Some 76% – which is roughly 39.8m over-18s in the UK – are actively moderating their drinking, according to the Low + No Drinking Differently 2025 report from KAM, in partnership with Lucky Saint.
The report also discovered one in three people are ‘zebra striping’ in a single outing with 34% of adults now alternating between low & no drinks and alcoholic drinks, which is up from 28% in 2024.
Meanwhile, one in three pub visits are alcohol-free and a quarter of UK adults choose to make their final drink an alcohol-free one, in order to stay out longer.
Year-round habit
Alcohol-free consumption, and a drive of consciously choosing to drink less alcohol, is now a year-round habit for UK adults.
Health is the main driver of people consuming fewer alcoholic drinks, according to the report with 82% of UK adults citing improving overall health and lifestyle as their main reason for reducing alcohol intake.
Some 71% now consider the health impact when choosing drinks in pubs, bars and restaurants – rising to 90% among 25 to 34-year-olds.
Almost 40% of all drinks consumed aren’t full-strength alcohol while low & no beer is now the second most popular choice for non-drinkers in pubs, up from 7th place last year – the increase to 31% who would choose to order a low or no drink is up from 23% last year and up from 9% five years ago.
Lack of options
The report pointed out people across the UK are embracing alcohol-free drinks, due to the positive health impact they are having. There is a continued drive to improve physical and mental wellbeing, and alcohol-free drinks are playing a key role within that.
Expectations are shifting within the low & no world too. Some 37% say they’ve left social occasions early in the past three months due to a lack of appealing low & no options, which is a rise from 31% in 2024.
Other findings include 35% say it’s important pubs and bars offer alcohol-free beer on draught, 59% of Brits say there is less stigma around drinking alcohol-free drinks than there used to be and 36% of Brits says it’s becoming less acceptable among their peers to ‘get drunk’ with 30% of those aged 55 and older agreeing.
