The increased cost of living is more likely to prompt drinkers to cut back on booze than a health scare or hangover, according to new research from Drinkaware.
New analysis from the latest Drinkaware monitor shows 16% of people said rising prices was the issue most likely to have made them consider reducing their alcohol consumption in the last 12 months. This compares to 13% of people who said a hangover was putting them off, while 9% said a health concern may make them consider cutting back, and 11% cited fitness goals as a reason to stop.
Money-saving moderation on the rise
A total of 34% of UK drinkers are now actively moderating how much alcohol they consume to save money, according to Drinkaware. The average price of a pint of beer in the UK has increased by about 36% over the past four years.
Overall, a record 91% of drinkers, an estimated 42 million people, are taking steps to limit their alcohol intake - but people are consuming more when they do drink. The research shows 13% of all drinkers, the equivalent of 6.3 million people, reported binge drinking at least once per week in the last 12 months, up from 11% in 2025.
Guideline adherence falls for first time since 2018
The percentage of people drinking within the recommended guidelines has also fallen for the first time since 2018. Men and women are advised not to drink more than 14 units a week on a regular basis. A total of 78% of drinkers reported staying within the guidelines in the seven days prior to completing the survey, down from 82% in 2025 – the first decline following steady improvement from 2018 to 2025.
Meanwhile, the proportion of drinkers who typically consume four units or less in a typical drinking day decreased from 71% to 67% and the proportion who typically consume seven or more units increased from 14% to 17%. The overall increase in consumption appears to be largely driven by older drinkers, who experienced the greatest growth in binge drinking rates. Among those aged 55 and over, the proportion who binge drink at least monthly rose from 20% to 24%.
Concerns over eroding progress
Karen Tyrell, CEO of Drinkaware, said: “For several years, many of the trends in the nation’s drinking habits have been moving in a positive direction, giving us real cause for optimism. This year’s Monitor, however, could be an early indication that some hard-won gains may be eroding. While it will be important to see whether this pattern continues in future and marks the start of a longer-term trend, these findings are a timely reminder that recent progress cannot be taken for granted.”
Grahame Morris MP, Chair of the Drugs, Alcohol and Justice APPG, said: "While it is positive that the overwhelming majority of UK drinkers are taking active steps to moderate their alcohol consumption, the increase in heavier drinking highlighted in this research should concern us all. Drinking above recommended levels can have serious consequences for physical and mental health, as well as for families and communities. These findings show that moderation is not simply about intention, it is also about having the right support to navigate the situations where people are most likely to drink more than planned."
The reasons most likely to have made someone think about reducing their drinking in the last 12 months include: increased cost of living affecting how much I spend on alcohol (16%), changes in weight or appearance (15%), not feeling my best the next day (14%), poor sleep after drinking (14%), having a hangover (13%), spending more money on alcohol than intended (12%), starting a fitness or health goal (11%), feeling low or anxious after drinking (9%), a health concern or scare (9%), drinking more than intended (6%), other (4%), seeing someone else cut down or not drink (3%), someone close to me raising a concern (3%), hearing about the benefits of cutting back (3%), don't know (3%), tension or conflict in relationships (2%), and not being as present as I'd like with family or friends (2%).
