2 minute read
Moderation hits the mainstream
Venues must ensure they stay ahead of the curve when it comes to low- and no-alcohol drinks
It may surprise you that as many Brits moderated their alcohol intake this summer as they did in Dry January. And many are planning to continue ‘moderating’ their drinking across the upcoming festive season, with 44% of Brits intending to drink less alcohol during Christmas 2023 compared with 2022. KAM’s recent report, in partnership with Lucky Saint, found actively moderating alcohol consumption is now a yearround habit for UK adults.
NOTICEABLE DROP
There has been a significant fall in the number of UK adults consuming alcohol at least once a week, with the figure at 76.9% (down from 90% in 2022). All age groups report a decline in overall alcohol consumption but within the 18-24 age group the figure has fallen fastest, from 91% in 2022 down to 72% this year. This coincides
with a whole raft of new consumers entering the low and no category in the last year, with 9.7m UK adults (19%) trying low- and noalcohol beer for the first time.
Moderation has hit the mainstream and it’s part of a bigger shift in how we, as a nation, are spending our leisure time. We now see a modern consumer where socialising is not centred around drinking culture, who is more aware of the risks of alcohol.
But consumers don’t want to miss out on all the occasions where alcohol is normally present. The increasing number of lowalcohol or alcohol-free options available is being welcomed with open arms.
Did you know? 3.7m BRITS RULED OUT A SPECIFIC VENUE IN THE LAST THREE MONTHS DUE TO POOR ALCOHOL-FREE OPTIONS
DON’T MISS OUT
Despite this long-term growth in low or alcohol-free occasions, hospitality venues are still at risk of losing customers by giving them an underwhelming experience and not maximising potential sales due to poor range and visibility. The KAM report also shows that as people turn towards alcohol-free options, with more than 1 in 3 pub and restaurant visits alcohol-free, availability of quality alcohol-free options is more important than ever – 3.7m Brits ruled out a specific venue in the last three months alone due to poor alcohol-free options, totalling a missed opportunity of £590.4m in revenue across a year for hospitality venues.
