Bottoms Up: A Cocktail Of Alcohol Consumption Trends

Alcohol consumption has taken successful: the variety of international shoppers saying they drink alcohol weekly has dropped within the final decade. This doesn’t imply the alcohol trade is drying up simply but, although. In Europe, extra folks nonetheless drink alcohol weekly than eat quick meals, however there are new challenges the sector has to adapt to. 

A brand new wave of health-consciousness, life-style modifications, and shifts in shopper demand means it’s more durable than ever to grasp the panorama. So, we’ve taken a deep dive into GWI Alcohol to seek out the largest developments within the trade, and combined them collectively right here for you.

Current developments in alcohol consumption

The 0% drinks wave

The share of Individuals who drink alcohol is on the decline. Amongst these of their 30s, curiosity in beers/breweries (-13%) and cocktails/cocktail bars (-9%) has dropped since 2021. As shoppers look to prioritize well being and wellness, chopping ingesting out of their diets is commonly a go-to. It’s a legitimate purpose to go tee-total – the most well-liked purpose for shoppers to participate in Dry January is to enhance their general well being, for instance. However we’re seeing a bigger cultural shift at play too. 

In our US knowledge, we’ve seen a big improve within the variety of Gen Z who say they by no means eat alcohol. Gen Z are more likely to say they keep away from ingesting to save cash, keep away from hangovers, and keep away from getting drunk. Ingesting is usually extra frequent amongst different generations, with 1 / 4 of Gen Z saying they by no means drink alcohol, in comparison with 17% of Gen X. They’re 31% extra probably than common to say they’re fascinated by low/no alcohol. 

We will see the stark distinction after we examine Gen Z to millennials, primarily based on what they have been speaking about on-line again at midnight ages (2013). It’s clear that ingesting is much less vital to the youngest technology, and fewer character defining.

Gen Z are 12% extra probably than common to say they drink no/low alcohol spirits and wines, they usually’re extra more likely to say they’ll by no means have alcohol whereas on a dinner date, too. This technology’s relationship with alcohol may be very completely different to that of their dad and mom, which may assist form future generations’ perceptions of alcohol. Non-alcoholic alternate options have just lately entered the mainstream; globally, the quantity saying they drink non-alcoholic beer month-to-month has risen by 16% since 2018.

Individuals are much less prepared to compromise their well being to remain on pattern.

Because of this food and drinks manufacturers must rethink their methods, and the narrative they create round alcoholic merchandise. Guinness and Heineken are two manufacturers closely advertising and marketing the 0.0% iterations of their beers – Gen Z rank them each within the prime 5 alcohol manufacturers they take into account fashionable/cool. Offering a much bigger number of beverage decisions, or advertising and marketing the advantages of decreasing alcohol consumption, will assist join with this rising viewers trying to decrease their alcohol consumption.

Extra shoppers are ingesting at residence

As a lot as we’re out of the grasp of the pandemic now, a hangover from life below lockdown has remained – staying in. This mentality shift goes hand in hand with alcohol consumption: within the US, extra folks drink alcohol at residence recurrently/usually than they do when going out.

It’s no shock with the present financial local weather, shoppers feeling the pinch would sooner swap costly cocktails with drinks bought on the grocery store. When asking shoppers what they’d lower out of their budgets throughout robust occasions, alcohol was third on the checklist, forward of clothes, magnificence, and residential leisure. However to grasp how usually folks drink, it’s price contemplating why they’re ingesting within the first place.

Bars and nightclubs have historically been the go-to locations to drink for an enormous event, however extra intimate gatherings are actually on the rise. Analysis in our celebrations report discovered that on the entire, amongst shoppers with a small quantity of financial savings, 35% report celebrating much less. However when they’re celebrating, there’s extra of an emphasis on smaller, informal get-togethers: arts and crafts events or wellness gatherings.

And when drinks are concerned, youthful generations wish to get artistic. Gen Z are 22% extra probably than common to say that they’re fascinated by cocktail making, and usually tend to say that they take pleasure in attempting easy drinks that they’ll replicate at residence. Inspo-led social media content material can encourage an viewers to mix new drinks up in a easy recipe: Pinterest customers are 42% extra more likely to say they’re into mixology than the common drinker, and the hashtag ‘#mixology’ has over 2 billion views on TikTok.

Drinks spilling over to different international locations

As globalization continues marching on, we’re consuming extra of different international locations’ cultures than ever earlier than. You will discover examples of this in western teenagers who love Okay-pop, bubble tea, and anime. So, what does this imply for alcohol developments?

There’s an urge for food for attempting new issues. Helped by some efficient advertising and marketing and altering demographics, Individuals are getting a style for Mexican drinks, with extra saying tequila is their favourite alcoholic beverage than craft or lite beer. However drinks are touring additional than international locations the place a border is shared, too.

