Healthy lifestyles encourage UK drinkers to cut consumption

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.”