New research has revealed a significant shift in British drinking habits, with average alcohol consumption falling to its lowest point in over three decades. According to data from the research firm IWSR, the typical UK adult consumed just 10.2 alcoholic drinks per week in 2023.
A Historic Decline in Drinking
This figure marks the lowest level recorded since IWSR began collecting data in 1990. It represents a substantial drop from the peak of 14 drinks per week seen around two decades ago. The trend indicates that Britons are actively curbing their intake, though very few are giving up alcohol entirely.
Experts point to a combination of factors driving this long-term decline. Financial pressures from the cost of living crisis mean people have less disposable income for nights out. A growing focus on health and wellness is also prompting more mindful consumption. Furthermore, the UK's ageing population plays a role, as older people naturally tend to drink less.
Marten Lodewijks, President of IWSR, explained the trend to the Financial Times. "The population is ageing and older consumers physiologically don’t drink as much," he said. "There are also elements of health consciousness… and the cost of living is up so people just can’t afford to 'drink out' as much."
The Rise of 'Premiumisation' and Generational Shifts
Interestingly, the industry is adapting through a phenomenon known as 'premiumisation'. While people are drinking less overall, they are often choosing more expensive, higher-quality options—like craft beers or premium cocktails—when they do indulge. This allows the alcohol sector to maintain revenue despite falling sales volumes.
The data also sheds light on generational differences. Millennials (those born between 1981 and 1996) remain the generation most engaged with alcohol. However, their consumption is also waning. In autumn 2023, 81% reported drinking in the previous six months, down from 83% in spring—the lowest rate ever recorded for this group in the survey.
Furthermore, the popularity of temporary abstinence campaigns like 'Dry January' and 'Sober October' is beginning to stall. "Temporary abstinence appears to be less central to moderation strategies than it once was," noted Lodewijks, highlighting that this is particularly true for Gen Z. "Instead, consumers moderate by drinking less often and, when they do drink, they tend to drink less."
Still Above NHS Guidelines
Despite the historic decline, the average consumption of 10.2 drinks per week still exceeds the NHS recommended limit of 14 units of alcohol. For context, ten pints of low-strength beer equates to roughly 20 units, while ten large glasses of wine can total 30 units.
The report comes alongside other research suggesting that shared drinking habits within couples can influence relationship satisfaction. Studies indicate that couples with similar patterns—whether both are drinkers or both abstain—tend to report more stable and happier marriages than those where one partner drinks significantly more.
This new data paints a clear picture of a nation consciously moderating its alcohol intake due to economic, health, and demographic forces, while the industry pivots towards quality over quantity.
