Nearly half of 18-24-year-olds consider themselves occasional or regular drinkers of low- and no-alcohol drinks, according to new research from alcohol trade body the Portman Group.

The Portman Group’s sixth annual survey into consumer views on low- and no-alcohol products in partnership with YouGov has found that 44% of 18-24-year-olds drank these products occasionally or regularly, compared to 31% in last year’s survey.

This makes their the demographic the largest consumer of low- and no-alcohol products in the UK. Additionally, they are the most sober group overall, with 39% saying they don’t drink alcohol at all.

Overall, the survey found 35% of respondents are occasional or regular drinker of alcohol alternatives, up from 29%, while 75% of UK drinkers have at least tried a low- or no-alcohol alternative. Eighty-three per cent of consumers first tried an alcohol alternative through a product which shared branding with an alcoholic product.

KBE Drinks launches Kingfisher Zero

The most popular occasions for alcohol alternative consumption are alternating with alcoholic drinks, or on drink-free days during the week.

Matt Lambert, chief executive of the Portman Group, said: “It is welcome to see a further rise in the popularity of low and no alcohol alternatives as well as further evidence of how they are an important tool to help UK drinkers, particularly younger adults, to drink responsibly.

“The availability of alcohol alternatives has never been more abundant and we eagerly await the outcome of the recent UK Government consultation on low alcohol descriptors, which we hope will further facilitate the growth of the UK low and no alcohol market.”

Read more alcohol product news and category advice