Younger drinkers are less likely to have a single, preferred category and like to experiment with different options, research shows.Kar-Tr/Getty Images
In Canada, alcohol consumption among the Gen Z population rose this year to 73 per cent (up from 56 per cent three years ago), which matches the overall consumption rate, according to the latest Bevtrac survey conducted by the leading beverage alcohol industry consumer data organization, IWSR.
This is in line with global numbers: 74 per cent of Gen Z consumers who are of legal drinking age drink alcohol. This figure is almost identical to the 76 per cent participation rate across all cohorts. (Gen Z’s global consumption has climbed since March 2023, when was at 66 per cent.)
“The narrative that Gen Z is the generation of moderation is now conclusively debunked,” says IWSR President and Managing Director Marten Lodewijks.
The rising interest in alcohol for younger Canadians is on par with growth in other countries. The report shows increases from 46 per cent to 70 per cent in the United States, from 66 per cent to 76 per cent in United Kingdom and from 61 per cent to 83 per cent in Australia during the same three-year period.
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Younger drinkers are less likely to have a single, preferred category, such as wine or beer. Instead, they like to experiment with different options. Research shows they are the leading consumers of cocktails and are the most likely to follow government health guidance.
The IWSR issues a twice-yearly report on alcohol trends in 15 key markets. These recent findings should nullify the alcohol industry’s fears that Gen Z were shunning alcohol because of health concerns or increased competition from cannabis and mocktails.
Baby Boomers are now drinking the least amount of any age group, with a participation rate of 71 per cent, while Millennials remain the thirstiest cohort, with an 81 per cent participation rate. Generation X stands at 77 per cent.
Lodewijks says, “If this trend continues, it may actually be the Boomers, not Gen Z, who deserve the title ‘generation of moderation.’”
However, the IWSR research indicates that the majority of drinkers surveyed in every market are actively choosing to drink slightly less.