What UK CBD drinkers told us: our 2026 customer survey
Quick answer
We asked Little Rick customers in the UK when and why they drink CBD. 59 people completed the survey between 29 October and 7 November 2026. Most drink it on a weeknight at home (53%), mainly to relax (82%). Six in ten are cutting back on alcohol (32%) or have stopped drinking (28%). And when choosing an evening drink, “how it makes me feel” mattered far more than price, sugar or calories.
Last reviewed 7 November 2026. Figures are from survey responses up to 7 November 2026, 16:07 UK time. The survey is still open: 59 completes so far (29 October to 7 November 2026), and we’ll update these figures as more answers come in. Sources are listed at the end of this page.
How we ran it
- Who: UK customers and email subscribers of littlerick.co.uk, invited by email in waves from 29 October 2026. 59 completed it: 34 subscribers, 11 repeat buyers, 6 one-time buyers, 5 lapsed customers and 3 people who hadn’t bought yet.
- Thank-you: everyone who finished got the same £6 thank-you (store credit, money off a next subscription box, or a first-order code). It never depended on what they answered.
- Reading the numbers: most questions were optional and some were only for buyers, so each result shows how many people answered it (n). Percentages are rounded. Where people could pick more than one answer, totals add up to more than 100%.
- Limits: these are our own customers, not a sample of all UK adults, and 59 is a small sample. Read the results as a picture of people who already drink CBD, not as national figures.
When people reach for a CBD drink
| Moment (n=59) | Share |
|---|---|
| Weeknight wind-down at home | 53% |
| To help me switch off before bed | 24% |
| Weekend evening at home | 17% |
| Another time | 5% |
| With friends or at a get-together | 2% |
This is a home drink. Only one person in 59 said they mostly drink it with friends.
What they want from it
| Reason, up to 3 each (n=51) | Share |
|---|---|
| To relax or take the edge off | 82% |
| To cut down on alcohol | 25% |
| Something grown-up that isn’t alcohol | 25% |
| The taste | 25% |
| To sleep better | 20% |
| A treat | 10% |
| To feel sociable without a hangover | 4% |
Their drinking right now
| Which best describes your drinking? (n=50) | Share |
|---|---|
| I’m actively cutting back | 32% |
| I’ve stopped completely | 28% |
| I drink alcohol and I’m happy with how much | 28% |
| I’ve never really drunk | 8% |
| Prefer not to say | 4% |
What they’d be drinking otherwise
We asked: “If Little Rick didn’t exist, what would you be drinking in that moment?”
| Answer (n=51) | Share |
|---|---|
| Another CBD drink | 29% |
| Tea or water | 20% |
| Wine | 14% |
| A soft drink | 10% |
| Alcohol-free beer | 10% |
| Nothing | 6% |
| Alcohol-free wine | 4% |
| Beer or cider | 4% |
| Spirits or a G&T | 4% |
About one in five (22%) would otherwise reach for wine, beer or spirits.
What matters most in an evening drink
Everyone saw four sets of four qualities and picked the one that mattered most and the one that mattered least in each set. Each quality appeared twice per person, so if all eight mattered equally, each would be picked as “most” about 25% of the time.
| Quality | Picked as most important | Picked as least important |
|---|---|---|
| How it makes me feel | 62% | 1% |
| Price per can | 29% | 15% |
| No alcohol, no hangover | 27% | 15% |
| Natural ingredients | 22% | 14% |
| Zero sugar | 15% | 25% |
| No artificial sweeteners | 14% | 21% |
| Tastes like the real thing (wine, beer or a cocktail) | 13% | 37% |
| Zero calories | 12% | 34% |
The effect wins by a distance: it was picked as least important once in 117 showings. Tasting “like the real thing” and zero calories came last. People aren’t looking for a fake wine; they want a drink that does something.
Sugar and calories
| If you had to choose… (n=59) | Share |
|---|---|
| A little real sugar (about 5g a can) and no sweeteners | 36% |
| Zero sugar, sweetened with a natural sweetener like stevia | 34% |
| I don’t mind | 31% |
| How much do calories affect what you drink in the evening? (n=56) | Share |
|---|---|
| I don’t think about it | 39% |
| It’s a nice bonus | 38% |
| I check and choose low or zero | 23% |
Opinion splits almost evenly on sugar. Today, Raspberry Coconut is our zero-sugar flavour; the other three use some sugar plus stevia.
