The data, from UK alcohol charity Drinkaware, found 18% of UK drinkers are “increasing risk” drinkers, 63% described themselves as a “fairly normal drinker” while 63% were not concerned about future health impacts.
Drinkaware has previously stated 91% of drinkers – the equivalent to around 42m people – say they use at least one technique to moderate their alcohol consumption.
Findings from the 2026 Drinkaware Monitor suggest reducing alcohol harm at scale will require greater support for moderation.
Older males likely to be increasing risk level
Increasing risk drinkers are those who drink above the Chief Medical Officers’ low-risk drinking guidelines of 14 units per week (equivalent to around six pints or six medium glasses of wine), but not at the highest risk of harm. For women, this means drinking between 15 and 35 units per week and, for men, its between 15 and 50 units.
While most UK drinkers (78%) drank within the low-risk guidelines in the week before the survey, Drinkaware data shows that around 8m people were drinking at increasing-risk levels. This group is four times larger than the population drinking at high-risk levels (4%).
People drinking at increasing-risk levels are disproportionately older, male and from higher social grades. More than two thirds (68%) are men, almost half (47%) are aged 55 or over, almost a third (32%) are retired and 30% are in higher socioeconomic grades. Largely, this is a group that is not necessarily defined by crisis or dependency, but whose drinking is often deeply woven into their careers, friendships, family life and routines.
While 58% of increasing-risk drinkers have tried to cut back in the past year and 93% are taking steps to moderate their drinking, maintaining those changes can be challenging. When trying to reduce their drinking, increasing-risk drinkers are three times more likely than low-risk drinkers to return to previous levels. This points to a need for approaches that address the realities, motivations and experiences of this group.
Significant opportunity
Drinkaware director of commercial development and relationships Nick Terry said: “While it’s encouraging that four in five UK drinkers already drink within the low-risk guidelines, our research highlights a significant opportunity to support the 8m people drinking at increasing-risk levels to make sustainable changes before more serious problems develop.
“Most increasing-risk drinkers already use moderation techniques, and many have tried to cut back. The challenge is maintaining this change, particularly when their drinking is shaped by established routines and social expectations. If we want to reduce alcohol harm at scale, moderation needs to be supported in the places where drinking decisions are made.
“Through Drinkaware’s partnerships with retailers, producers and other industry partners, we are already working to do exactly that, making moderation more visible through targeted messaging, practical interventions at the point of purchase and greater access to low & no alcohol alternatives.”
