Demand for mid-strength alcoholic drinks is booming as consumers seek moderation over abstinence, according to new supermarket sales data.
Mid-strength products sit between no/low alcohol options and standard-strength beverages, with beers and ciders typically falling in the 2-3% ABV range, wines around 6-9%, and spirits 15-20%.
Sales of mid-strength drinks on Ocado, the world’s largest dedicated online supermarket, are up 71% over the past two years, while searches are up by more than 400%. Wine has been particularly popular, growing by 151% over the past year, while interest in mid-strength beer has risen this year, culminating in a 21% month on month increase in sales.
Research by Ocado demonstrates growing consumer preference for moderating their alcohol intake, rather than cutting it altogether. Nearly four in ten (39%) UK adults are choosing mid-strength options more often than a year ago, rising to over half (54%) of 18-34-year-olds, reflecting a wider behavioural shift. Three in five (58%) consumers said they were trying to moderate their alcohol intake more than they have done so in the past.
In response, Ocado has more than tripled its range of mid-strength drinks over the past year and now offers the largest range of any supermarket.
The growth of mid-strength products is also providing an opportunity for smaller brands. Sales of Quarter Proof’s 15% ABV gin and tequila spirits up 129% since launching on Ocado last year, while 6Percent, which launched on Ocado in March, offers wine with around half the alcohol of traditional equivalents.
Shauna Clark Fitzpatrick, no and low alcohol and ready to drink buyer, at Ocado Retail said: “We’re seeing a clear shift in how people approach alcohol. It’s less about giving it up completely and more about finding a balance that fits their lifestyle. Mid-strength drinks are becoming an important part of that, especially for midweek occasions and hosting at home. With the range we offer at Ocado, customers can discover an option for every occasion that suits their preference.”
The trend is closely linked to a broader focus on health and wellbeing. More than seven in ten consumers (71%) say they are more conscious about balancing drinking with their lifestyle, rising to three quarters (76%) of 25-34-year-olds. Avoiding next-day effects is also a key motivator, with almost half (48%) choosing mid-strength drinks to reduce the likelihood of a hangover.
The shift is also changing when people drink. Half (50%) of consumers are more likely to choose mid-strength options during the week, rising to almost two thirds (65%) of younger adults, reflecting the ongoing influence of hybrid working and midweek socialising.
Fabian Clark, Co-Founder at Quarter Proof, commented, “People aren’t looking to abstain, they’re looking to cut back, and this is where mid-strength comes in. Our range of mid-strength spirits fit seamlessly into people’s lives and it’s amazing that forward-thinking retailers like Ocado have got behind this emerging category.”
Gabriella Lamb, co-founder of 6Percent, said: “Mid-strength wine gives people more choice if they want to drink a little less, without missing out on the experience of enjoying a decent glass of wine. We know from our customer feedback that lots of shoppers are interested in mid-strength, but it can still be hard to find. We’re really excited that Ocado is now stocking our wines, making it easier than ever for people to enjoy the wine they love, but with a lot less alcohol!”
