Ocado says shoppers are increasingly turning to mid-strength alcoholic drinks as they look for a middle ground between full-strength products and going alcohol-free altogether. The online grocer’s latest sales data shows demand for the category has risen sharply over the past two years, with searches on the site up by more than 400% and sales climbing by 71%, according to reporting by Grocery Gazette and Harper’s. Wine has been the standout performer, with orders up 151%, while mid-strength beer has also posted a recent lift.

The retailer defines mid-strength drinks as those sitting between no- and low-alcohol ranges and standard-strength products, covering beers and ciders at roughly 2% to 3% ABV, wines at 6% to 9%, and spirits at 15% to 20%. Ocado Retail’s no- and low-alcohol and RTD buyer, Shauna Clark Fitzpatrick, said the trend reflected a broader change in how people approach drinking, with more consumers choosing balance rather than abstinence. She said the category was proving especially popular for midweek occasions and entertaining at home.

That shift is showing up most strongly among younger adults. Ocado’s data suggests nearly two in five UK adults are choosing mid-strength options more often than a year ago, rising to 54% among 18- to 34-year-olds. The retailer also found that 71% of consumers said they were more mindful about balancing alcohol with their lifestyle, while half said they were more likely to choose mid-strength drinks during the week, increasing to 65% among younger adults.

The trend fits with wider signs of moderation across the UK drinks market. Ocado’s own 2025 trends report pointed to a dramatic rise in interest in mid-strength wine, which it linked to the so-called "coasting" habit of pacing alcohol intake during a social occasion rather than switching between full-strength and alcohol-free drinks. Industry coverage from FoodNavigator and Drinks Retailing News has similarly described mid-strength drinks as a growing segment across beer, cider, wine and spirits, with brands and retailers broadening their ranges in response. Ocado says it has expanded its offer over the past year and now has the largest selection of mid-strength drinks of any supermarket.

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