strategy consultancy helping the most recognisable organisations understand what matters most to their customers. Combining advanced digital research, behavioural science and proprietary real-time technology, we deliver insight at scale, analysing over one million surveys and 40,000 emotion data points each month.
From bespoke consultancy to continuous brand measurement, we help organisations understand how their brand is performing, where it stands against competitors and where it needs to go next in a fast-moving consumer landscape. By uncovering emotional drivers, unmet needs and emerging consumer trends, we support confident decision-making and help turn insight into meaningful competitive advantage.
