The report, ‘2024 Low and No: Drinking Differently’, looked at evolving drinking habits across the UK, with the clearest indication yet that the UK is a nation of moderators.
The study finds that a significant number of people are incorporating alcohol-free drinks into occasions where they are also drinking alcohol.
A quarter of the UK population are moderating their alcohol consumption through the practice of ‘zebra striping’ - when an individual alternates between alcoholic and non-alcoholic drinks within a single visit.
When you include situations where an individual is combining alcoholic and non-alcoholic drinks whilst not necessarily ‘zebra striping’, the figure rises to two in three UK adults (78 per cent of 18–24-year-olds).
The study shows that moderation of alcohol has become a habit for UK adults, with three out of four adults who drink alcohol stating that they have been actively moderating their alcohol consumption across 2024.
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