Brits ditch alcoholic drinks in January

Non-alcoholic drinks sales for the retailer jumped 128% in January 2024 compared with January 2023, fuelled by a ‘New Year, new me’ mantra that has become a “stalemate in British culture, rather than the fad it once was seen as”.​

The top player in the no-lo alcohol category was Bemuse, a female founded British based brand that offers novel alternatives to wine, cider and beer. Dandy Smoke was the best-selling non-alcoholic spirt and their top zero alcohol cocktail was a Highball Cocktails Gift Box which included a set of pre-mixed Mojito, Pink G&T, Classic G&T and Italian Spritz.

Growing preference

Emilie Mouquot, spokesperson at NOTHS, said: “The data from our search trends indicates a growing preference for non-alcoholic drinks among Brits, meaning this isn't just a passing trend. This reflects a larger cultural shift, opening up exciting possibilities for small businesses in the non-alcoholic sector. ​

“With more consumers opting for healthier choices, smaller entrepreneurs can tap into this movement by introducing inventive and distinctive products that resonate with the changing preferences of health-conscious consumers.”​

Generation Z

Head of this movement away from alcoholic drinks is Generation Z – people born between 1997-2012. New research from Mintel found Gen Z is increasingly turning its nose at alcohol​ ​over growing concerns of its emotional impact and the cost of alcoholic drinks.

Gen Zers cited a number of different reasons as to why they were limiting the amount of alcohol they consumed. Almost two-thirds said they were worried about the emotional impact of drinking alcohol, with a similar amount wishing to learn about ‘drinking mindfully’.

Meanwhile, new research has found that overnight oats and coronation chicken were the top-searched food trends on TikTok in the UK last year.​​