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Gen Z continues shift away from alcohol
In what might be worrying news for drinks brands, Gen Z Brits are drinking even less than they were a year ago, according to the latest data from CGA by NIQ.
The younger generation’s move towards “moderation” is well-documented, with the global wine industry especially concerned about what will happen if the youth of today opt for other drinks.
While much of the concern from those working in more traditional drinks categories has stemmed from the idea that members of Generation Z (those born in the late 90s and early 2000s) are instead ordering and buying alternatives, such a RTDs and hard seltzers, the new OPUS data from CGA by NIQ reveals that the overall shift is away from alcohol consumption altogether.
According to the findings, the demographic of those of legal drinking (LDA) age up to the age of 24 has seen a particular hit, with a staggering 30% claiming that they are drinking less than they did a year ago, and 13% completely abstaining from alcohol. The reason many of this cohort cite is health, with almost three-quarters (74%) saying that they are aiming to lead a “healthy” lifestyle.
Although this is not the news that the drinks sector will want to hear, it is not necessarily bad news for the hospitality industry, with 60% of the LDA to 24-year-old bracket claiming to go out to the on-premise weekly.
Perhaps surprisingly, in spite of the number of young teetotallers being supposedly on the rise, the data reveals that sales of soft drinks have not spiked, though 18-24-year-olds are reportedly 6% more likely to order a soft drink at the bar than the average consumer. Also cited is the phenomena of ‘zebra striping’ where drinkers alternate between alcoholic and non-alcoholic beverages over the course of the evening.
“As moderation becomes a key trend, particularly among younger generations, the ability to offer appealing, high-quality, and health-conscious soft drinks is crucial for success,” commented CGA client director Violetta Njunina. “Suppliers who tap into these insights and align their strategies are better positioned to lead in this new era of beverage consumption.”
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