The so-called “Millennials” are eight times more likely than over-65s to replace alcohol with alcohol free beer in January, with only one in 100 of the elder generation doing so compared to one in 12 (8%) young adults.
The younger generation is also four times more likely than over-55s (2%) to drink alcohol-free beer instead of alcohol next month.
The ComRes survey, commissioned by AB InBev UK, indicates that twice as many 18-34 year-olds (17%) as over 55s (8%) said it is likely they would drink alcohol-free beer at Christmas and New Year.
Meanwhile, almost one in five (18%) of those reducing their alcohol intake next month said they would consume alcohol-free beer.
The survey also found that three in 10 (29%) of those who drank alcohol-free beer over the festive period chose the beverage to create a good impression – either with in-laws or work colleagues.
Previous research commissioned by AB InBev UK showed that almost half (49%) of British adults think alcohol-free beer is more socially acceptable than it was five years ago.
Nick Robinson, marketing director at AB InBev UK & Ireland, said: “We’re really excited by the survey’s findings, and it is great to see customers planning on enjoying alcohol-free beers after the busy festive period.
“Offering consumers choice is an important part of our commitment to responsible drinking and we are proud to brew Beck’s Blue, the market leading alcohol-free beer.”