DECREASING ALCOHOL CONSUMPTION…
1. Millennials drink -20% less than former generations
A 2018 report from Berenberg Research confirmed the declining alcohol consumption trend and that Millennials in the UK drink -20% alcohol than previous generations.
2. 29% of young people are “non-drinkers“
A study released on 2017 found that 29% of under 25 year olds said they didn't drink, compared to 18% in 2005.
3. Lowest alcohol consumption level since WW2
In 2017, alcohol consumption dropped to the lowest level since the Second World War.
4. -2.4 liters less alcohol per person than 25 years ago
Swiss people drink much less today than they did 25 years ago - consumption fell from 10.1 liters per capita in 1992 to 7.7 liters in 2018.
DESIRE TO BE MORE CONSCIOUS AND MINDFUL…
5. 56% of millennials are mindful drinkers
56% of millennials class themselves as mindful drinkers versus 37% of baby boomers, according to a September 2019 survey of 2,400 British workers.
6. Main reasons for not drinking
According to studies and self-conducted interviews, the main reasons for not drinking or drinking less are the overall health trend, weight control, avoiding hangovers, fear of losing control and the typical “can’t drink”-reasons driving, pregnancy, meeting next day.
YET NOT-DRINKING IS STILL NOT FULLY ACCEPTED…
7. 75% feel pressure to drink
DrinkAware's study suggested that 75% of 18-34 year olds felt pressure to drink…
8. 1 in 5 gets teased for not drinking enough
…while one in five said they'd actually been teased for not drinking enough.
SEEKING FOR MORE NON-ALCOHOLIC VARIETY...
9. 61% want more non-alcoholic alternatives
61% of drinkers mentioned that they want more non-alcoholic drinks choices, according to a 2019 report by Distill Ventures.
10. 58% increased no and low abv drinks consumption
58% of consumers are drinking more low or non-alcoholic drinks than 2016.
Taylor K. (2018, February 21). Millennials are dragging down beer sales — but Gen Z marks a 'turning point' that will cause an even bigger problem for the industry. Retrieved from https://www.businessinsider.com/millennials-gen-z-drag-down-beer-sales-2018-2?r=US&IR=T
Press Association (2018, October 10). Nearly 30% of young people in England do not drink, study finds:https://www.theguardian.com/society/2018/oct/10/young-people-drinking-alcohol-study-england
Tiefster Pegel seit dem Zweiten Weltkrieg - Schweizer trinken immer weniger Alkohol (2018, September 28): https://www.blick.ch/incoming/tiefster-stand-seit-dem-zweiten-weltkrieg-schweizer-trinken-immer-weniger-alkohol-id7198118.html
«Sober curious» - Millennials wollen feiern – aber bitte ohne Kater (2019, Dezember 15): https://www.20min.ch/story/millennials-wollen-feiern-aber-bitte-ohne-kater-409290913344
Sober-curiosity: Why millennials drink less alcohol but aren't ...
Millennials are cutting down on alcohol without going completely teetotal — and as one of them, I understand why (2020, March 8): https://www.insider.com/sober-curiosity-why-millennials-drinking-less-alcohol-not-tee-total-2020-3
Dry January: ‘I thought not drinking was just for alcoholics’ (2020, January 3): https://www.bbc.co.uk/bbcthree/article/ee7aa735-492c-42da-9ff2-e46adebf7a9e
Gunstone B., Samra S. (2019). Drinking behavior and peer pressure in relation to alcohol: https://drinkaware-web.azureedge.net/media/novbxssv/drinkaware-monitor-2019-peer-pressure-final.pdf?v=0.0.9
Are work drinks on the rocks? (2019, October 2): https://www.totaljobs.com/advice/are-work-drinks-on-the-rocks
The growth of the non alcoholic drinks category (2017): https://distillventures.com/insights-and-trends/non-alcoholic-drinks-category