Britons toast temperance as no- and low-alcohol sales surge during £13.8bn Christmas shop

As British shoppers powered a record-breaking £13.8 billion Christmas grocery haul, a significant shift in drinking habits has emerged.

New data from Kantar reveals that while the nation still enjoys its festive spirits, a growing number of households are opting for "temperance," driving a 14% surge in spending on low and no-alcohol products.

The latest grocery market share figures for the four weeks ending December 28, 2025, show that 2.7 million households included low or no-alcohol alternatives in their baskets. This double-digit growth in spend suggests that for many, the "sober curious" lifestyle is no longer a temporary trend but a permanent fixture of the holiday season.

Quality over quantity

Interestingly, while the total amount spent on the category rose sharply, the actual percentage of households buying these products dipped slightly from 9.6% to 9.5%.

Industry analysts suggest this paradox points to a maturing market. Fraser McKevitt, head of retail and consumer insight at Kantar’s Worldpanel Division, notes that "converted" households are now "doubling down" on their favorite alcohol-free tipples. Rather than casual experimentation, dedicated consumers are spending more on premium non-alcoholic options, ranging from high-end botanicals to alcohol-free sparkling wines.

The rise of the "hybrid" host

The data highlights a broader trend of "variance" in British celebrations. The modern Christmas table is increasingly likely to feature a mix of traditional and health-focused options.

"Consumers are open to more variance during those traditional, festive moments," the report states. "Whether it’s switching the Bucks Fizz for Kombucha or enjoying a classic cocktail alongside a more health-focused option, consumers are finding enjoyment in more choice."

This hybrid approach — where shoppers buy both traditional booze and non-alcoholic substitutes — indicates that "moderation" has replaced "abstinence" as the primary driver for the category.

Implications for 2026 and beyond

The Christmas performance of the low-and-no sector sets a strong precedent for the year ahead, particularly as millions of Britons embark on "Dry January." The steady five-year increase in households cutting alcohol out of their shopping baskets entirely suggests a long-term structural change in the UK’s relationship with drinking.

For retailers and brands, the implications are clear:

• Premiumisation is key: as the market matures, shoppers are looking for quality over volume. The success of supermarkets’ premium own-label lines (which exceeded £1 billion for the first time this December) suggests that premium non-alcoholic spirits and craft sodas will be a major growth area.
• Mainstream integration: no-alcohol options are moving from a niche "dietary requirement" shelf to a central part of the festive offering, competing directly with traditional wine and spirits for table space.
• Health as a value: even during a period characterised by indulgence, health-conscious choices remained front of mind, suggesting that the "wellness" trend will continue to influence grocery sales throughout 2026.

As grocery inflation eases to 4.3% and shoppers become more "promo-savvy," the low-and-no category has proven it can thrive even when budgets are tight.

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