New YouGov survey shows continuing demand for low & no

By Oliver Catchpole

Published: 06 January, 2026

According to The Portman Group's eighth annual survey in partnership with YouGov, 36% of UK adults who drink alcohol regularly or occasionally, consume low & no alcohol products.

Additionally, of those drinkers who have tried these products, 24% said that such drinks had helped to reduce their alcohol consumption.

While low & no drinks continue to be most popular with younger adults – 43% of 18–24-year-olds and 40% of 35–44-year-olds consume them semi-regularly – there is growth in consumption from people aged 55+, up 10 percentage points to 35% since 2022.

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The top reason for choosing low & no alternatives remained driving home safely after socialising (35%), followed by taking part in social activities without excessive drinking (24%).

Moderation is popular, with 86% of UK adults either teetotal (33%) or drinking 14 units or under a week (53%), the chief medical officer low risk drinking guideline.

Over a third of adults drink less than 5 units a week.

The Portman Group said that this highlights a “continued shift towards moderate drinking and positive attitudes to low & no alcohol alternatives across all age groups”.

The survey also asked what age respondents initially tried a low or no alcohol drink for the first time this year, with only 7% reporting having one before the age of 18 (and 3% trying one at 15 or under).

According to YouGov, only 9% of adults are worried about teenage consumption of low & no products.

Meanwhile, 40% of UK adults are concerned about alcohol drinking in teenagers – still much lower than concerns around illegal drugs or vaping (64%), social media use (62%), self-harm (49%) or energy drinks (46%).

Commenting on the findings, Matt Lambert, CEO of the Portman Group, said: “These results serve to demonstrate that a large proportion of UK consumers continue to drink moderately and that low & no products help them to do this.

“These figures also help us to understand underage drinking of low & no alcohol products and demonstrate that the industry is proactive in ensuring these products are marketed and sold as alcohol alternatives for adults only.

“It’s good news that UK adults are embracing moderate drinking and low & no alcohol options like never before, showing these products are now a mainstream choice helping people to drink responsibly while still enjoying social occasions.”

Image Credit - bridgesward on Pixabay

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