Why Gen Z Is Drinking Less Alcohol And What This Generational Shift Means

Walk into a bar, restaurant, or house party today, and you might notice something curious about many of the youngest adults: there isn't always a drink in hand. Across countries and cultures, GenZ or Generation Z (roughly those born from the mid-1990s through the early 2010s) is rethinking how, why, and even if they want to consume alcohol. Instead of defaulting to beer, wine, or spirits at social gatherings, many Gen Zers are choosing alternatives, sipping less often, or skipping alcohol altogether. Long-term polls and industry data show measurable declines in drinking participation and frequency among younger adults, and parallel rises in health consciousness, moderation, and interest in zero-alcohol options. These patterns have deep implications: for public health, social culture, hospitality, and even global alcohol markets. They suggest that for this generation, alcohol no longer holds the same social or symbolic place it once did.

Global Drinking Patterns: A Changing Backdrop

Before we zoom in on Gen Z, it helps to see the larger context. Over the past decade, overall alcohol consumption per person has flattened or declined in many parts of the world, especially in developed markets. Younger age groups are drinking less frequently and less often than previous generations at the same age, and global beverage data shows this matches broader shifts toward moderation and lifestyle change.

What The Data Says About Gen Z

A variety of surveys and research highlight generational differences in drinking habits:

• Gallup polling in the United States shows that young adults (18-34) have become less likely to drink at all compared with two decades ago. In recent years, about 62% of adults under 35 reported drinking, down from 72% in the early 2000s, and they drink less often than before.
• Some academic and industry summaries suggest that Gen Z drinks about 20% less alcohol per capita than Millennials did at the same life stage, though patterns vary by country.
• A survey by Attest found that about 21.5% of Gen Z do not consume alcohol at all, and another 39 % drink only occasionally. These figures suggest a large segment of Gen Z prefers moderation or little to no drinking.
• IWSR consumer tracking data shows a complex picture: while alcohol participation among legal-age Gen Z consumers has risen in some markets from 66% to 73% over a couple of years, the way they drink (frequency, category choice, and volumes) still differs from older generations in many contexts.

Together, these figures paint a nuanced trend: Gen Z as a group drinks less overall and engages differently with alcohol than previous generations did at the same age.

Why Gen Z Drinks Less And Why It Matters

1. Health And Wellness Concerns

A major theme across studies is that Gen Z views alcohol through the lens of health and well-being. Many young adults now associate drinking with negative physical effects like poor sleep, anxiety, or hangovers. Moderate drinking is increasingly seen as unhealthy even by segments of the broader population, a trend Gallup data shows rising in recent years. For many, this shift is a lifestyle choice aligned with fitness goals, mindfulness, mental resilience and more.

2. Social Influence And Lifestyle Choices

Gen Z grew up in a digital world where social norms are continuously visible and debated online. This shapes how they perceive behaviours like drinking. Higher social media visibility means decisions about what to drink (or not drink) are often public and open to commentary. Quiet gatherings, brunches, wellness events, and sober-friendly venues are now part of mainstream youth culture. Sober curious movements have become common, reflecting broader exploration of drinking habits.

3. Economic Forces

For many Gen Zers, finances are a practical factor. Rising living costs (from housing to student debt) make disposable income tighter, and a night out with drinks becomes a heavier budget choice. Bars, nightlife, and alcohol-centred socialising can be expensive, pushing some young adults toward home gatherings or non-alcoholic alternatives.

Not Just "Not Drinking" - But Drinking Differently

It's not simply a case of turning away from alcohol entirely. For many Gen Zers who do drink, patterns and preferences differ from those of previous generations. These differences include:

• Less frequent drinking: Gen Z tends to drink infrequently compared with older groups at similar ages.
• Alternative beverages: Preference for low-alcohol, no-alcohol, flavoured or mixed drinks, and beverages perceived as lighter or more novel.
• Social context: Drinking is more often tied to special occasions rather than the default social lubricant it once was.

What It Means For The World Of Food And Hospitality

This generational shift is reshaping how restaurants, bars, and drink brands approach Gen Z:

1. Menus are evolving: Mocktails, low-alcohol options, and premium non-alcoholic drinks are now staple items rather than afterthoughts.
2. Event and venue design changes: Establishments market experiences that aren't centred on alcohol consumption.
3. Brands need to innovate: Beverage companies are increasingly investing in no- and low-alcohol categories as part of a long-term strategy.

The story of Gen Z and alcohol isn't about simple rejection. Instead, it's about redefining the role alcohol plays in life, health, and social interaction. Whether driven by health priorities, economic realities, changing norms, or cultural nuance, Gen Z's approach is distinct. It reflects a generation that questions traditions, values intention over habit, and weighs choices in new ways.