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Fox News
2 days ago
- Business
- Fox News
Gen Z drinking more alcohol than before, challenging long-held industry assumptions about youth habits
Despite taking blame for the alcohol industry's global slump, new data reveals that Gen Z adults are actually drinking more – not less – than before. According to drinks data and analytics provider IWSR, zoomers ranging from legal drinking age to age 27 (LDA+) increased their alcohol consumption from 66% in April 2023 to 73% in March 2025, indicating they haven't changed their habits as a result of healthy lifestyles or cultural trends as initially suspected. "Alcohol usage among LDA+ Gen Z adults has increased significantly from April 2023 lows, and there is evidence that the propensity to go out and spend more is recovering among this group – challenging the received wisdom that this generation is 'abandoning' alcohol," Richard Halstead, Consumer Insights COO, said per a press release on the findings. The findings suggest that lower alcohol consumption seen in recent years may have been less about cultural shifts and more about financial constraints. In fact, the members of the generation were most likely to agree with the statement, "I am actively choosing to drink more." Zoomers in the U.S. aren't alone either. In addition to participation rates among American Gen-Zers rising from 46% to 70% between April 2023 and March 2025, respectively, IWSR reports drinking rates are rising in other countries. In the United Kingdom, Gen Z alcohol participation rose from 66% to 76%. In India, the number climbed from 60% to 70% and, in Australia, the percentage went from 61% to 83%. Halstead said Gen Z's behavior has large economic implications. Meaning, as more young adults become established in the workplace and mitigate their cost-of-living concerns, their alcohol consumption tends to respond accordingly. "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," he said. "With every year that passes, more Gen Z drinkers 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 added that the findings suggest the industry's decline is more "cyclical" than longstanding.
Yahoo
6 days ago
- Entertainment
- Yahoo
No longer sober: Gen Z has become a boozy generation— this is to blame, study says
They're Gen Boozey. Zoomers have historically been labeled a fairly abstinent generation. But now, the generation born between 1997 and 2012 are bucking their party pooper stereotype by increasing their alcohol consumption as cost of living pressures ease, per a buzzy study by global beverage market research firm IWSR Bevtrac. 'The idea that Gen Z LDA+ (legal drinking age) drinkers are choosing to moderate significantly more than other generations doesn't hold up,' Richard Halstead, IWSR's chief operating officer of consumer insights, told Newsweek. This shocking study contrasts with prior data over the past several years, which found that Gen Z was drinking far less alcohol than previous generations. Their Z-totalling ways famously prompted an increase in sober gatherings and alcohol-free bars across New York City. To determine the rates of hooch intake across generations, the researchers surveyed more than 26,000 people across the 15 biggest alcoholic drink markets: Australia, Brazil, Canada, China, Germany, France, India, Italy, Japan, Mexico, Spain, South Africa, Taiwan, the UK and the US. The survey found that 73% of Gen Zers aged 21-27 had admitted to consuming alcohol in the past six months, compared to 66% two years prior — the biggest increase of any generation, The Financial Times reported. This uptick was magnified in the US, soaring from 46% to 70%. What prompted Gen Z's increased fascination with libations? Halstead claimed that Zoomers didn't suddenly acquire the taste, but rather they now have more disposable income to burn on booze than in years prior — when they were more cash-strapped due to inflation and the fact that fewer were employed. 'We know that beverage alcohol consumption correlates with disposable income, and Gen Z came of age during a cost-of-living crisis, he explained, per the Times Of London. 'Rising prices have been especially acute in bars and restaurants — places that appeal most to Gen Z drinkers.' Halstead added, 'With every year that passes, more Gen Z drinkers are entering the workforce, and those already in the workforce are typically earning more.' That being said, 20-somethings remain marginally less likely to drink than most other generations. By contrast, the so-called booziest generation, the Baby Boomers, appear to be cutting back. The proportion of 60-and-over respondents who admitted to consuming booze over the past six months dropped to 72% — a one percent decrease from two years ago. In addition, Zoomer boozers were more likely to imbibe spirits, consume a wider variety of alcoholic beverages, and also drink at bars, restaurants or clubs than the other generations. According to the study, millennials — those aged between 28 and 44 — were the most likely to booze with 83% admitting to touching the bubbly over the past half-year. Gen Xers — those born between 1965 and 1980 — came in second at 79%. Solve the daily Crossword
