It appears that the “sober-curious” trend popularized by Generation Z is on the decline, with a recent study revealing an increase in alcohol consumption amongst this demographic. According to IWSR, a leading provider of drinks data and insights, 73% of Gen Zers across 15 international markets had consumed alcohol in the last six months, marking a significant increase from 66% in 2023.
A Growing Trend in the U.S.
In the United States, the increase in Gen Z’s drinking habits is particularly noticeable. The study found that 70% of American Gen Z respondents had consumed alcohol in the past six months, a dramatic rise from less than half in 2023.
While this generation is not excessively selective about their choice of alcohol, they seem to lean towards spirits. The survey also revealed that Gen Zers are more likely to consume alcohol at bars, clubs, or restaurants compared to adult drinkers overall.
The Influence of Age and Income
The shift in Gen Z’s drinking habits could be attributed to age and increased earnings. As the oldest members of this generation approach their late twenties, they have more disposable income to spend on alcohol.
Despite the initial struggles faced by many young adults in securing entry-level jobs after college, a Bank of America report from March anticipates that Gen Z could become the wealthiest generation in the next decade. With a predicted cumulative income of $36 trillion, it’s plausible that a portion of this disposable income is being directed towards alcohol.
An Active Choice
Interestingly, Gen Zers are not just drinking more because they can afford to, they are actively choosing to do so. The study found that Gen Z respondents were more likely than any other generation to affirmatively respond to the question, “I am actively choosing to drink more.”
Aligning with Previous Generations
The current drinking habits of Gen Z are now aligning with past generations, who also exhibited a similar increase in alcohol consumption during their twenties. As such, Gen Z isn’t responsible for the decline in alcohol sales, as some might presume.
“With every year that passes, more Gen Z drinkers are entering the workforce, and those already in the workforce are typically earning more. I think we should expect that, as their incomes rise, they will drink more often – just as Millennials did before them,” said Richard Halstead, IWSR’s COO of Consumer Insights.
Key Takeaways
- Gen Z’s drinking habits have increased, with 73% having consumed alcohol in the past six months.
- The increase in alcohol consumption is particularly significant in the U.S., with 70% of Gen Z respondents reporting they had consumed alcohol in the past six months.
- The shift in drinking habits could be related to Gen Z’s increasing age and income.
- Gen Z is actively choosing to drink more, aligning with the drinking habits of previous generations.
As Gen Z continues to mature and accumulate wealth, it will be interesting to monitor how their drinking habits evolve. For now, it’s clear that this generation’s approach to alcohol is changing, signaling potential implications for the beverage industry.
