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Results from the Portman Group's sixth annual survey, conducted in partnership with YouGov, reveal a significant rise in the preference for low- and no-alcohol alternatives among UK consumers, particularly young adults. The survey, which took place between 16-17 November 2023, sampled 2,197 adults and provides further insights into evolving drinking habits. Key findings indicate a substantial increase in 18-24 year olds identifying as occasional or regular drinkers of alcohol alternatives, reaching 44% compared to 31% in 2022. Interestingly, 39% of individuals in this age group reported not consuming alcohol at all, making them the most sober demographic. The study underscores the impact of low- and no-alcohol products on promoting moderation among UK drinkers. Approximately 23% of respondents noted a decrease in alcohol consumption due to these alternatives, up from 21% in 2022. Furthermore, 35% now consider themselves occasional or regular drinkers of such products, a notable uptick from 29% in the previous year. Matt Lambert, CEO of the Portman Group, said: “It is welcome to see a further rise in the popularity of low and no alcohol alternatives as well as further evidence of how they are an important tool to help UK drinkers, particularly younger adults, to drink responsibly". He added: “The availability of alcohol alternatives has never been more abundant and we eagerly await the outcome of the recent UK Government consultation on low alcohol descriptors, which we hope will further facilitate the growth of the UK low and no alcohol market”. The survey also shed light on the reasons behind choosing alcohol alternatives. For the sixth consecutive year, the most common motivations were to avoid excessive drinking at social events and to facilitate responsible driving, aligning with low-risk alcohol consumption guidelines. Matthew Orme, director at Wenlock Spring, says the market will continue to grow in 2024 as consumers seek more varied drink options to fit in with their healthier lifestyles. “I think the market will continue to grow as the general population are always looking at healthier lifestyles and the reduction of alcohol will form part of that feel-good factor. I think Covid-19 possibly played a part in this as it also put a pause on what was the normal way of life before the lockdowns. During 2020/21 everything we normally did stopped. This gave a chance for a major shift in our lifestyles in the way we do business and our own social lives." He continued: “The taste of low- and no-alcohol drinks has also greatly improved over the last couple of years and it has become harder to taste the difference. What it means is retailers can’t afford to ignore this trend and while it probably still represents less than one per cent of total beer sales in the UK today, that per cent will change as the appetite for more low- and no-alcohol drinks gains more traction and becomes more mainstream. This will create some exciting challenges for businesses due to the increased demand with some brands seeing over a 200 per cent increase year-on-year. New technology in this market will also help keep up with demand and improve the taste.” The Portman Group, which serves as the alcohol industry regulator and social responsibility body, has been actively involved in promoting responsible alcohol marketing practices through its Code of Practice. The organisation, funded by 19 member and associate member companies, emphasises self-regulation and aims to ensure the promotion of alcohol in a socially responsible manner.