More Brits plan on drinking less alcohol, opting for 'low and no' alternatives

Nearly one in three Brits say they plan on drinking less alcohol in 2023 and instead will opt for more ‘no and low’ options.

According to a research has been commissioned by UK’s food and drink brand Princes, a large number of Brits are planning on acknowledging Dry January, with 21 per cent pledging to cut out alcohol completely for the course of the month while 41 per cent are taking a more flexible approach.

The survey of 2,000 adults has revealed that it seems to be the younger generation which is driving this trend and reconsidering its relationship with alcohol. Those aged 25 – 34 are more than twice (31 per cent) as likely to give up alcohol completely during this time than those aged 55 and over (14 per cent).

Nearly half of all those surveyed (48 per cent) between the ages 18 – 34 said they are making a conscious decision to reduce their intake throughout this month.

Even when looking longer term, nearly one in three of all Brits say they plan on drinking less alcohol in 2023, compared to 2022 – instead opting for more ‘no and low’ options.

Jeremy Gibson, brand marketing director at Princes, said: “The way people are thinking about alcohol is changing. It’s no longer about whether you do or don’t drink and having to pick a side while out with friends or family. More and more are wanting to enjoy a bit of everything for a really varied and interesting repertoire – whether that’s a cocktail, mocktail, low or no ABV.”

The research report mentions that 28 per cent of people wishing there were more non-alcoholic, pre-mixed drinks available at supermarkets. This figure rises to a whopping 49 per cent for those aged 25 – 34 and an even higher 51 per cent for those aged 18-24.

Almost a third of Brits (32 per cent) said they also like to make cocktails at home, with those aged between 25 – 34 the most likely, according to the research by Princes. However, nearly half (47 per cent) are reluctant to make cocktails for their guests with 35 per cent those asked saying they don’t feel confident enough while 32 per cent think the price of ingredients would be too expensive.