Why is Gen Z drinking less alcohol?

By Sandra Queiroz

Generation Z is breaking one of the oldest habits of adult life: alcohol consumption. For this generation, physical and mental health, clarity, authenticity and self-control are more important than a few hours of fun and drunkenness. Hangovers have lost their glamour.

Drinking alcohol, sometimes in excess, has traditionally been seen as a rite of passage into adulthood, at least in the West. Young adults often drink to ease into socialisation, to have fun, meet new people and get away from day-to-day realities.

But research from the US National Institute on Drug Abuse shows that drinking habits started to decrease around the year 2000. This suggests that the decline affects mainly Generation Z, defined as anyone born from 1997 and 2012, and some Millennials, born between 1981 and 1996.

A 2023 survey from Gallup concluded that the percentage of US adults under the age of 35 who say they sometimes drink alcohol dropped 10 percent in two decades, to 62 percent in 2021-2023 from 72 percent in 2001-2003. 

And in the UK, a study of drinking behaviours published in 2019 showed that 16-to-25-year-olds were the most likely to completely abstain from alcohol, with 25 percent not drinking, compared to 55-to-74-year-olds, 15 percent of whom didn’t drink. 

Possible reasons for the change

Health and well-being: Generation Z is prioritising physical activity, a balanced diet and taking care of mental health, which might have contributed to the reduction in alcohol consumption.

More awareness of alcohol effects: this generation has easier access to information about the dangers of excess consumption, like mental and physical health. Awareness campaigns as well as media coverage might have helped younger generations to make more informed choices.

Social media influence: social media can have an important role promoting healthier lifestyles and alerting to the dangers of excessive alcohol consumption. Influencers and celebrities that opt for a healthier lifestyle can inspire young generations to do the same.

Social and cultural changes: Generation Z is questioning the ‘party culture’ and the need for excessive alcohol intake. Young people are looking for other ways of having fun and interacting with friends.

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A new type of celebration

John Homes, professor of alcohol policy at Sheffield University in the UK, said that Generation Z not only has a deeper awareness of health risks but they actively despise the notion of drunkenness.

“In the mid to late 2000s, getting drunk and binge drinking was a way friendships were formed and solidified – even experiencing the negative effects together was a key part of making and sustaining friends in adolescence and early adulthood,” he said. 

“But Gen Zers are more likely to see drunkenness as unpleasant, uncool or uninteresting.”

More than just stopping drinking, this generation is redefining what it means to socialise and celebrate. This change is not only having a direct impact in the global drink industry but also in the events sector.

The alcohol-free drink market is predicted to generate around US$3.8 trillion by 2034, driven by categories like kombuchas, mocktails and functional drinks. Meanwhile, the alcoholic sector is expected to rise just one percent per year by 2027, according to IWSR Drinks Market Analysis.

Traditional companies are working to expand their portfolios with no-alcohol and low-alcohol products.

While that happens, bars and clubs in big urban centres are organising ‘sober friendly’ parties, where the music is loud and the energy intense, but everyone is sober.  

For example, in Seoul, South Korea, a growing trend called ‘coffee rave’ is emerging as a sober alternative to traditional clubbing where people can socialise, dance and enjoy music without alcohol. In other big urban centres, young generations are even enjoying pottery or painting classes on a Friday or Saturday night.

A passing trend, or here to stay?

This alcohol awareness is not a passing trend. It’s a reset of values that is building new patterns of entertainment and marketing. Menus, market campaigns and social atmospheres need to reflect this new scenario. 

According to reports from Euromonitor and Mintel, by 2030 alcohol consumption between young generations will fall by 20 percent globally, while the alcohol-free market will double.

The message is clear: future events will have to prioritise a more clear-headed way of socialisation and well-being.

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