A study shows that 71% of baby boomers reduced alcohol consumption in the last six months, while 74% of Gen Z have increased their drinking. This trend challenges the perception that younger generations are responsible for falling alcohol sales globally.
A recent study by IWSR indicates that 71% of baby boomers reported consuming alcohol in the past six months. This is the lowest rate of any generation, decreasing by 2 percentage points since three years ago.
Contrary to boomers, 74% of Gen Z, those of legal drinking age, have reported increasing their alcohol consumption from 66% three years ago. This aligns their drinking rate closer to the overall adult population's rate of 76%.
The findings challenge the narrative that younger adults are leading the trend of alcohol moderation. Marten Lodewijks, IWSR President, commented on the debunking of the moderation myth associated with Gen Z.
Shares of major spirits companies like Diageo and Pernod Ricard have stagnated, raising questions about whether the decline in sales is due to inflationary pressures or a broader societal shift towards healthier lifestyles and online interactions.
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A study shows that 71% of baby boomers reduced alcohol consumption in the last six months, while 74% of Gen Z have increased their drinking. This trend challenges the perception that younger generations are responsible for falling alcohol sales globally.