Spirits from Asia, resembling Japanese sake or South Korean soju, have seen their recognition develop within the Western world. And that’s earlier than contemplating Japanese exports of historically western drinks amongst youthful shoppers: Gen Z and millennials within the UK and US are 72% extra probably than Gen X and child boomers to say they’ve drunk Roku gin. In return, the Brits have tried their hand at historically Japanese alcohol too, as sake has begun cropping up as a meals pairing on a number of the nation’s greatest menus.

Within the UK, the variety of millennial restaurant-goers who say that they’re fascinated by different cultures/international locations has elevated 9% year-on-year.

Meals and beverage developments are intrinsically linked – whereas meals pairing being a big consideration for alcohol alternative when eating out in all probability isn’t a shock to many, this issue is available in third for ingesting at residence – behind solely taste and price. New alcohol consumption developments may be anticipated by paying a detailed eye to native meals developments. If a delicacies is ramping up in recognition, don’t be shocked to see the nation’s drinks shut behind.

The craft craze isn’t slowing down

In the case of ingesting, persons are on the lookout for one thing a bit completely different. That is largely indicative of a wider pattern, an indication that buyers are on the lookout for extra native choices: the variety of alcohol drinkers who say that they like to purchase from native/impartial retailers has elevated since 2020.

The most effective examples of how the market circumstances have facilitated impartial drinks manufacturers lately is the UK’s booming gin trade. Following the repealing of the 1751 Gin act in 2009, the gin-novation available in the market has seen it rise to prominence.

Whereas gin is the least fashionable alcoholic drink of the 19 drinks we observe in 6 international markets, it ranks fifth within the UK.

Craft beer has been a booming trade over the previous few years – the variety of shoppers within the UK who say they drink Brewdog, pioneers of the craft trade, has elevated since final yr. That is one other alcohol pattern birthed from the youthful shoppers. Not solely are Gen Z alcohol drinkers 10% extra more likely to say that they purchase from native/impartial retailers, however they’re 24% extra more likely to be drawn to craft, small batch, or domestically produced drinks after they’re selecting what to purchase to drink at residence. They discover the look of the packaging much more interesting, which is why brightly coloured IPAs and pure wines are resonating a lot with youthful drinkers.

Along with daring branding, these drinks are sometimes marketed as extra sustainable, eco-friendly, or moral. These drinks are greater than only a tasty deal with – they’re an indication of a shopper’s character too, signaling that these shoppers are selecting to help manufacturers which resonate with their values.

A low calorie can

Whereas chopping alcohol out altogether might be the healthiest method, the highest purpose those that wish to scale back their alcohol consumption say they accomplish that for well being causes. Globally, out of the 13 traits we observe, shoppers usually tend to describe themselves as health-conscious than artistic, price-conscious, or social/outgoing.

To attach with this health-conscious crowd, there was a rise within the availability of lighter, low calorie drinks resembling arduous seltzers. Whereas a glass of wine might include as much as 158 energy, a can of White Claw comprises simply 95. And shoppers in North America are taking discover; over 1 / 4 say they’ve drunk a tough seltzer within the final month.

Whereas speaking about alcoholic drinks from a well being perspective generally is a little bit of a tightrope stroll, low calorie drinks can positively hit the mark with youthful, extra lively shoppers. Since 2020, the variety of Gen Z and millennials within the States who’ve consumed drinks like arduous seltzers and arduous kombucha has elevated by 13%, and amongst weekly gymnasium goers this will increase to 24%.

The massive alcohol developments for 2024

Whether or not shoppers wish to steadiness their weight loss program, attempt one thing from a small brewery, one other nation, and even go teetotal, the present alcoholic beverage panorama has some key developments to be careful for:

Low-or-no alcohol is on the rise

As extra folks, significantly Gen Z lower down on their alcohol consumption, manufacturers are racing to satisfy this demand with 0% iterations of their merchandise. It’s a part of an elevated give attention to well being and wellness, however represents a wider cultural shift taking place among the many youngest shoppers.

Extra are staying in as an alternative of going out

Talking of cultural shifts, persons are opting to remain in. This can be a little bit of a change in the place and why persons are ingesting, as the explanations they purchase alcohol differs from after they’re out and about. Value is a extra vital issue, however some are additionally trying to get artistic and blend up new cocktails, too.

Individuals are trying throughout borders for brand new drink decisions

Simply as media and meals consumption developments unfold around the globe, so do alcoholic drinks developments. US drinkers are massive on Tequila, whereas within the UK, Japanese soju is all the trend. Greater than ever, shoppers wish to change issues up, and take a look at one thing new.

Smaller breweries are fashionable

Unbiased breweries, small batch gins, and pure wine are all rising developments in alcohol consumption. Whether or not it’s for moral causes, or as a result of they only need one thing a bit completely different, shoppers are trying exterior of the large manufacturers.

Well being-conscious shoppers need a low calorie possibility

There are extra choices on the market for health-conscious shoppers not trying to compromise on their diets. Arduous seltzers have been an enormous hit with gymnasium goers who don’t want the pointless energy, and with youthful shoppers too. Despite the fact that it may be a tricky line to stroll, shoppers wish to make allowances for treats of their wholesome life.