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Alcohol consumption frequency low among UK Millennials, but levels high - survey

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Millennials in the UK are drinking alcohol less frequently, but consume more than other age groups when they do, a new survey has shown.

Young people in the UK still enjoy drinking alcohol, but do so less frequently, according to the Ipsos survey

Young people in the UK still enjoy drinking alcohol, but do so less frequently, according to the Ipsos survey

The survey, collated by Ipsos, shows that on their heaviest drinking day, 28% of Millennials drink more than the UK recommended daily limit. In comparison, only 24% of Generation X and 20% of Baby Boomers exceed the limit.

Meanwhile, the survey reveals that young people are more health-conscious than ever before, with only a quarter of Millennials drinking more than 14 units of alcohol per week. According to Ipsos, these health trends, combined with Millennials' social drinking levels, offer fertile ground for low-alcohol, vegan and gluten-free varieties, which would allow consumers to enjoy socialising while still being able to make healthier choices.

"The notion of going completely teetotal (although becoming increasingly common) won't satisfy those whose motivation is to 'drink alcohol to enjoy a night out'," Ipsos said.

Despite the findings, taste remains the largest barrier to alternative alcoholic products for one-fifth of survey respondents. "Non-alcoholic wine in particular was deemed to be far too sweet and sugary," Ipsos noted.

Paris-based Ipsos is a global market research company. For the alcohol survey, the firm interviewed 867 alcoholic drinks consumers in the UK.

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