More than half of midlife drinkers have consumed or would try alcohol-free drinks.
It's a total of 51 per cent of people aged between 45 and 64 compared with 48 per cent last year, according to a poll by YouGov. It comes as charity Drinkaware campaigns to get adults taking more Drink Free Days each week.
Drinkaware Chief Executive Elaine Hindal said: "Midlife drinkers often get bad press when it comes to their drinking habits, but this new research tells us that more older men and women are willing to embrace alternatives.
"People in their 40s, 50s and 60s are most at-risk of alcohol-related health harms because they tend to drink more regularly and above the recommended guidelines. So it's great to see a significant increase over the last couple of years in people within this age group feeling positively about lower or no-alcoholic drinks.
"Even switching to lower strength alcoholic drinks can make a difference to your health. And it's a great way of moderating your drinking."
Drinkaware recommends staying within the Chief Medical Officers' low risk drinking guidelines of 14 units of alcohol per week and spreading these over three or more days.
Research from the Drinkaware Monitor 2018 also reveals that drinkers under the age of 45 feel more positively about lower strength alcoholic drinks than drinkers aged 45 and over.
More than two thirds (68 per cent) of drinkers aged 18 to 44 say they either currently drink, have done, or would consider drinking lower strength drinks. This is compared with 61 per cent of drinkers over the age of 45.
And 47 per cent of drinkers aged 18 to 44 say they drink non-alcoholic beer, wine or spirit substitutes. This is compared with 46 per cent of drinkers over the age of 45.