Some 31% of us have now tried alcohol-free beer, and 19% of us cannot taste any difference between it and regular alcoholic beer, the survey found.

For those consumers looking to cut back on or eliminate alcohol consumption in January, 34% will be turning to alcohol-free beer, up from 20% last year.

Among millenials, 21% are likely to drink it this month, up 10% on 2014.

This is in line with a trend towards more healthy lifestyles among the young, with 41% of those aged 18 to 19 actively trying to cut back on their alcohol consumption.

One in ten women drink alcohol-free beer on a weekly basis.

Londoners are more likely to consume alcohol-free beer than any other UK city.