Gen Z is consuming more alcohol, with 73% having had a drink in the last six months, up from 66% in 2023. This trend is especially visible in the U.S., where 70% of Gen Z reported alcohol consumption compared to under half previously. The shift may be linked to their aging and rising incomes, as the oldest members enter their mid-to-late 20s. With projections indicating Gen Z could accumulate $36 trillion in income, increased disposable income may lead to heightened spending on alcohol.
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 survey found that, overall, 73% of Gen Zers had consumed alcohol in the past six months, compared to 66% in 2023.
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.
Having more disposable income in hand may also mean Gen Z is putting more money toward alcohol.
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