New research from alcohol charity Drinkaware issued today (25 February) shows how changes in where and how people drink alcohol are reshaping how advice and support needs to reach people in the UK, with ‘at home’ now the dominant setting for consumption.
In the new report, Drinking at Home – Changing Patterns and Opportunities for Prevention, Drinkaware paints the most comprehensive picture of UK home drinking trends to date. It draws on Drinkaware Monitor data from 2018 to 2025, alongside purchasing data and existing research.
As more alcohol is bought and consumed at home, the findings underline the growing importance of store environments, both in-store and online, as a route for reaching people with trusted, impartial information and support.
While the majority of people drink within the UK Chief Medical Officers’ low-risk guidelines, the research highlights that drinking at home can present different challenges. Alcohol consumed at home is not served in standardised measures, which can make it harder for people to understand units and keep track of how much they are drinking.
Drinkaware chief executive, Karen Tyrell, said: “This research shows how significantly drinking habits have changed in the UK, with home drinking now the dominant setting for alcohol consumption. That shift has important implications for how people access information and support.
“Supermarkets are a critical part of that picture. By building on existing good practice and working together to ensure trusted advice is visible and accessible wherever alcohol is bought, partnerships can help make it easier for people to make informed choices, beyond a single moment of purchase.”
Drinkaware works across labelling, retail and digital channels to ensure people can access evidence-based alcohol information at scale. As drinking patterns continue to shift towards the home, the report reinforces that on-pack labelling remains a vital foundation, but that additional routes, including point of purchase and online environments, are needed to support people to make informed choices.
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