Survey of 26,000 People Across the 15 Largest Global Alcohol Markets
73% of Generation Z Say "I Have Consumed Alcohol in the Past Six Months"
Alcohol consumption among young people, who were previously regarded as the "sober generation" and perceived as pursuing healthier lifestyles compared to previous generations, has increased over the past two years, according to recent findings.
On July 2 (local time), British daily The Times and other foreign media outlets reported that IWSR, a UK-based alcoholic beverage market analysis firm, conducted a survey of 26,000 people across the world’s 15 largest alcohol markets. The survey found that 73% of Generation Z?defined as those from the legal drinking age up to 27 years old?answered "yes" when asked if they had consumed alcohol in the past six months.
This figure is up 7 percentage points from 66% two years ago for the same period. This increase is the steepest among all generations. The Times interpreted this as an indication that "young people, tired of staying at home, are choosing to socialize and meet people in bars."
Richard Halstead, head of consumer insights at IWSR, explained that previous findings showing younger generations drank less than older ones were not due to a shift in social habits, but rather a result of soaring living costs. He stated, "Alcohol consumption is correlated with disposable income, and Generation Z reached adulthood during a period of rapidly rising living expenses." He also pointed out that rising prices have been particularly severe at pubs and restaurants, which are the most popular venues for Generation Z drinkers.
Regarding the reasons for the increase in alcohol consumption among Generation Z, he explained, "Every year, more Generation Z drinkers are entering the workforce, and those who are already employed generally have higher incomes."
However, despite this trend, the proportion of Generation Z drinkers still falls slightly short of the overall average of 78%. In this survey, 83% of Millennials (aged 28 to 43) reported having consumed alcohol in the past six months. In the same survey two years ago, 79% of Millennials responded affirmatively to the same question.
Among Generation X (aged 44 to 59), the proportion was 79%, and among Baby Boomers (aged 60 and older), it was 72%. The drinking rate for Generation X increased by 2 percentage points from 77% two years ago, while the rate for Baby Boomers decreased by 1 percentage point from 73% two years ago.
IWSR also found significant generational differences in attitudes toward alcohol abstinence. Among Generation Z, 60% reported practicing "occasional abstinence," a figure markedly higher than the overall average of 40% among drinkers. The Times noted that Generation Z was found to consume more spirits than other generations, stating, "This suggests that the common belief that young people enjoy vodka at parties is somewhat accurate."
Halstead added that the recent decline in alcohol consumption is cyclical, driven by economic conditions, rather than structural. He commented, "This is good news for alcohol companies, which have faced falling share prices and other challenges in recent years as the narrative of a structural decline in alcohol demand gained traction."
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