A third of British drinkers say they are cutting back on alcohol
New YouGov data suggests moderation is spreading in the U.K., driven mainly by lower desire to drink, cost pressures and health concerns
2026-06-23
A third of British adults who drink alcohol say they are drinking less than they did a year ago, according to new survey data from YouGov, a sign that moderation is gaining ground in the United Kingdom.
The poll found that 33% of drinkers reduced their alcohol intake over the past 12 months. By contrast, 8% said they were drinking more, while 1% said they had stopped drinking alcohol altogether. Most respondents, 58%, said their consumption had not changed.
Among those who cut back, the most common reason was a lower desire to drink. YouGov said 51% of respondents in that group cited simply wanting alcohol less. Financial pressure was another major factor, with 33% saying they could no longer afford to drink as much as before. Health concerns followed at 29%.
Other reasons were less common. One in 10 respondents who were drinking less said friends or family members cutting back had influenced them, and 8% said medication had affected their alcohol consumption.
The figures point to a shift that could matter across the drinks industry, from brewers and winemakers to pub operators and retailers, as lower volumes and changing habits may push companies to adjust pricing, product ranges and investment in low- and no-alcohol options.
Separate data from KAM Insight and Athletic suggests those changes are already showing up in pubs. Their research found that 48% of drinks consumed on pub visits are part of “zebra striping,” the practice of alternating between alcoholic and alcohol-free drinks. It also found that 56% of Britons believe alcohol-free beer is becoming mainstream in the U.K.
The rise of moderation has helped support new alcohol-free products and listings. Last month, Bunta Beer, described by its founder as the U.K.’s first non-alcoholic Indian craft beer, announced its first draught listing. Gunikka Ahuja, the brewery’s founder, said the brand was positioning itself at the intersection of craft beer, modern British identity and the non-alcoholic movement.
The broader market still includes many consumers who drink both categories. Separate figures cited in the same coverage said 94% of alcohol-free beer drinkers also consume alcohol.
