Recent data indicates a 7% increase in alcohol consumption among Gen Z, those born between 1997 and 2012. Alcopops have become increasingly popular, contributing to this trend. Factors involved include a reaction to the Covid pandemic, socioeconomic challenges, and a desire for agency through social interactions. The behaviours reflect deeper psychological needs, including coping with anxiety and a need for immediate gratification due to uncertainties in the future. Historical restrictions have prompted a shift towards present-biased decision-making and expressions of identity.
Gen Z, born between 1997 and 2012, have recently seen an increase in alcohol consumption by 7% from 2024 to 2025, influenced by various cultural factors.
Sales of alcopops such as Smirnoff Ice and Bacardi Breezers have surged among Gen Z, indicating a shift in their drinking preferences and social behaviours.
This generational change is not a simple return to past behaviours but a complex response to the pandemic, climate crisis, and cost-of-living issues.
When autonomy is suppressed, young people tend to overcompensate with behaviours signaling freedom, influenced by rising anxiety, depression, and the glamorization of alcohol on social media.
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