A third (33%) of adults claim that they plan to reduce their alcohol consumption across the next 12 months. Recent research on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,000 adults aged 18+, sought to understand who will be more likely to reduce consumption and what types of alcohol are most likely to be cut back on.
Those most likely to reduce their alcohol consumption are aged 18-24, where some 45% of this cohort plan on cutting back. The 45-54 year-old age group are least likely to be planning to the reduce their alcohol consumption, with just a quarter (24%) claiming this to be the case. Just over 8 in 10 (81%) of those who claim they will reduce their alcohol consumption will reduce their consumption in both the on-trade and off-trade.
In terms of the type of alcohol for which there is a planned reduction; just over a third (35%) claim they will reduce their lager/beer consumption, with a similar proportion (33%) claiming they will reduce their wine consumption this year.
The reduction in lager/beer consumption is likely to be driven by those aged under 34, where, of those cutting back, over half (51%) will be reducing their lager/beer consumption. Over 4 in 10 (43%) of those aged 45-54 who plan on reducing their alcohol consumption, plan on drinking less wine this year. Further to the reduction of these main two types of alcohol, almost 1 in 5 (18%) who plan to reduce their alcohol consumption will reduce their whiskey consumption, with 15% planning on reducing their vodka consumption.
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