Alcohol consumption falls, will kombucha sales rise?

In Dry January news, Real Co founder David Begg, notes that the decline in alcohol consumption in the UK and USA “is not driven by those quitting alcohol, but by a change in the relationship we have with alcohol. We are all much more aware that what we put into our bodies has a major impact upon our physical and mental health and that alcohol is a significant contributor to this.”

This was born out by a report in the December 20 edition of the Financial Times headlined “Alcohol consumption falls to record low in Britain”.

The average UK adult consumed 10.2 alcoholic drinks a week last year, the lowest figure since data collection began in 1990 and a decline of more than a quarter from the peak of 14 two decades ago, according to research company IWSR.

The report reiterates their July 3 observation that Gen Z is re-discovering alcohol.

This autumn 79 per cent of Gen Z of legal age had consumed alcohol in the previous six months, up from 66 per cent in spring 2023, according to IWSR. Meanwhile, overall drinking rates among older Britons have remained stable.

The data shows that alcohol consumption has been lower in the UK than in the States since 2008. This despite a distinct UK pub culture where it’s common to go to the pub after work on a Thursday and Friday and not as true in the US.

Trends

Following his BBC interview, Begg reflected on factors causing the fall in alcohol consumption.

• The way that people are consuming alcohol is changing significantly – choosing ‘zebra striping’ and week/weekend patterns.
• This change is driven by an increased understanding that what we put in our bodies affects our physical and mental health.
• 82% of people in the UK are trying to moderate alcohol consumption.
• A third of adult consumers are participating in Dry January, twice as many as last year.
• Close to a trillion dollars has been wiped off the market cap of alcohol companies.
• There is a rise in alcohol-free alternatives, some offered by alcohol producers!

Further statistics on the trend to lower alcohol consumption in the UK are found in the annual Drinkware Monitor report:

• 64% of UK drinkers who are currently moderating are doing so due to some kind of health concern.
• Whilst almost half (47%) say that learning about an increased physical health risk from alcohol makes them want to cut back.
• 44% of younger drinkers (aged 18-34) currently moderate to save money (vs. 23% of drinkers aged 55+).

Kombucha

These trends can only help boost kombucha sales. It plays a role as a “better‑for‑you” alcohol‑free option for health‑conscious consumers, helping to normalize choosing non‑alcoholic drinks in social settings. It’s an option for drinkers looking for a more complex, “adult” flavor profile than standard soft drinks like Coke and Pepsi, and fits well with the rise in mindful drinking and socializing without alcohol.

So, WHY AREN’T MORE PUBS AND RESTAURANTS IN THE UK SERVING KOMBUCHA??