In this report we explore the behaviours, attitudes and barriers that shape alcohol consumption among increasing-risk drinkers in the UK.
Increasing-risk drinking has been identified in Drinkaware's strategy as a key audience to prevent alcohol-related harm.
Understanding increasing-risk drinking provides a detailed picture of the behaviours, attitudes and barriers that shape alcohol consumption among this group. Increasing-risk drinking refers to people who drink above the Chief Medical Officers’ low-risk guideline of 14 units a week, but below the highest-risk category, equivalent to 15-35 units per week for women and 15-50 units for men.
Every year we commission the only nationally representative survey of UK adults’ drinking trends. The insights help us understand how people drink today, how behaviours are changing, and how experiences differ across generations and regions.
Watch the video to find out more.
Note: Monitor reports from 2018 onwards are not comparable to previous years due to changes in methodology.
This group represents almost eight million people who could benefit from support before more serious harm occurs.
63% of increasing-risk drinkers describe themselves as a "fairly normal drinker".
People in this group are four times more likely than low-risk drinkers to use alcohol to unwind at the end of the day (59% vs 14%).
93% are taking steps to moderate their drinking, and they appear more likely to use moderation techniques intentionally.
We need a system-wide approach to reducing alcohol harm. One that makes moderation easier to maintain by addressing the social expectations and influences that shape drinking behaviour.
The findings suggest that the environments in which people drink can reinforce certain attitudes and behaviours, especially among increasing-risk drinkers, who are more likely to view alcohol as a normal part of social life and daily routines. This can make the risks associated with drinking less visible and changing habits more challenging.
By working together across the wider system, we can all play a part in reaching this large, at-risk group to reduce alcohol-related harm.
Browse related content below or search our dedicated research section.
In this report we explore moderation and the moments that matter. This includes drinking occasion, unit consumption, drinking frequency and riskier drinking behaviours.
Understanding risky drinking behaviours can help you make informed decisions about your drinking and take steps to stay in control.
Interested researchers who wish to conduct independent analysis of our Monitor data are welcome to contact the research team at research@drinkaware.co.uk.
See below for a detailed breakdown of the research method.
Drinkaware commissioned YouGov to undertake the research on our behalf. YouGov interviewed a UK wide sample of 7,210 adults aged 18 to 85, including 4,628 in England, 1,075 in Wales, 1,001 in Scotland and 506 in Northern Ireland
The sample was drawn from the YouGov research panel, with responses collected between 26 May and 22 June 2026. The survey was carried out online.
Using data from the Office for National Statistics, the results were weighted to be representative of the UK adult population according to age, gender, social grade and region. The sampling and weighting process is exactly consistent with that used in previous (2017, 2018, 2019, 2020, 2021, 2022, 2023, 2024, 2025) Drinkaware Monitors.
Note: when compared to population-level sales data, self-reported surveys typically underestimate population alcohol consumption by between 30% and 60%.
For further information on methodology, and to view the questionnaire, please refer to the technical report.
Key finding 3
Social norms may reinforce increasing-risk drinking
63% agree that drinking is generally expected when they get together in their social circle.