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Report Debunks Gen Z's 'Moderation' Myth
28 Jul
Summary
- Gen Z drinking rate at 74%, close to overall US adult rate of 76%.
- Gen Z prefers cocktails, consuming them more than other generations.
- Alcohol consumption frequency and amount per occasion are decreasing overall.
The notion that Gen Z is a generation of moderation has been definitively disproven by recent data. Legal-age Gen Z individuals exhibit a drinking rate of 74 percent, a figure that aligns closely with the overall U.S. adult drinking rate of 76 percent. This indicates that Gen Z's engagement with alcoholic beverages is now largely comparable to that of other societal groups.
This generation stands out for its preference for cocktails, with 84 percent of Gen Z respondents reporting consumption in the last six months, surpassing other age demographics. While Gen Z's drinking habits are normalizing, a wider trend towards moderation is evident across the U.S. adult population. Drinkers are averaging 3.9 drinks per outing, a decrease from previous reports. This shift appears driven by lifestyle choices, signaling a structural change in drinking habits rather than a temporary fluctuation.
