Latest news with #Bevtrac
&w=3840&q=100)
Business Standard
4 days ago
- Business
- Business Standard
Gen Z defies 'sober generation' label, alcohol consumption picking up
For years, Gen Z has been known for embracing sobriety or drinking in moderation. But a new survey suggests that trend may be shifting. According to recent findings by the IWSR, a global firm that tracks beverage alcohol trends, Gen Z are showing renewed interest in drinking. The study surveyed more than 26,000 people across 15 global markets, including India. It highlights that Gen Z legal drinking age (LDA+) consumers are now engaging with alcohol at rates approaching those of older generations. It found that the proportion of Gen Z adults who reported consuming alcohol in the past six months rose from 66 per cent in March 2023 to 73 per cent in March 2025. While still slightly below the 78 per cent participation rate of all adults, Gen Z's consumption behaviour now mirrors that of previous generations more closely than before. India, in particular, stands out as a key market, where younger drinkers are not only participating but also influencing the wider industry with their preferences. But why were they drinking 'less'? Richard Halstead, Chief Operating Officer of Consumer Insights at IWSR, said that the less drinking could have been due to the 'cost-of-living' crisis. 'We know that beverage alcohol consumption correlates with disposable income, and Gen Z came of age during a cost-of-living crisis. Rising prices have been especially acute in bars and restaurants – places that appeal most to Gen Z drinkers,' Halstead. 'With every year that passes, more Gen Z consumers are entering the workforce, and those already in the workforce are typically earning more. I think we should expect that, as their incomes rise, they will drink more often – just as millennials did before them,' he said. India bucks global alcohol slowdown While much of the global alcohol industry faces cyclical declines, India remains one of the few bright spots, with Gen Z playing a significant role. 'India remains the only market with all three indicators – consumer sentiment, recalled volume and recalled spend – in positive territory, as upper-middle-class consumers continue to drink and spend more,' Halstead said. 'The clearest signs of robust growth come from India and Brazil: India is continuing to power ahead, with that momentum set to continue and younger drinkers to the fore,' the survey mentioned. Cyclical dip, not structural decline It further suggests that the current downturn in consumption is temporary rather than permanent — and that generational change is not to blame. 'According to this evidence, much of the recent decline is cyclical, not structural – and is definitely not the 'fault' of Gen Z,' Halstead said. The Bevtrac survey also highlights that Gen Z drinkers are more experimental in their approach to alcohol. On average, Gen Z drinkers consumed over five beverage categories in the past six months, compared to just over four among Boomers. They are also more likely to favour spirits and visit bars, restaurants or clubs for their last drinking occasion.
Newsweek
4 days ago
- Health
- Newsweek
Gen Z Is Drinking More Alcohol
Based on facts, either observed and verified firsthand by the reporter, or reported and verified from knowledgeable sources. Newsweek AI is in beta. Translations may contain inaccuracies—please refer to the original content. Gen Zers have long been known for their abstinence from alcohol and drugs as they focus on health, wellness and self-care. But the tide might be changing as a new survey from IWSR Bevtrac found that Gen Z's drinking has increased, putting its alcohol consumption in line with that of other generations. Why It Matters There has long been talk of a generational shift in attitudes toward drugs and alcohol. In December, researchers from the University of Michigan found that the percentage of students abstaining from drugs had hit record levels. A July 2024 study found that 64 percent of legal-drinking-age Gen Zers in the United States said they had not consumed alcohol in the six months leading up to May. An August Gallup study also found that 65 percent of adults under 35 viewed alcohol as unhealthy. A Russian River Brewing Company customer sipping the newly released Pliny the Younger triple IPA beer in Santa Rosa, California, on February 7, 2014. A Russian River Brewing Company customer sipping the newly released Pliny the Younger triple IPA beer in Santa Rosa, California, on February 7, To Know The Bevtrac survey, which covered 15 markets, found that the proportion of Gen Z adults of legal drinking age who said they had consumed alcohol in the past six months had risen from 66 percent in March 2023 to 73 percent in March 2025. In the U.S. specifically, the swing was more pronounced, rising from 46 percent to 70 percent. The survey also found that Gen Z drinkers were more likely to drink spirits and more likely to drink from a wider variety of alcoholic beverages. Additionally, Gen Z drinkers are more likely to drink in bars, restaurants or clubs than other adult drinkers. Almost half of Gen Z drinkers reported that a trade venue was their last drinking location, while just over a third of adult drinkers reported this. When asked to agree or disagree with the statement "I am actively choosing to drink more," Gen Z drinkers were the most likely demographic to answer in the affirmative. The consumer insights from Bevtrac are from a twice-yearly quantitative survey of more than 26,000 respondents across 15 global markets: Australia, Brazil, Canada, China, Germany, France, India, Italy, Japan, Mexico, Spain, South Africa, Taiwan, the U.K. and the U.S. What People Are Saying Richard Halstead, IWSR's chief operating officer of consumer insights, said in a news release: "Moderation has been a growing trend among all drinkers for several years, but the idea that Gen Z [legal drinking age] drinkers are somehow fundamentally different from other age groups isn't supported by the evidence. For instance, we know that beverage alcohol consumption correlates with disposable income, and Gen Z came of age during a cost-of-living crisis. Rising prices have been especially acute in bars and restaurants—places that appeal most to Gen Z drinkers." What Happens Next It remains to be seen whether the upward trend of alcohol consumption will continue for Gen Zers as they age.
