Drinkaware says increasing-risk drinking represents one of the UK’s biggest opportunities for prevention

• Increasing-risk drinking is rarely reflected in society’s view of ‘harmful’ or ‘problematic’ drinking, yet addressing this large group of drinkers would have significant public health benefits and ease pressure on services

• Nearly one in five UK drinkers are increasing-risk drinkers, with this group more likely to be older, male and from higher social grades

• Social norms play a powerful role in increasing-risk drinking, with alcohol embedded in everyday routines and widely viewed as a normal and expected part of social life

Findings from the 2026 Drinkaware Monitor show that nearly one in five (18%) UK drinkers reported drinking at increasing-risk levels in the week prior to the survey. This group, which sits between low-risk drinking and the highest levels of consumption, largely perceives its drinking as normal, routine and even socially encouraged, despite an increased likelihood of experiencing long-term physical illness and poorer mental health1.

As the UK Government's 10 Year Health Plan for England sets out a shift towards prevention, Drinkaware believes a greater focus on people drinking at increasing-risk levels could unlock one of the most significant opportunities to prevent alcohol harm. By better understanding the attitudes, behaviours and social norms that shape increasing-risk drinking, and tailoring support, there is vast potential to improve health outcomes and ease pressure on public services.

A major opportunity for prevention

Increasing-risk drinkers are those who drink above the Chief Medical Officers’ low risk drinking guidelines of 14 units per week (equivalent to around six pints or six medium glasses of wine), but not at the highest risk of harm. For women, this means drinking between 15 and 35 units per week and for men, it means drinking between 15 and 50 units.

While most UK drinkers (78%) drank within the low-risk guidelines in the week before the survey, Drinkaware data shows that around eight million people were drinking at increasing-risk levels. This group is four times larger than the population drinking at high-risk levels (4%), demonstrating the potential impact of a stronger focus on prevention and moderation, rather than primarily focusing on treatment services.

While increasing-risk drinkers are a large and varied group, people drinking at increasing-risk levels are disproportionately older, male and from higher social grades. Over two-thirds (68%) are men, nearly half (47%) are aged 55 or over, almost a third (32%) are retired and 30% are in higher socio-economic grades.

Largely, this is a group that is not defined by crisis or dependency, but whose drinking is often deeply woven into their careers, friendships, family life and daily routines. For this reason, increasing-risk drinking has often fallen outside the focus of policy discussions about alcohol harm. However, this group is at the heart of Drinkaware's prevention agenda. By working together to make it easier for people to make sustainable changes, there is an opportunity to prevent future ill-health by moving more drinkers into the low-risk category, where four in five UK drinkers already sit.

Why change can be difficult

While 58% of increasing-risk drinkers have tried to cut back in the last year and 93% are taking steps to moderate their drinking, maintaining those changes can be challenging. When trying to reduce their drinking, increasing-risk drinkers are three times more likely than low-risk drinkers to return to previous levels.

Many show a disconnect between their drinking behaviour and perceptions of risk, with three in five (63%) increasing-risk drinkers describing themselves as a "fairly normal drinker" and the same figure (63%) are not concerned about the impact their drinking may have on their future health. This is often because they feel they do other things to outweigh the effects, or they do not think they drink enough for their future health to be affected.

The research also highlights the powerful influence of social and cultural norms on attitudes and behaviours of increasing-risk drinking. More than two in five (41%) increasing-risk drinkers who have not tried to cut back in the last year say they do not feel the need to change because other people around them drink in similar ways. These norms can make higher levels of consumption feel routine and accepted, pointing to a need for approaches that address the realities, motivations and experiences of this group.

Alcohol's role also extends beyond socialising. Increasing-risk drinkers are three times more likely than low-risk drinkers to regularly drink at home on their own and four times more likely to say alcohol is part of how they unwind at the end of the day. This suggests drinking can become embedded in daily routines, making higher levels of consumption feel normal and making changes harder to sustain over time.

Paul from Essex, is one of six participants that took part in Drinkaware's latest campaign, which encourages people to find their balance with alcohol. As Paul approaches 50, looking after his health has become more important than ever.

"I saw my drinking as normal. I wasn’t having eight pints in a couple of hours like other people I knew. It would be spread over a day out, like football, the races, or a work do. For me, that could mean eight to ten pints over the day, and that was normal"

Karen Tyrell, Chief Executive of Drinkaware, says:

“If the Government is serious about helping people live healthier lives for longer and reducing future pressure on the NHS, it needs to look beyond the most visible forms of alcohol harm and recognise the significant role prevention can play.

“Our research shows that many increasing-risk drinkers do not see themselves as being at risk. Their drinking is often shaped by the routines, social norms and everyday environments that influence how, when and why people drink. This means supporting moderation requires a broader, system-wide approach that makes moderation easier to maintain by addressing the social expectations and influences that shape drinking behaviour.

“Working together with industry partners, Drinkaware is already delivering prevention-focused programmes, advice and practical tools at scale, at no cost to the taxpayer. As Government delivers its 10 Year Health Plan, there is an opportunity to place greater emphasis on increasing-risk drinking and support our shared ambition of seeing two million fewer risky drinkers by 2030.

“For anyone who is concerned about their own drinking, or that of friends and family, Drinkaware's Drinking Check provides a simple way to understand your drinking and access practical advice and support to help find a better balance with alcohol.”

Read the full report

To help people better understand their drinking habits, Drinkaware offers a range of free tools and resources on its website. Visit www.drinkaware.co.uk