Brits ditch alcoholic drinks in January

By Gwen Ridler

- Last updated on GMT

Sales of non-alcopholic drinks surged for Not on the High Street in January. Image: Getty, Paper Boat Creative
Sales of non-alcopholic drinks surged for Not on the High Street in January. Image: Getty, Paper Boat Creative

Related tags Trends

Sales of non-alcoholic drinks surged in January as Britain sees a cultural shift towards wellness trends at the start of the year, according to new research from bespoke retailer Not on the Highstreet (NOTHS)

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.

Related topics NPD Drinks

Related news

Show more

Follow us

Featured Jobs

View more


Food Manufacture Podcast

Listen to the Food Manufacture podcast