Drinking on the rise among Canada's Gen Z: international survey
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Previous research about Gen Z alcohol consumption that painted them as abstainers. For example, in 2020, researchers from the University of Michigan reported that abstention was steadily increasing among college-age Americans. In August 2024, a Gallup study found 65 per cent of U.S. adults under 35 considered drinking unhealthy.
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An IWSR research survey conducted in March has turned that picture of Gen Z on its head. 'The idea that Gen Z drinkers are moderating significantly more than other generations isn't backed up by the data in our latest survey,' says Richard Halstead, IWSR's COO Consumer Insights.
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IWSR interviewed 1,374 Canadian adults in total for its spring survey. This number was determined to be a representative sample of the national population of adults of legal drinking age in Canada.
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The percentage of Canada's Gen Z legal drinking-age (LDA) population who reported drinking rose from 56 per cent in spring 2023 to 69 per cent in spring 2025.
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Gen Z drinking more 'is based on what we call 'participation rate,'' says Halstead. To be considered a drinker, respondents must have had one or more drinks in the past six months, he wrote to National Post in an email.
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The recent survey found a third of Canadian Gen Z drinkers reported that the last time they drank it was at a bar, restaurant or club — significantly higher than Canadian drinkers as a whole. Nearly four in five reported consuming spirits, which is higher overall than all drinkers in Canada.
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How does Gen Z compare to the other generational cohorts?
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The Canadian data for the other generational cohorts shows a small increase among Millennials: 71 per cent (April 2023) to 75 per cent (March 2025). However, alcohol consumption fell for Gen Xers (77 per cent in 2023 to 76 per cent in 2025) and Boomers (76 per cent in 2023 down to 72 per cent in 2025).
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IWSR defines these age cohorts as follows: Gen Z (18−27); Millennials (28−43); Gen X (44−59); Boomers (60+).
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Increasing income played a role in alcohol consumption among Gen Z drinkers, says Halstead. 'As more Gen Z LDA drinkers approach their mid-twenties, their disposable income is increasing, and that generally correlates with increased alcohol purchases.'
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Vancouver Sun
6 hours ago
- Vancouver Sun
Drinking on the rise among Canada's Gen Z: international survey
Drinking among Gen Zers is on the rise in many major markets throughout the world, including Canada, according to IWSR , a British-based firm that analyzes drinking patterns. Previous research about Gen Z alcohol consumption that painted them as abstainers. For example, in 2020, researchers from the University of Michigan reported that abstention was steadily increasing among college-age Americans. In August 2024, a Gallup study found 65 per cent of U.S. adults under 35 considered drinking unhealthy. An IWSR research survey conducted in March has turned that picture of Gen Z on its head. 'The idea that Gen Z drinkers are moderating significantly more than other generations isn't backed up by the data in our latest survey,' says Richard Halstead, IWSR's COO Consumer Insights. Start your day with a roundup of B.C.-focused news and opinion. By signing up you consent to receive the above newsletter from Postmedia Network Inc. A welcome email is on its way. If you don't see it, please check your junk folder. The next issue of Sunrise will soon be in your inbox. Please try again Interested in more newsletters? Browse here. IWSR interviewed 1,374 Canadian adults in total for its spring survey. This number was determined to be a representative sample of the national population of adults of legal drinking age in Canada. The percentage of Canada's Gen Z legal drinking-age (LDA) population who reported drinking rose from 56 per cent in spring 2023 to 69 per cent in spring 2025. Gen Z drinking more 'is based on what we call 'participation rate,'' says Halstead. To be considered a drinker, respondents must have had one or more drinks in the past six months, he wrote to National Post in an email. The Canadian data for the other generational cohorts shows a small increase among Millennials: 71 per cent (April 2023) to 75 per cent (March 2025). However, alcohol consumption fell for Gen Xers (77 per cent in 2023 to 76 per cent in 2025) and Boomers (76 per cent in 2023 down to 72 per cent in 2025). IWSR defines these age cohorts as follows: Gen Z (18−27); Millennials (28−43); Gen X (44−59); Boomers (60+). Increasing income played a role in alcohol consumption among Gen Z drinkers, says Halstead. 'As more Gen Z LDA drinkers approach their mid-twenties, their disposable income is increasing, and that generally correlates with increased alcohol purchases.' IWSR research says cost-of-living pressures have meant most consumers focused more on buying essentials and staying home, rather than going out drinking. Otherwise, Halstead says the impact of demographic factors such as gender and household income has 'been fairly consistent in Canada.' Instead, he adds, an increasing number of people are reaching legal drinking age within Gen Z, boosting consumption for that cohort. Gen Z alcohol consumption is also growing in other key markets. In the U.S., consumption among Gen Z consumers rose from 46 per cent to 70 per cent over the same time-period. In the U.K. it jumped from 66 per cent to 76 per cent, in India up from 60 per cent to 70 per cent and in Australia up from 61 per cent to 83 per cent. Our website is the place for the latest breaking news, exclusive scoops, longreads and provocative commentary. Please bookmark and sign up for our daily newsletter, Posted, here .
