Gen Z: The Sober Curious Era

As a part of Mintel’s analysis into the existence of Gen Z in Britain, our findings point out that  36% of younger adults aged 18-25 mostly socialise by going to bars and pubs with their buddies. In 2023, going to eating places is among the hottest selections for socialising, whereas on-line gaming, visiting cafes, and going to the cinema have gained comparable reputation to going out for a drink. 

We will additionally see how Gen Z is rejecting alcohol extra considerably than different generations by evaluating between generational British existence. A definite sample emerges when inspecting age teams, revealing that British shoppers aged 20-24 are nearly half as more likely to prioritise spending on alcoholic drinks for the house than shoppers aged over 75. This means {that a} vital variety of Gen Z are shifting their focus away from consuming alcohol, each inside and outdoors the house, and opting as an alternative for sober socialising.

Gen Z has gained recognition for limiting their alcohol consumption, although that doesn’t imply that they aren’t consuming in any respect. Round a 3rd of individuals aged 18-24 don’t drink alcohol in any respect, however those that do are likely to drink primarily as a deal with, to loosen up, or to mark an important day. Leisure is the most well-liked motive for consuming alcohol throughout the generations. Nonetheless, Gen Z stands out from older generations in how little alcohol is used as a refreshment or to raise meals. This distinction in alcohol utilization means that, for Gen Z, alcohol is an occasional deal with, whereas for older generations it’s a thought-about as an everyday, enjoyable refreshment.

For extra data on present tendencies inside the alcohol trade, you possibly can uncover Mintel’s key insights and trade experiences on the alcohol trade.

It turns into clear why Gen Zers are being labelled ‘the sober curious era’, when in comparison with, half of over 65s who did not restrict their alcohol consumption in 2023, whereas 40% of Gen Zers did. So we are able to see that younger persons are turning away from alcohol and overconsumption, however what has prompted this shift? Why is Gen Z consuming much less alcohol than earlier generations?

Virtually two-thirds of shoppers aged 18-24 have mentioned that they fear concerning the emotional influence of alcohol, whereas an analogous quantity reported that they want to be taught extra about consuming mindfully. Evidently, with psychological well being being a precedence for a lot of, Gen Z has honed in on decreasing their alcohol consumption as a option to handle their emotional wellbeing and mindfulness. 

On a extra pragmatic degree, there may be additionally a dietary issue. Round 1 / 4 of Gen Z shoppers reported that they select low- and no-alcohol drinks as they’ve decrease calorie content material, or as a consequence of added practical advantages (reminiscent of prebiotics and nutritional vitamins). With Gen Zers being drawn to non-alcoholic drinks as a consequence of potential well being advantages, at a far higher charge than different age teams, it’s clear that many younger folks understand diet to be one of many major advantages of sober curiosity.

Lastly, Gen Zers who’re consuming much less alcohol are sometimes doing so as a result of it prices much less. Virtually a 3rd of younger folks requested famous that they select low- and no-alcohol drinks as a result of they’re cheaper than the alcoholic variations. Certainly, in 2023 the most well-liked alcoholic drinks within the UK have been nonetheless wine and lager, identified for his or her comparatively decrease value when in comparison with premium drinks like ale, stout, and cocktails.

Gen Z is shifting their focus away from alcohol-centric socialising, however what sorts of plans, events, and merchandise are they selecting as an alternative? Although it could appear apparent that non-drinkers would select low- and no-alcohol drinks which imitate alcoholic drinks, this isn’t essentially the case. Slightly below half of Gen Zers reported consuming low- and no-alcohol drinks, which means that many favor different drinks completely. 

When it comes to fizzy drinks, Gen Z shoppers truly reported a decrease consumption of carbonated tender drinks at bars and pubs than Millennials. Nonetheless, on the subject of dwelling consumption, Gen Zers do drink extra carbonated tender drinks than some older generations. Notably, Gen Zers have been above common in agreeing that fruit juices with refined flavours are a greater various to alcoholic drinks than common fruit juices. This indicated that upgraded fruit juice could also be an excellent various possibility for younger folks. Lastly, Gen Z shoppers drink vitality drinks on an evening out greater than twice as a lot as older teams. This heightened consumption might be attributed to the vitality increase offered by vitality and sports activities drinks which supply an analogous impact to consuming alcohol when partying.

So what does this all imply for Gen Z shoppers and drinks manufacturers? Mintel anticipates that the pattern away from consuming alcohol amongst younger folks will proceed to develop, however could not increase into older generations – who look like extra constant of their alcohol consumption ranges.

Manufacturers seeking to capitalise on the rising client base of younger folks staying sober ought to take into consideration that Gen Zs are selecting elevated low- and no-alcohol drinks, reminiscent of fruit juices with refined flavours, fairly than sticking with conventional tender drinks. Smooth drinks and juice manufacturers ought to look to raise conventional flavours to supply a beverage for particular events that also feels luxurious and tastes nice. Moreover, providing energy-boosting components to drinks could also be an awesome possibility for sober curious shoppers who nonetheless like their nights out to enter the early hours!

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