How much, and which flavour
| Cans in a typical week (n=50) | Share |
|---|---|
| Less than 1 | 6% |
| 1–2 | 32% |
| 3–5 | 38% |
| 6–10 | 20% |
| More than 10 | 4% |
| Favourite flavour (n=51) | Share |
|---|---|
| Raspberry Coconut | 29% |
| Piña | 25% |
| Raspberry Lemonade | 18% |
| Mint & Lime | 16% |
| I like the mix | 12% |
Value, and what would make them buy more
| Compared with what you’d otherwise drink, Little Rick feels… (n=49) | Share |
|---|---|
| Fair | 51% |
| A bit pricey | 39% |
| Great value | 8% |
| Too expensive | 2% |
| What would make you buy more often? Up to 2 (n=51) | Share |
|---|---|
| A lower price per can | 57% |
| New flavours | 37% |
| Being in shops near me | 20% |
| Less sugar or sweetener | 14% |
| A stronger or milder option | 12% |
| Nothing, it’s right as it is | 6% |
| Smaller packs to mix and match | 2% |
Of the 32 subscribers who answered, 84% said their subscription arrives in “just the right” amount.
How they found us, and where they shop
| How did you first hear about Little Rick? (n=56) | Share |
|---|---|
| I can’t remember | 21% |
| A friend or family member | 20% |
| 14% | |
| Google search | 14% |
| 11% | |
| Saw it in a shop | 9% |
| TikTok | 7% |
| A press article | 2% |
| An AI assistant | 2% |
78% (n=51) tried their first can by ordering online from us.
| Where do you do most of your shopping? Any (n=57) | Share |
|---|---|
| Aldi or Lidl | 44% |
| Tesco | 42% |
| Amazon | 28% |
| Sainsbury’s | 26% |
| Asda | 19% |
| Morrisons | 19% |
| M&S | 16% |
| If you could pick up Little Rick in one shop near you, where? (n=52) | Share |
|---|---|
| Aldi or Lidl | 27% |
| Tesco | 19% |
| Sainsbury’s | 15% |
| A pub or bar | 8% |
| Asda | 6% |
| Co-op | 6% |
Would they recommend it?
Asked how likely they’d be to recommend Little Rick to a friend on a 0–10 scale (n=51), 65% answered 9 or 10 and 4% answered 6 or below. That gives a Net Promoter Score of +61. The average answer was 9.1.
| Who else in your life would love it? Any (n=50) | Share |
|---|---|
| Friends who don’t drink | 60% |
| Friends who are cutting back | 52% |
| My partner | 34% |
| Colleagues | 28% |
| Parents or older relatives | 16% |
In their own words
We asked how they’d describe Little Rick to a friend who’s never tried it. These are from people who said we could quote them.
- “Helps me wind down without the grogginess of wine and tastes delicious.” (subscriber)
- “A tasty cocktail without the hangover - and takes the edge off.” (one-time buyer)
- “Feels like an alternative to beer on a Friday, other cbd drinks don’t give that same feeling.” (subscriber)
- “Delicious chill in a can.” (repeat buyer)
- “Adult soft drink with CBD but doesn’t make you high.” (repeat buyer)
Who answered
| Age (n=59) | Share |
|---|---|
| 25–34 | 12% |
| 35–44 | 27% |
| 45–54 | 27% |
| 55–64 | 22% |
| 65 or over | 10% |
| Prefer not to say | 2% |
64% were women, 32% men and 3% preferred not to say (n=59). 59% work mostly 9 to 5 and 17% are retired (n=58).
What we’re doing with it
The answers shape what we make and where we sell it. If you’re cutting back, our guide to alcohol-free drinks and our side-by-side of CBD drinks vs alcohol, beer and kombucha are good next reads. Curious why the effect matters so much? See full-spectrum vs isolate CBD.
Shop: Raspberry Coconut (zero sugar) · CBD Drinks Mix Pack · Read the reviews
Frequently asked questions
How many people took the survey?
59 UK customers and subscribers completed it between 29 October and 7 November 2026. Each result above shows how many people answered that question.
Were people paid to take part?
Everyone who finished received the same £6 thank-you, whatever they answered. Nobody was rewarded for positive answers.
Are these all Little Rick customers?
Almost all. 56 of the 59 had bought from us; 3 had signed up but not yet ordered. That’s why the results describe people who already drink CBD, not the whole UK.
Can I quote these numbers?
Yes. Please cite “Little Rick UK customer survey, 29 October – 7 November 2026, 59 completes” and link to this page.
Will you run it again?
We plan to. When we have new results, we’ll update this page and show the new dates and sample size.