No and Low Alcohol Drink Sales Jump 14% in UK as Holiday Spending Hits New High

Recent data from Worldpanel by Numerator shows that the no and low alcohol beverage category is showing signs of maturity in the United Kingdom. In the four weeks leading up to December 28, 2025, spending on no and low alcohol drinks rose by 14% compared to the previous year. Around 2.7 million households, or about 9.5% of all households, purchased these products during the holiday season.

Despite this increase in spending, the proportion of households buying no and low alcohol drinks dipped slightly from 9.6% in the same period last year. Fraser McKevitt, head of retail and consumer insight at Worldpanel by Numerator, said that sales of these alternatives have grown rapidly over the past five years. He also noted a steady increase in the number of households removing alcohol from their shopping baskets altogether. However, traditional alcoholic beverages remain popular, with 75% of British shoppers purchasing them in December.

McKevitt suggested that the small decline in the number of shoppers choosing no and low alcohol options could indicate that the category is reaching a more stable phase. He explained that while fewer new households are entering the category, those already buying these products are increasing their purchases and showing loyalty to their preferred brands.

In the broader grocery market, take-home sales at supermarkets rose by 3.8% compared to last year, totaling £13.8 billion for the four-week period ending December 28. Inflation eased slightly to 4.3%, providing some relief for consumers who spent an average of £476 at supermarkets during December.

Promotional activity also increased, with spending on deals reaching its highest level since before the pandemic at 33.3%. Premium own-label products surpassed £1 billion in sales for the first time during this period.

Among grocery retailers, Lidl achieved the largest gain in market share, rising by half a percentage point to reach a record 7.8% over the festive season. The data reflects ongoing changes in consumer behavior as shoppers balance traditional preferences with new trends in both alcoholic and non-alcoholic beverages.