The increased use of weight loss drugs is reshaping not only the nation’s eating habits but may also change our relationship with alcohol.

New research from insight consultancy KAM, in partnership with leading UK charity Drinkaware, reveals a 29% reduction in how often users of GLP 1 drugs consume alcohol, signalling a significant shift in drinking behaviour across the UK.

The new report, Drinking Differently: GLP 1 and Alcohol, shows that GLP 1 use is already having a measurable impact on alcohol consumption. After starting GLP 1 medication, average drinking frequency drops from 3.1 to 2.2 days per week (a 29% reduction) while average alcohol consumption falls from 4.3 to 3.6 units per week, representing a 16% decrease in overall alcohol intake. Alongside this was a 22% drop in weekly spend on alcohol for home consumption and a 30% decrease in typical spend per trip on alcohol in the on-trade.

Research from KAM suggests as much as 7% to 10% of UK adults are taking these drugs (up to 5.5 million people), with only around half (52%) obtaining them through NHS prescription.

A structural shift, not just cutting back

The research suggests that for many users, this is not simply a case of choosing to drink less, but that the GLP 1 medications are affecting how they experience alcohol.

More than a third (34%) report a reduced craving for alcohol while taking the medication, while 22% say they feel the effects of alcohol more quickly and 18% experience discomfort such as nausea when drinking.

This is translating into what KAM describes as “effortless moderation” for users. Around 26% of users say drinking less happens naturally, without much thought, although a further 45% say they consciously manage how much they drink.

Annabelle Bonus, Director of Research, Impact and Strategy at Drinkaware, said: “This report adds to our growing evidence of a shift towards moderation in the UK, as drinking behaviours continue to evolve alongside the rise of GLP 1 medications. Drinkaware is uniquely placed to monitor these trends and respond to emerging insights. We will continue to provide clear, evidence-based information and advice to everyone - whether they are using GLP 1 medications or not - helping people better understand their drinking and supporting moderation as a cultural norm across the UK.”

Drinking is changing, not disappearing

Despite these shifts, the report makes clear that this is not the end of social drinking or hospitality occasions for most GLP 1 users.

A significant 71% of GLP 1 users say alcohol is central to their enjoyment of social occasions, highlighting that drinking alcohol continues to play an important role in how most users socialise. The research suggests that drinking occasions are evolving, not disappearing. GLP 1 users report changes in the types of drinks they choose, with growing interest in lower-ABV options, smaller serves and alcohol-free alternatives. Creamier, richer and more carbonated drinks are less appealing for some users. At the same time, many are trading quantity for quality, creating an opportunity for premiumisation.

KAM Insight said the results highlight a significant shift in consumer behaviour, but one that presents as much opportunity as challenge for the sector.

Commenting, KAM partner Katie Jenkins said: “The data shows that while many GLP 1 users are drinking less, they are not withdrawing from social occasions. Instead, they are redefining how those occasions look, from drink choice to spend to frequency. For hospitality operators, this points to the need to adapt to a future where moderation is more common, mixed drinking groups are the norm, and quality, flexibility and inclusivity become increasingly important.”

The GLP 1 effect extends beyond the user

One of the most significant findings from the research is the extent to which GLP 1 use is influencing wider social groups.

Almost half (46%) of UK adults who have never used the drug say they know someone who has used GLP 1 medication. Among these, 30% say they drink less alcohol when socialising with them, while 20% say they are socialising in different ways when with users, such as opting for coffee or more food-led occasions.

Around 16% of non-users say they are more likely to choose no- or low-alcohol drinks when socialising with someone on GLP 1 medication, highlighting the role of low and no options in supporting moderation within social occasions.

Notably, 10% of non-users say this influence extends beyond shared occasions, affecting how much they drink even when they are not with that person.

The report suggests that the impact of GLP 1 medications is likely to be significantly larger than the number of users alone, as behaviour shifts ripple through friendship groups, households and social networks.

Key findings

29% reduction in drinking frequency (alcohol) among GLP 1 users

16% reduction in alcohol consumption (weekly units) among GLP 1 users

30% reduction in weekly spend on alcohol in the on-trade among GLP 1 users

34% of users report reduced craving for alcohol

22% of users say they feel the effects of alcohol more quickly

18% of users say they experience discomfort when drinking alcohol

26% of users say drinking less happens naturally

45% of users say they consciously manage how much they drink

71% of users say alcohol is still central to social occasions

46% of non-users know someone who has used GLP 1 medication

30% of non-users drink less when socialising with users

16% of non-users more likely to choose no/low alcohol options when socialising with users

50% of users say they received clear guidance around alcohol consumption and GLP 1, with 1 in 10 people receiving no guidance at all

END

About the research:

The data in the survey is based on results from an online survey carried out in February 2026 with a nationally representative sample of 1,000 UK adults (over 18 years old) and additional questions asked of 207 UK adults who are either currently taking or have previously taken GLP-1 medication.

You can access the full report here: https://www.drinkaware.co.uk/research/research-and-evaluation-reports/drinking-differently-how-glp-1-medications-impact-alcohol-consumption

About KAM:

KAM Insight is a specialist food and drink consultancy, providing market research, insight and strategic support to leading hospitality operators, foodservice brands and suppliers. With deep expertise in consumer behaviour across eating and drinking occasions, KAM helps businesses understand how trends are evolving and what they mean for commercial strategy, innovation and growth. Through a combination of primary research, industry data and consultancy, KAM works with clients across the out-of-home sector to turn insight into action.

https://kaminsight.com

hello@kaminsight.com

About Drinkaware:

Drinkaware is the UK’s leading alcohol charity which aims to reduce alcohol harm. We achieve this by providing impartial, evidence-based information, advice and practical resources; raising awareness of alcohol and its harms and working collaboratively with partners.

Founded in 2006 by the UK Government, the devolved administrations and the alcohol industry, Drinkaware is funded by unrestricted voluntary donations from more than 120 organisations. These include UK alcohol producers, retailers, supermarkets, venues, restaurant groups and sports associations.

https://www.drinkaware.co.uk

Contact:

Isabel Inman

Head of Strategic Comms, Drinkaware

Communications@drinkaware.co.uk

Katie Jenkins

Marketing Director, KAM

katie@kaminsight.com

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