One In Five British People Drink at Home Every Day

One in five British people drink at home on a daily basis, with over-55s the most likely age-group to consume alcohol every day at home.

However, new research by analysis firm Mintel found that despite returning consumer confidence, a quarter of British people say they've cut back on how much they drink at home, primarily due to escalating costs and increasingly effective public health warnings.

Those over 65 tend to find it harder to abandon old drinking habits, while younger drinkers are more health conscious.

"The public perception is that irresponsible drinking is the domain of younger drinkers, but research simply fails to back this up. The current generation of younger drinkers are one of the most sensible generations we have seen, and their attitude to alcohol - and indeed all drugs - is far more conservative than their Baby Boomer parents," said Johnny Forsyth, Mintel's global drinks analyst.

Overall sales of alcohol have fallen by 3% since 2009, but in-home sales are up 2% over the same period, with people more inclined to enjoy the cost effective option in post-recession times.

Wine is still the tipple of choice for those who drink at home, with 68% of Brits enjoying a glass of wine in their homestead. Lager is second on 50% with cider coming in third on 41%.

Indeed, cider is the drinks group enjoying the largest growth levels, according to Mintel, with the recent fad for non-apple ciders leading the charge. Forsyth said: "Cider has been the big winner in retail over the past couple of years, led by 18-24 year-old men and women. It now has 56% in-home penetration among this younger age group, which puts it equal to beer, which has struggled to engage with younger women."

Stella Artois was found to be the most consumed off-sale beer in the home, with Fosters coming in at second.