Ocado Reports Surge in Demand for Mid-Strength Drinks

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1 May 2026

Harpers is reporting that Ocado says demand for mid-strength alcoholic drinks is rising sharply, with category sales up 71% over the past two years and searches on its website increasing by more than 400%.

Mid-strength wine has been the strongest performer, with sales up 151% year on year, while mid-strength beer has recently gained momentum, growing 21% month on month.

A survey of 2,180 UK adults, carried out with Clariti in March 2026, found that many consumers are moderating their alcohol intake rather than giving it up entirely. Some 39% of adults are choosing mid-strength drinks more often than a year ago, rising to 54% among 18 to 34-year-olds. Overall, 58% said they are trying to moderate their drinking more than in the past.

Ocado has responded by more than tripling its mid-strength drinks range over the past year. The retailer links the trend to health and wellbeing, midweek socialising, hybrid working and a desire to avoid hangovers. Half of consumers said they are more likely to choose mid-strength options during the week, increasing to 65% among younger adults.

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