The Independent
13-07-2025
- Business
- The Independent
The real reason Gen Z have stopped being ‘sober curious'
Hold the kombucha and pour me a pint! It seems that Gen Z are actually drinking alcohol, and I'm not surprised one bit. I wish I'd made a note of the number of wine tastings, seminars, meetings and dinners where the seemingly existential crisis of Gen Z not drinking was discussed. Not to mention the thousands of entries on a brief Google search to see how much it's been written about. It was going to be the death knell of the wine industry. But I never really believed it was going to stay that way. People change, after all. And, it seems I was right. New data released by IWSR shows that the situation is altogether far more nuanced. I mean, aren't most things in life? It seems the ' sober curious ' generation have become curious about booze. IWSR's Bevtrac findings show a marked increase in 'alcohol participation levels' compared with two years ago. In research carried out in the top 15 markets (including the UK, North America and Australia) in April 2023, 66 per cent of Gen Z consumers said they had consumed alcohol in the past six months, this figure rose to 73 per cent in March 2025. And interestingly, the trend is especially strong in some key global markets, including the UK, where participation increased from 66 per cent to 76 per cent, Australia, where there was a staggering leap from 61 per cent to 83 per cent, and the US, with a huge bump from 46 per cent to 70 per cent. As Richard Halstead, COO of consumer insights at IWSR, says: 'There is evidence that the propensity to go out and spend more is recovering among this group – challenging the received wisdom that this generation is 'abandoning' alcohol.' Issues such as consumer confidence around inflation has had a huge cross-generational impact when it comes to purchasing, with the cost of living crisis having been brutal for many. But Gen Z have especially suffered, maturing in a period where they're met with soaring costs and stagnant salaries, not to mention the global pandemic and the impact it had on hospitality and real-life socialising. Further research published by Rabobank in April supports this notion, with data showing that Gen Z's drinking is actually on par with previous generations. And that in the US, the proportion that each generation spends of their after-tax income on alcohol is exactly the same – boomer, millennial and Gen Z'er alike. The headlines were misleading. We were being told that it's a generation obsessed with 'wellness', but it turns out they're just skint! And my God, we have all been there (I mean, I still mostly am, aren't you?). It's just that when I was starting out on an incredibly meagre salary, I was propping it up with a hefty overdraft and a plethora of credit cards. Banks were falling over themselves to give people like me credit cards and overdrafts without any checks as to whether you could actually afford them. My Egg card was well and truly funding my millennial avo and egg habit to the max. Want to go shopping? Get a store card. Want to go out for a drink? Put it on your credit card. I was a fully signed up card-carrying millennial who definitely drank above the recommended weekly allowance. Boozy Thursdays spread effortlessly into Fridays, Saturdays and Sundays. I was the queen of knowing a little late-night drinking den that was still serving in the early hours of the morning. But I'm delighted that most of my Gen Z friends appear to be far more sensible and financially astute. Believe me, I learn a lot from them. And I'm thankful that personal finance isn't so readily available; it crippled me for many years. And looking at this situation from someone who makes a living from tasting and talking about drinks, with a heavy leaning on wine, I think the alcohol industry should be pleased with this emerging picture. The days of excessive underage drinking are hopefully dwindling and people are being more cautious with the amount they drink. Both of these are excellent outcomes. And there's a genuine interest in premium products too. Drinking less, but better, has never been an easier or cooler thing to do. Nothing stays the same forever. And the wine industry for the most part reflects this, showing a keen and energetic desire to welcome new consumers. In many ways, I feel nothing but excitement about these latest figures. It's one of my greatest pleasures to help people find the wine that sparks their love of this wondrous product that has endured for thousands of years. Wine and the world that surrounds it really is a beautiful thing, so here's to the latest generation of wine lovers, I can't wait to share a glass with you.
