New research from KAM, in partnership with Lucky Saint, shows a more nuanced shift: people are becoming more deliberate, flexible and occasion-led in how they drink.

The KAM 2026 Low+No: Drinking Differently report reveals that 29 million UK adults now consume low and no drinks on a monthly basis - equivalent to 53% of the adult population. That is up from 40% in 2023, an increase of 7.1 million people.

For Lucky Saint, the findings underline a shift it has long championed: alcohol-free is no longer a niche or compromise choice. It is becoming a normal part of how people socialise.

Luke Boase, founder of Lucky Saint, said: “Lucky Saint was founded as a dedicated alcohol-free only brand, with the purpose to introduce a beer and a brand that people are proud to drink. I’ve seen how acceptance of alcohol-free products has shifted over the years, and I’m proud to see tens of millions regularly consuming alcohol-free drinks.”

One of the most striking findings is the rise of the “stealth pint”. Four in ten Brits say they have secretly ordered an alcohol-free drink in a hospitality venue without telling their friends. Among younger adults, this rises to 67% of 25–34-year-olds and 59% of 18–24-year-olds.

For pubs, bars and restaurants, that matters. It suggests that while the stigma around alcohol-free is reducing, many consumers still want their choices to feel easy, discreet and socially natural. The opportunity is not just to stock more alcohol-free drinks, but to make them feel credible, visible and desirable.

Boase said: “The rise of the ‘stealth pint’ is fascinating. I still hear from people who love having alcohol-free beer, but would rather have it served in a plain glass. It shows how alcohol-free has become a normal part of how people socialise, even if they’re not always talking about it openly.”

The research also shows that consumers are not simply swapping alcohol for alcohol-free. More than half of UK adults now consume low and no at least once a month, but 97% of those consumers also drink alcohol. Meanwhile, 43% of Brits consume a combination of full-strength, mid-strength and low and no drinks — showing that people are increasingly switching between drink strengths depending on the occasion.

That behaviour is also reflected in the rise of “zebra striping”, where consumers alternate between alcoholic and alcohol-free drinks. KAM’s latest data shows 45% of people have tried zebra striping when out, up from 34% in 2025.

Katy Moses, managing director at KAM, said: “The narrative around drinking has become too simplistic. This isn’t a story about Britain giving up alcohol, it’s a story about Britain drinking differently. Consumers are becoming much more deliberate in their drink choices — alcohol is no longer the default.”

For operators, the commercial implications are significant. Low and no is no longer just about Dry January or abstinence. It is part of the mainstream drinks occasion — from sport and after-work drinks to midweek socialising and longer nights out.

Half of UK adults who watch sport in pubs say having alcohol-free beer would make it easier to stay out on a work night, while 74% say more low and no options could make venues feel more inclusive.

For hospitality leaders, the message is clear: the low and no opportunity is no longer about whether consumers are drinking alcohol-free. They already are. The question is whether venues are building the ranges, service rituals and brand partnerships that reflect how modern consumers actually drink.

As Lucky Saint and KAM’s research shows, the winners will be those that understand occasions, not just categories - and make every drink choice feel like a positive one.

Link to the full report is HERE.