New IWSR consumer research suggests Gen Z now drinks alcohol at almost exactly the same rate as the wider adult population, challenging one of the drinks industry’s most persistent assumptions. Instead, the data points to Baby Boomers emerging as the generation drinking least.
The idea that Generation Z is turning its back on alcohol has been “conclusively debunked”, according to new consumer research from IWSR.
The latest edition of the global drinks analyst’s twice-yearly Bevtrac survey found that 74% of legal drinking age Gen Z consumers across 15 key markets now consume alcohol, almost identical to the overall adult participation rate of 76%.
The figure marks a significant increase from 66% three years ago, suggesting Gen Z’s drinking habits have stabilised at levels comparable with older generations.
Speaking about the findings, IWSR president and managing director Marten Lodewijks said: “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.”
Boomers become the true generation of moderation
Rather than younger consumers driving moderation, the survey suggests Baby Boomers are now drinking less than any other age group.
Boomers recorded the lowest participation rate of any generation at 71%, down two percentage points over the past three years.
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