Alcohol Consumption Trends: A Shift in Habits for 2024
1. Millennials are Drinking Less Alcohol
Millennials consume 20% less alcohol than previous generations, as confirmed by a 2018 Berenberg Research report.
2. Rising Number of Non-Drinkers Among Youth
A 2017 study found that 29% of those under 25 abstain from alcohol, up from 18% in 2005.
3. Historic Low in Alcohol Consumption
By 2017, alcohol consumption reached its lowest level since World War II.
4. Alcohol Intake Down in Switzerland
Swiss citizens consume 2.4 liters less alcohol per person today than in 1992, with the rate dropping from 10.1 to 7.7 liters per capita by 2018.
The Mindful Drinking Movement Gains Traction
5. Mindful Drinking Among Millennials
A 2019 survey revealed 56% of millennials now practice mindful drinking, compared to just 37% of baby boomers.
6. Key Reasons for Reduced Drinking
Health consciousness, weight management, hangover avoidance, and the need for control drive the decline in alcohol consumption.
The Social Pressure to Drink Remains
7. Pressure to Drink Persists
75% of young adults report feeling pressured to drink, according to a DrinkAware study.
8. Teasing for Drinking Less
One in five young adults admit to being teased for not drinking enough.
A Growing Demand for Alcohol-Free Options
9. Increased Demand for Non-Alcoholic Choices
61% of drinkers desire more alcohol-free drink options, according to a 2019 Distill Ventures report.
10. Rising Popularity of No/Low Alcohol Drinks
The consumption of low and non-alcoholic drinks has risen by 58% since 2016.
As millennials and younger generations continue to prioritize health and mindful living, alcohol consumption trends are expected to keep declining into 2024. The demand for non-alcoholic alternatives has never been higher, making it essential for brands to cater to this growing market.
Sources:
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