UK adults continue to embrace moderation

The Portman Group’s latest YouGov‑backed survey reveals a UK drinking landscape increasingly defined by moderation – and a consumer base that is more engaged than ever with low and no alcohol options. According to the eighth annual study, 86% of UK adults now either abstain entirely or drink within the chief medical officer’s low‑risk guidelines of up to 14 units per week.

More than half of adults (53%) consume 14 units or fewer, including a substantial 35% who drink five units or less. A third of the population (33%) does not drink at all, while only 11% exceed recommended limits – underscoring a long‑term shift towards mindful consumption.

Low and no alcohol products continue to play a central role in this behaviour. Among alcohol drinkers, 36% now consume low/no options on a semi‑regular basis. Younger adults remain the most engaged – 43% of 18–24s and 40% of 35–44s choose these products – but the most notable growth is coming from older consumers. Semi‑regular consumption among over‑55s has risen to 35%, up from 25% in 2022, signalling broadening demographic appeal.

For the eighth consecutive year, the leading driver for choosing low/no drinks is the desire to drive home safely (35%), followed by the ability to socialise without excessive drinking (24%). These motivations highlight the category’s role in supporting responsible consumption and reducing alcohol‑related harms such as drink‑driving and binge drinking.

Crucially for the trade, nearly a quarter (24%) of drinkers who have tried low/no products say these alternatives have helped them cut back on alcohol – reinforcing their value as practical moderation tools rather than mere novelty offerings.

This year’s survey also explored the age at which consumers first try low/no products. Only 7% reported first trying them before turning 18, reflecting the sector’s strong adherence to responsible marketing and retailing practices. With the Government considering restrictions on sales to under‑18s, the industry’s proactive use of Challenge 25 and Portman Group guidance remains central to maintaining trust and compliance.

The findings also show that public concern about teenagers consuming low/no drinks is minimal (9%), especially when compared with issues such as illicit drug use or vaping (64%), social media (62%), self‑harm (49%), or energy drinks (46%).

Overall, the 2025 results confirm a sustained cultural shift: moderation is now mainstream, and low/no alcohol products are firmly embedded in the drinking repertoire across all age groups.

Portman Group CEO Matt Lambert said the data demonstrates “a large proportion of UK consumers continue to drink moderately and that low and no products help them to do this,” adding that the sector is now “a mainstream choice helping people to drink responsibly while still enjoying social occasions.”

Photo by Andra C Taylor Jr on Unsplash