Yahoo
05-07-2025
- Business
- Yahoo
After popularizing ‘sober curious' culture, Gen Z is boosting its booze intake in line with other generations
Gen Z is drinking more alcohol than in years past, proving they are not to blame for a trend of declining alcohol sales. The generation that popularized the 'sober curious' movement is now more likely than any other generation to say they are 'actively choosing to drink more,' according to a study by IWSR. The drinks data and insights provider found that overall, 73% of Gen Zers surveyed had had an alcoholic drink in the previous six months, up from 66% in 2023. Gen Z is drinking more, and it may be a sign that they are better off. The generation that popularized 'cool' sobriety and the 'sober-curious' movement is now changing habits, according to a study of 26,000 respondents across 15 markets worldwide by drinks data and insights provider IWSR. The survey found that, overall, 73% of Gen Zers had consumed alcohol in the past six months, compared to 66% in 2023. The study also found that the uptick in drinking habits was especially drastic in the U.S., where 70% of Gen Z respondents said they had consumed alcohol in the past six months, compared to under half in 2023. While Gen Z isn't picky, choosing from, on average, five categories of alcohol in the past six months prior to the survey, they are slightly more likely to turn to spirits as their drink of choice. They are much more likely to drink alcohol at a bar, club, or restaurant, than all adult drinkers as a whole, according to the report. The shakeup in Gen Z drinking habits may be because its members are getting older and earning more. The oldest members of the generation are now in their mid-to-late 20s. While many young people right out of college have struggled with finding entry-level jobs, a March report from Bank of America predicted Gen Z could be the richest generation within the next ten years, with a $36 trillion cumulative income. Having more disposable income in hand may also mean Gen Z is putting more money toward alcohol. More than any other generation, Gen Z respondents were more likely to answer yes to the question, 'I am actively choosing to drink more,' according to the report. And notably, the generation's alcohol consumption is now in line with previous generations who experienced a similar uptick in drinking in their 20s. The takeaway? While moderating alcohol consumption is a trend across all ages, Gen Z isn't to blame for declining alcohol sales, according to Richard Halstead, IWSR's COO of Consumer Insights. 'With every year that passes, more Gen Z drinkers 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,' said Halstead in a statement. This story was originally featured on
CNBC
05-07-2025
- Health
- CNBC
Gen Z and millennials embrace health and wellness. These stocks could benefit
Americans are embracing health and wellness — and none more than Gen Z and millennials. People are spending more than $500 billion in the United States on wellness, and it is growing at 4% to 5% each year, according to McKinsey . Nearly 30% of Gen Zers and millennials said they are prioritizing wellness "a lot more" compared to a year ago, the report said. In comparison, 23% of the older generations replied the same. Bank of America's credit card data backs that up. Spending in fitness clubs, for example, has been rising across the board for several months, but it is Gen Z and millennials who are kicking it up a notch, said Bank of America analyst Alexander Perry. "We're seeing increased prioritization of fitness by these generations and they're behaving in ways that prior generations did not," he said in an interview with CNBC. "They're really prioritizing fitness first and foremost, but we also believe they're prioritizing other healthy ways of living, focused on healthy eating, drinking, aging, to name a few." For instance, the average Gen Z household spends 2.8 times more than baby boomers on fitness and allocates more than three times of their budget compared to the older cohort, he said. Foot traffic growth at fitness centers is also "well surpassing" that to bars and clubs, Perry said. "They're adopting different leisure activities on the weekends," he said. "The leisure-based activities that are seemingly healthy are what these younger generations are gravitating towards. We think this is pretty sticky and has pretty long-term implications." That coincides with the rise of spending on non-alcoholic beer