Edmonton Journal
6 hours ago
- Edmonton Journal
Drinking on the rise among Canada's Gen Z: international survey
Drinking among Gen Zers is on the rise in many major markets throughout the world, including Canada, according to IWSR, a British-based firm that analyzes drinking patterns. Article content Previous research about Gen Z alcohol consumption that painted them as abstainers. For example, in 2020, researchers from the University of Michigan reported that abstention was steadily increasing among college-age Americans. In August 2024, a Gallup study found 65 per cent of U.S. adults under 35 considered drinking unhealthy. Article content Article content Article content An IWSR research survey conducted in March has turned that picture of Gen Z on its head. 'The idea that Gen Z drinkers are moderating significantly more than other generations isn't backed up by the data in our latest survey,' says Richard Halstead, IWSR's COO Consumer Insights. Article content Article content IWSR interviewed 1,374 Canadian adults in total for its spring survey. This number was determined to be a representative sample of the national population of adults of legal drinking age in Canada. Article content The percentage of Canada's Gen Z legal drinking-age (LDA) population who reported drinking rose from 56 per cent in spring 2023 to 69 per cent in spring 2025. Article content Gen Z drinking more 'is based on what we call 'participation rate,'' says Halstead. To be considered a drinker, respondents must have had one or more drinks in the past six months, he wrote to National Post in an email. Article content Article content The recent survey found a third of Canadian Gen Z drinkers reported that the last time they drank it was at a bar, restaurant or club — significantly higher than Canadian drinkers as a whole. Nearly four in five reported consuming spirits, which is higher overall than all drinkers in Canada. Article content How does Gen Z compare to the other generational cohorts? Article content The Canadian data for the other generational cohorts shows a small increase among Millennials: 71 per cent (April 2023) to 75 per cent (March 2025). However, alcohol consumption fell for Gen Xers (77 per cent in 2023 to 76 per cent in 2025) and Boomers (76 per cent in 2023 down to 72 per cent in 2025). Article content IWSR defines these age cohorts as follows: Gen Z (18−27); Millennials (28−43); Gen X (44−59); Boomers (60+). Article content Increasing income played a role in alcohol consumption among Gen Z drinkers, says Halstead. 'As more Gen Z LDA drinkers approach their mid-twenties, their disposable income is increasing, and that generally correlates with increased alcohol purchases.'
National Post
6 hours ago
- National Post
Drinking on the rise among Canada's Gen Z: international survey
Drinking among Gen Zers is on the rise in many major markets throughout the world, including Canada, according to IWSR, a British-based firm that analyzes drinking patterns. Article content Previous research about Gen Z alcohol consumption that painted them as abstainers. For example, in 2020, researchers from the University of Michigan reported that abstention was steadily increasing among college-age Americans. In August 2024, a Gallup study found 65 per cent of U.S. adults under 35 considered drinking unhealthy. Article content Article content Article content An IWSR research survey conducted in March has turned that picture of Gen Z on its head. 'The idea that Gen Z drinkers are moderating significantly more than other generations isn't backed up by the data in our latest survey,' says Richard Halstead, IWSR's COO Consumer Insights. Article content The percentage of Canada's Gen Z legal drinking-age (LDA) population who reported drinking rose from 56 per cent in spring 2023 to 69 per cent in spring 2025. Article content Gen Z drinking more 'is based on what we call 'participation rate,'' says Halstead. To be considered a drinker, respondents must have had one or more drinks in the past six months, he wrote to National Post in an email. Article content The recent survey found a third of Canadian Gen Z drinkers reported that the last time they drank it was at a bar, restaurant or club — significantly higher than Canadian drinkers as a whole. Nearly four in five reported consuming spirits, which is higher overall than all drinkers in Canada. Article content How does Gen Z compare to the other generational cohorts? Article content The Canadian data for the other generational cohorts shows a small increase among Millennials: 71 per cent (April 2023) to 75 per cent (March 2025). However, alcohol consumption fell for Gen Xers (77 per cent in 2023 to 76 per cent in 2025) and Boomers (76 per cent in 2023 down to 72 per cent in 2025). Article content IWSR defines these age cohorts as follows: Gen Z (18−27); Millennials (28−43); Gen X (44−59); Boomers (60+). Article content What is contributing to increased Gen Z alcohol consumption? Article content Increasing income played a role in alcohol consumption among Gen Z drinkers, says Halstead. 'As more Gen Z LDA drinkers approach their mid-twenties, their disposable income is increasing, and that generally correlates with increased alcohol purchases.' Article content IWSR research says cost-of-living pressures have meant most consumers focused more on buying essentials and staying home, rather than going out drinking. Article content Otherwise, Halstead says the impact of demographic factors such as gender and household income has 'been fairly consistent in Canada.' Instead, he adds, an increasing number of people are reaching legal drinking age within Gen Z, boosting consumption for that cohort. Article content Gen Z alcohol consumption is also growing in other key markets. In the U.S., consumption among Gen Z consumers rose from 46 per cent to 70 per cent over the same time-period. In the U.K. it jumped from 66 per cent to 76 per cent, in India up from 60 per cent to 70 per cent and in Australia up from 61 per cent to 83 per cent. Article content
