Gen Z Embraces No and Low Alcohol Choices, Transforming Drinking Culture

The drinking habits of young adults are undergoing a significant transformation as nearly half of them are now opting for no or low alcohol beverages. Recent figures from the charity Drinkaware indicate a notable rise in the consumption of alcohol-free drinks, particularly among risky drinkers—those who exceed the Chief Medical Officers’ low-risk guidelines of 14 units per week. The proportion of these individuals choosing non-alcoholic alternatives has surged from 7 per cent in 2018 to 23 per cent in 2025.

This shift highlights a growing trend in the United Kingdom, where 44 per cent of adults are now selecting no or low alcohol options to moderate their drinking, up from 31 per cent in 2018. Among young adults, the figure reaches 49 per cent, a significant jump from 28 per cent in the same time frame. The research underscores a cultural reset, as drinking patterns evolve with an emphasis on health and moderation.

Rise in Alcohol-Free Choices

The report indicates a remarkable increase in the number of UK drinkers opting for alcohol-free products, climbing from 18 per cent in 2018 to 31 per cent by 2025. Additionally, the consumption of low-alcohol beverages has also seen growth, rising from 25 per cent to 33 per cent during the same period. The motivations behind this shift vary significantly, influenced by gender, socio-economic status, and generational perspectives. Many individuals cite improved health and a desire to reduce alcohol intake as primary reasons for their choices, alongside a wider availability of appealing no and low alcohol options.

The findings arrive as the UK government prepares to launch a public consultation regarding a potential increase in the threshold for labeling a product as alcohol-free, from 0.05 per cent to 0.5 per cent. This discussion reflects the changing landscape of drinking culture and the growing acceptance of non-alcoholic alternatives.

Industry Impact and Future Trends

Karen Tyrell, chief executive of Drinkaware, expressed enthusiasm for the trend among young adults, stating, “It is great to see young adults leading the charge in the growth of no and low drinks.” She emphasized the potential of these alternatives to mitigate alcohol-related harm, pointing out the government’s Ten-Year Health Plan for England, which recognizes this growth as a vital strategy in addressing alcohol issues.

Laura Willoughby, chief executive and founder of Club Soda Drinks, remarked on the broader implications of this trend, asserting that the choice to moderate drinking is not merely a fad but rather a cultural reset. She noted, “The old idea that you need alcohol to have a good time is collapsing, and people are rejecting the limits that come with it.”

Retailers and venues are also adapting to this shift, recognizing that providing high-quality alcohol-free options is now a business necessity rather than a luxury. As the demand for these products continues to rise, the landscape of social drinking is poised for further evolution, with implications for both health and consumer behavior.

This emerging trend among young adults reflects not just personal choices, but also a significant cultural shift that could reshape the alcohol industry in the coming years.