Healthy lifestyles encourage UK drinkers to cut consumption

13th January, 2020 by Owen Bellwood

One-third of UK drinkers are consuming less alcohol than they were 12 months ago as they strive to get healthy and save money, according to a new study.

A third of imbibers in the UK are drinking less alcohol than they were a year ago

The new report, commissioned by Global Brands-owned tonic water maker Franklin & Sons, polled 1,300 UK adults about their drinking habits, including “hundreds of under 35s”.

According to the study, a third of imbibers are drinking less alcohol than a year ago, 43% said this was because they were going out less, 30% said it was because they were trying to get fit and 27% said they drink less to try and save money.

A significant 79% of millennial consumers, those born between 1981 and 1996, also said they would opt for a non-alcoholic serve while out, drinking a fifth less than Generation X – those born between 1965 and 1980.

The report found that almost a third of 18- to 24-year-olds also elected to drink a low- or no-alcohol option while out.

According to Franklin & Sons, 60% of drinkers aged 18-24 also said that regardless of alcohol content they wanted their drinks to look good for social media. Of those polled, 75% said they regularly publish photos of their drinks to social media.

Reasons for posting drinks to social media included the way the cocktail looks (58.7%), to show off (18.3%), to share something new with friends (27%) or to record a memory (48.4%).

Drinkers also post to social media if they find something they dislike (3.2%), something over the top (8.7%) or to mark a celebration (23%).

Rosie Crossman, Franklin & Sons brand manager, said: “We are definitely seeing a trend towards quality over quantity when it comes to the way people drink. Socialising means more to our consumers than a couple of pints down the pub, they demand Instagram-worthy serves, which aren’t packed full of artificial colours, flavours or sugar or high in calories.”

Leave a Reply

Subscribe to our newsletter

Subscribe today to get each issue of The Spirits Business as soon as it's published, plus all the latest breaking news and access to our library of back issues.

Subscribe Today!

Subscribe to our daily newsletter

Stay up-to-date with the latest news about the international spirits industry every weekday lunchtime (GMT)