One of the most interesting shifts we’re seeing is around alcohol consumption:
A growing number of consumers are choosing to moderate, not eliminate, their alcohol intake – a trend described as “coasting”.
Coasting refers to choosing drinks with half, or less than half, of the ABV of their original counterparts. This isn’t just a niche behaviour. Our research shows that 34% of all UK adults have either already bought, or intend to buy, lower-ABV alcoholic drinks in 2026.
It’s important to stress that this figure includes the full UK population, including those who are already teetotal or virtually teetotal. Even so, the direction of travel is clear. Consumers want choice, flexibility and control – without sacrificing flavour, quality or social inclusion.
For wholesalers and suppliers, lower-ABV isn’t simply a defensive play. Done well, it’s an opportunity to premiumise, extend ranges and create new occasions, particularly in food-led and daytime settings.
Read more headlines from our first wave of Channel Track results on hospitality performance here.
