The IWSR Bevtrac survey, which analyses consumer views in 19 markets, found the narrative that Gen Z’s (born 1997 to 2012) are turning their back on alcohol is ‘conclusively debunked.’
However, Boomers, (born 1946 to 1964), registered significant declines across all consumption metrics, and now have the lowest drinking rate of any generation at just 71%.
They also reported the smallest number of drinking occasions of any generation and consume the smallest number of drinks when they do drink (an average of 2.6 drinks per occasion).
According to IWSR’s twice yearly Bevtrac survey of consumer behaviour, the drinking rate among Gen Z legal drinking age (LDA+) consumers has stabilised at 74%. This rate is up from 66% three years ago.
Millennials (1981 to 1996) reported the highest beverage alcohol participation rate of any generation at 81%, while Gen X (1965 to 1980) ranked second highest with an average of 77%.
Gen Z LDA+, which account for 17% of the drinking population, have drinking habits that are distinct from previous generations. More Gen Z LDA+ drinkers reported drinking cocktails in the past six months than other generations (84%) and they are the most likely to heed government health guidance on alcohol (49%).
Gen Z LDA+ drinkers were the most likely to report drinking beverage alcohol with five or more people on their last occasion (18%).
However, moderation and choosing to drink less has become the default position for the majority of drinkers in every market, the analysis found.
“The narrative that Gen Z is the generation of moderation is now conclusively debunked. While Gen Z consumers are creating new patterns for engaging with beverage alcohol, the evidence demonstrates that Gen Z consumers enjoy drinking at roughly the same levels as the rest of society,” said IWSR President and Managing Director Marten Lodewijks.
“If this trend continues, it may actually be the Boomers, not Gen Z, who deserve the title ‘generation of moderation.’
The Bevtrac survey also revealed how moderation is taking place across all generations.
Lodewijks said the evidence showed that frequency and drink per occasion are dropping. While “almost certainly” down to continued economic uncertainty, he also highlighted growing evidence that where incomes are rising, beverage alcohol consumption does not keep pace, meaning lifestyle choices are involved.
The survey respondents were from the 15 markets polled in previous surveys: Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, South Africa, Spain, Taiwan, the US, and the US, as well as respondents from four new markets: Nigeria, South Korea, Thailand and Vietnam.
