This figure rises sharply among younger adults, with 67% of 25 to 34-year-olds and 59% of 18 to 24-year-olds saying they have done the same.
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The findings came from the KAM Low + No 2026 – Drinking Differently report, which was launched at an event in late June. The day included a panel discussion about weight loss drugs and functional drinks.
Other statistics to come from the report’s launch included more than a third of pub and bar visits are alcohol-free, 45% of UK adults have tried zebra striping and 71% of drinkers are using different tactics to consciously drink less alcohol.
Going to the pub and not consuming alcohol make up 35% of on-trade visits. This is up from 25% in 2021 and the highest since KAM started tracking the data in 2020.
53% of UK adults consume low & no drinks monthly
The number of people zebra striping (alternating between alcoholic and alcohol-free drinks) when drinking out of home has risen to 45% from 34% in 2025 – KAM stated this is the largest increase in the behaviour since it began tracking such behaviour.
This is supported by the expansion in reach of low & no around the UK, with 29m UK adults (53% of UK adults) consuming low & no drinks on a monthly basis now. That is up from 40% in 2023, a 7.1m increase. At the same time, 71% of drinkers, equivalent to 39.2m people, are using different tactics to actively reduce their alcohol consumption.
Brits would welcome more alcohol-free options to match their drinking habits, said KAM and its findings reveal 74% say more low & no options could make venues feel more inclusive; 46% said being able to order ‘under the radar’ makes them more likely to continue going out and socialising; 31% of over-55s say it is becoming less acceptable to ‘get drunk’ among their peers and 35% of people who are zebra striping do it to extend social occasions.
KAM managing director Katy Moses added: “The narrative around drinking has become too simplistic. This isn’t a story about Britain giving up alcohol, it’s a story about Britain drinking differently.
“Consumers are becoming much more deliberate in their drink choices – alcohol is no longer the default. The same consumer is increasingly switching between alcoholic, mid-strength, low & no and other non-alcoholic drinks depending on the occasion, their plans for tomorrow and what they want from that moment.
“That has significant implications for both drinks brands and hospitality venues. Success will come from understanding occasions, not categories, and giving consumers the flexibility to choose the right drink for every moment. The venues that succeed will be those that make these choices feel just as visible, credible and enjoyable as any other drink on the menu.”
Normal part of socialising
Luke Boase, founder of alcohol-free beer producer Lucky Saint said: “The rise of the ‘Stealth Pint’ is fascinating. I still hear from people who love having alcohol-free beer but would rather have it served in a plain glass.
“It shows how alcohol-free has become a normal part of how people socialise, even if they’re not always talking about it openly. Over time we will see that stigma erode, as availability expands further, more people regularly consume alcohol-free products and see the health benefits from doing so.
“As a nation, we’re drinking more alcohol-free than ever before, as we drink less alcohol. I’d expect that the UK will continue to embrace different ways to drink alcohol-free, whether that’s through tactics such as stealth pints and zebra striping, or across different occasions throughout the week.”
Further statistics from the report show:
• 59% of UK adults have consumed low & no in the past three months, 85% among 25 to 34-year-olds
• In pubs and bars, consideration for drinking alcohol-free across UK adults has gone from 11% to 2021 to 29% in 2026
• 50% of UK adults who watch sports in pubs say that having alcohol-free beer would make it easier to stay out on a work night
• 59% of UK adults track their health metrics to some extent when out drinking alcohol – this is at 84% for 25 to 34-year-olds
• 81% of people who track their health metrics have made changes to their drinking behaviour as a direct result of seeing alcohol’s impact on their health metrics
• 35% of people who do so, choose to drink fewer alcoholic drinks overall
• 53% of people say they would be more likely to choose a low & no drink that claims a specific functional benefit.