and seltzer, which has averaged 28 points higher versus alcoholic equivalents since 2021, he noted. Last year, per capita alcohol consumption fell 3% year over year, bringing it to a 10% decline versus the peak in 2021, according to Bernstein. That's the lowest level the firm has seen since 1962. Meanwhile, the International Wine and Spirits Record (IWSR) has projected that non-alcoholic beer will overtake ale to become the second-largest beer category by volume worldwide this year. Still, after years of surveys showing the decline in alcoholic beverage consumption among the younger population, new data from IWSR is showing an uptick . Participation rates among Gen Z consumers have risen to 70% in the six months leading up to May, up from 46% two years ago, the drinks data and analytics provider said. Lastly, anti-aging and recovery products are also becoming popular among the cohort, Perry said. Google searches such as "cold plunge" and "red light therapy" are up significantly, he noted. Fitness club plays There are two fitness clubs poised to benefit from the focus on health and wellness by Gen Z and millennials, according to Bank of America's Perry. Life Time is a high-end fitness provider that is identifying fast-growing trends pretty quickly, he said. One of those is pickleball, which is the fastest-growing sport in the U.S. "They were pretty quick to identify the pickleball trend," Perry said. "They started repurposing parts of their clubs to pickleball courts, and now are one of the largest pickleball providers in the U.S." The company has also started getting into the cold-plunge tub trend, which will also bode well for its long-term tailwinds, he added. Life Time has an average analyst rating of overweight and about 30% upside to the average price target, according to FactSet. LTH YTD mountain Life Time year to date Meanwhile, Planet Fitness is well positioned for the trend as the largest provider at a value-oriented price point, Perry said. In fact, the company has a high penetration of first-time gym goers, he said. "Their penetration in terms of Gen Z and millennials coming into a Planet Fitness has continued to expand and been very strong," Perry said. The stock has an average rating of buy from the analysts covering it and roughly 7% upside to the average price target, per FactSet. Anti-aging opportunity SharkNinja is poised to capitalize on the anti-aging product trend with its light therapy mask CryoGlow, Perry said. The company was quick to identify the recent trend of healthy aging and red-light therapy face masks, he said. "If their past product portfolio is an example of what they're going to be rolling out, I think that you'll continue to see them play in this wellness space in a bigger way," Perry said. The stock has an average analyst rating of buy and 14% upside to the average price target, per FactSet. SN YTD mountain SharkNinja year to date The alcohol story While it is uncertain what the new uptick in Gen Z drinking habits may mean for alcohol stocks, it is clear that sales are on the decline overall. Morgan Stanley said that the Gen Z cohort will likely not match prior generations as it ages when it comes to drinking. The firm said wellness trends like weight-loss and diabetes drugs, as well as an overall negative perception of alcohol's health implications also play a part. Plus, the heavier drinkers are the older generations who will be physiologically unable to consume as much alcohol as they age, analyst Sarah Simon said in a note earlier this year. That means the zero-alcohol segment is "ripe for strong growth," she wrote. The stocks she likes are skewed towards soft drinks and beer. Her top pick in the U.S. is Coca- Cola . She also likes Belgian-based Anheuser-Busch InBev, which trades in the U.S. under ticker BUD . KO YTD mountain Coca-Cola year to date However, Bernstein analyst Nadine Sarwat doesn't expect the moderation of younger generations to remain permanent as they age. She also said economic pressure and the way social media has changed socializing has affected Gen Z's alcohol consumption. "Once they enter full working adulthood, they are reverting back to drinking patterns of previous people in working adulthood," she said. "What no one can agree on is why are they drinking less in those crucial years? Some of it is probably health and wellness. Some of it is probably social media, that it's changed socializing. Some of it is definitely economic pressure," Sarwat added.