Mint
13-05-2025
- Lifestyle
- Mint
India's Gen Z is drinking less, but drinking better
New Delhi: Young Indians are rethinking how they drink. A rising number of Gen Z consumers are cutting back on alcohol or trading quantity for quality, in line with a global shift towards health and wellness. Data indicates that Gen Z drinkers in India are more inclined to reduce their alcohol consumption compared to millennials, who continue to be the primary consumers of alcohol in India. 'There is a clear decline in alcobev consumption globally, and India is not immune to this trend," said Rajeev Samant, founder and CEO of Sula Vineyards. 'Even when we consider the demographic dividend, we still see people on Instagram advocating for a more alcohol-free lifestyle. Things have definitely changed. Alcohol consumption may not be evolving in the way we once expected." Traditionally, the under-30 age group has never been a major wine-consuming segment, he said. 'That said, this cohort in India today likely consumes more wine, relative to previous generations." According to data from IWSR, a global tracker of the alcoholic beverage industry, the attitude of Gen Z (those over the legal drinking age) towards alcohol in India differs significantly from millennials. 'In our latest Bevtrac report on consumer sentiment in India—Gen Z drinkers who choose to drink less outnumber those choosing to drink more by 5%," said Jason Holway, IWSR senior consultant. In a recent survey of full-strength drinkers, 25% of Gen Z drinkers have never chosen to abstain from alcohol for lifestyle reasons, while 41% have chosen to be away from alcohol for one month or more for lifestyle reasons. "In India, boomers, Gen X, and Gen Z are more likely to choose to drink less rather than drink more (millennials are the exception and continue to drive alcohol consumption)," said Holway. As per IWSR, millennials are the generation in India least likely to choose moderation. Millennials who choose to drink more outnumber those choosing to drink less by 8%. Around 28% of millennials have never chosen to abstain from alcohol for lifestyle reasons, while 36% have chosen to abstain from alcohol for a month or more for lifestyle reasons. While older consumers continue with established drinking patterns, younger legal-age drinkers are actively reshaping norms, he said. This doesn't mean Gen Z is abstaining entirely. With increased exposure to bars, pubs, and live events, younger consumers still drink—but with more restraint and a conscious approach. Take New Delhi-based Kanika Dua, for instance. The 28-year-old has cut down from three to four drinks a night to a maximum of two or three. 'It shows up the next day, and with work starting early, I cannot afford a mid-week binge," she said. The era of guzzling is over, said Alok Gupta, managing director at liquor company Allied Blenders and Distillers (ABD). 'There is a need to consume better—so instead of three large drinks consumers may opt for two nice cocktails. Consumers want to prioritise morning workouts or early morning work commitments," he said. Also Read: Delhi's beer shelves are full—but where are the big brands? Booze break Gupta said growing awareness around health and fitness is influencing beverage choices. "The lens through which they consume F&B (food and beverages) has changed," he explained. "The fitness piece brings focus on better consumption, considering factors like calorie count and protein-carb balance, which extends to both foods and beverages. The concern isn't just about drinking less, but also drinking better, leading to premiumization," he added. Consumers are drinking better quality gin or tequila and even trading up to better whiskey or scotch. There are early signs of the "sober curious" trend among Gen Z, though its impact in India is still marginal compared to countries like the US, Vikram Achanta, founder of Tulleeho, a Delhi-based drinks consultancy said. 'There's talk of younger consumers drinking less, but it's not yet meaningful from a volume perspective. India is insulated from some of the shifts we're seeing in the West," he said. Still, they're more conscious of alcohol content. "A Spritz (with 8-10% alcohol content) might appeal more than a Martini (with 20-35% alcohol content)," he said. Mint earlier reported that a growing number of urban Indians were embracing sobriety or moderation—not necessarily due to heavy drinking but because of health concerns tied to their lifestyles. This rising "sober curious" sentiment is fuelling demand for non- and low-alcohol alternatives. This gave rise to a number of new-age startups, brands like Catwalk Botanics, Sober, Copenhagen Sparkling Tea and others that are focused on either creating or importing products from different markets. Though the category remains under 1% of the broader alcobev market, it is slowly gaining traction in metro cities. Global giants like Heineken and Beefeater have also entered this space. Despite growing moderation trends, alcohol consumption in India is growing. The country, with its large population, remains a large market for alcoholic beverages. The compound annual growth rate (CAGR) of total alcohol beverage industry in India from 2018 to 2023 was over 2%. Also Read: Beer brewers, after two tepid years, raise a toast to a longer, meaner summer According to Gupta of ABD, more legal drinkers are entering the market annually, and evolving social norms have led to greater acceptance of social drinking and increased alcohol consumption among women. Volume growth may slow, but consumer numbers are rising, and they're drinking better, Gupta said. India had 18-19 million first-time voters in the 2024 general election and an estimated 65 million Indians will be of legal drinking age (depending on the region) over the next five years. For brands, the message is clear: engaging with this evolving consumer base is critical. Samant of Sula said, "At festivals like SulaFest, 90% of the audience is Gen Z. So, we're doing our part by introducing more people to at least entry-level wines."
