KAM finds UK drinkers increasingly managing alcohol consumption
Katy Moses, managing director of KAM, outlined findings from the company’s research at the Club Soda No, Low & Mid-strength Drinks Summit in London, held on 6-7 October at Coin Street Neighbourhood Centre. The data suggest a shift away from abstinence toward moderation in the UK, with 53% of Britons now drinking low and no drinks at least monthly while 97% also consume alcohol. The share in the low weekly consumption bracket (fewer than six units per week) rose from 37% in 2021 to 58% in 2026. Moses noted that the language is moving from reducing to managing drinking, and that older age groups remain more resistant to moderation. She identified five drivers behind the rise in flexible drinking: health-led decision making, real-time health tracking and data, the rise of functional drinks, the impact of GLP-1 drugs, and evolving socialising habits and expanding choice. The initial growth in low and no did not come from retailers but from moderators seeking to take greater control of their consumption, underscoring a shift toward self-management rather than abstinence. Source: The Morning Advertiser
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