Marks & Spencer is expanding its lower strength beer range this summer as growing numbers of customers look to moderate alcohol consumption while still enjoying social occasions.

The retailer has introduced four new own label beers across its Foodhall stores nationwide with alcohol strengths ranging from 2.8% to 3.2% ABV.

The new additions include Lemon and Lime Shandy and Raspberry Shandy at 2.8% ABV alongside a Pale Ale Table Beer and Lager Table Beer both at 3.2% ABV.

The move increases the company’s overall mid strength alcohol range across beers, wines and spirits by 25% as demand continues to rise for alternatives sitting between full strength and alcohol free drinks.

Research commissioned by M&S found that almost a quarter of UK consumers now choose lower strength alcoholic drinks more often during the summer months while 16% say they regularly choose low or no alcohol options throughout the year.

Health concerns appear to be the biggest driver behind the shift with 76% of consumers saying wellbeing and moderation are key reasons for cutting back on alcohol consumption.

While mid strength beers still represent a relatively small part of the wider drinks market, retailers are increasingly responding to changing consumer habits as more people look for ways to socialise without drinking heavily.

The latest launch from M&S is designed to give customers more choice rather than encouraging higher alcohol consumption, particularly during longer summer gatherings and outdoor events where people may want to pace themselves more carefully.

Caroline Thompson Hill, Head of Beers, Wines and Spirits at M&S, said:

“We’re seeing a clear shift in how customers think about alcohol.

“Many people aren’t looking to stop drinking altogether, but they do want more control over how much they drink, particularly during summer when social occasions tend to increase.

“That’s why we are bringing out four, truly “sessionable” beers which offer the same great taste, at lower strengths.”

The launch also follows a wider transparency move by M&S earlier this year when the retailer voluntarily chose to include alcohol within its food sales reporting to better reflect the impact alcohol consumption can have on health.

The growing popularity of moderation reflects a wider shift in consumer behaviour across the UK as drinkers increasingly look for balance rather than extremes.

For supermarkets and drinks brands alike, the message is becoming difficult to ignore.