Recent data from CGA by NIQ reveals a concerning trend in the drinks business – Gen Z is reducing their alcohol consumption at a higher rate than ever before. What was initially seen as a trend towards moderation among younger consumers is now being recognized as a lifestyle choice for the generation as a whole. This shift has sparked concern within the global wine and spirits industry about potential future changes in drinking habits.
One of the primary drivers behind Gen Z’s decision to cut back on alcohol consumption is their focus on health and wellness. A staggering 74% of young consumers claim that they are seeking a healthier lifestyle, which includes reducing their intake of alcohol. This emphasis on well-being extends beyond just avoiding alcohol and reflects a broader cultural movement towards holistic health.
The rise of alcohol-free social media pages and communities has played a significant role in amplifying this trend among Gen Z. Platforms like Instagram and TikTok are filled with influencers promoting non-alcoholic alternatives and advocating for “clean” living. Alcohol is often portrayed as a major deterrent to achieving a healthy lifestyle on these platforms, influencing consumer preferences in the process.
While the decrease in alcohol consumption may be worrying for the drinks industry, there are still opportunities for growth and innovation. Approximately 60% of Gen Z consumers still frequent bars and restaurants on a weekly basis, with a slight increase in the number of people opting for soft drinks instead of alcoholic beverages. This presents a significant opportunity for the drinks sector to develop appealing non-alcoholic options that cater to the preferences of health-conscious consumers.
As the market continues to evolve, alcohol brands will need to adapt to these shifting preferences in order to thrive in this new era of beverage consumption. Understanding and leveraging the changing habits of Gen Z can be turned into strategic opportunities for growth and innovation. It is crucial for suppliers to offer appealing, high-quality, and health-conscious soft drinks to meet the demands of today’s health-conscious consumers. By embracing these changes, the drinks industry can turn what may seem like a death knell into a new avenue for success.
The landscape of alcohol consumption is changing rapidly, particularly among Gen Z consumers. As health and wellness become top priorities for this generation, the drinks sector must respond by offering innovative and appealing non-alcoholic options that align with the preferences of today’s consumers. By embracing these shifts and adapting to changing trends, brands can thrive in this new era of beverage consumption.