Savvy’s latest Shopper Panel research reveals a continuing shift in UK drinking habits, with growing numbers of shoppers reducing their alcohol intake or choosing alcohol-free alternatives. The research, conducted in September 2024, surveyed 1,004 UK adult shoppers, providing insight into the evolving landscape of alcohol consumption and the potential implications for soft drinks brands.
UK alcohol consumption trends are changing
Savvy finds that while a significant majority of shoppers (83%) reported having had at least one alcoholic drink in the past year, only about three-quarters (73%) had done so in the past month. Declining alcohol consumption is more pronounced among younger age groups, with Gen Z (18-24 years) being the least likely to drink regularly.
Around 53% of respondents stated that they now drink less alcohol than they did a year ago. The primary driver of this change appears to be a growing health consciousness among consumers, with 68% agreeing that they would reduce their alcohol intake if they wanted to lead a healthier lifestyle.
Why more younger Brits choosing not to drink
Among those who have not consumed alcohol in the past year, health concerns were a significant factor, with 36% citing it as the reason for not drinking. Other notable reasons included a dislike of being drunk (30%), a preference for non-alcoholic drinks (22%), and negative past experiences with alcohol (20%). Social factors also played a role, with 6% stating that drinking alcohol is not fashionable and 3% indicating that their friends do not drink often or at all.
The rising popularity of alcohol-free alternatives
The momentum behind alcohol-free drinks is growing. Savvy’s research highlights that 43% of shoppers have had an alcohol-free beer in the past year, while 33% have tried an alcohol-free spirit, such as gin or whisky. These numbers tally with significant sales growth in the no and low-alcohol category in recent years.
The research also finds that these alternatives may be taking market share from traditional soft drinks. Approximately 31% of respondents thought that the availability of low and no-alcohol drinks has reduced their soft drink consumption. This trend appears to be driven partly by taste preferences, with 32% agreeing that low and no-alcohol drinks taste better than soft drinks, especially among younger audiences.
The growth of low and no alcohol drinks and its impact on soft drinks
The impact of the low and no-alcohol trend on the soft drinks industry is worth consideration, with a sizeable 52% of shoppers agreed that soft drinks brands need to adapt due to the growing popularity of alcohol-free beer and spirit alternatives.
To learn more about these research findings, please provide your contact details here.