Did you know that 36 percent of Gen Z within legal drinking age have never consumed alcohol?
Synopsis
In a surprising revelation, a global report reveals that over a third of Generation Z adults of legal drinking age have never tasted alcohol. This trend reflects a shift towards healthier lifestyles, with many citing health and financial reasons for their choices. As the alcohol industry faces stagnation, non-alcoholic options are on the rise.
Key Takeaways
36 percent of Gen Z have never consumed alcohol.
Health and financial reasons drive sobriety trends.
The concept of Zebra striping is gaining popularity.
Alcohol consumption is declining among younger generations.
Non-alcoholic beverage market is on the rise.
New Delhi, Oct 28 (NationPress) A staggering 36 percent of young adults, particularly those from Generation Z who are of legal drinking age, have never tried alcohol, according to a recent global report.
The study conducted by data analytics firm Euromonitor International highlighted a rising trend of sobriety among younger individuals, primarily motivated by a desire to enhance their health and minimize long-term health risks, with 87 percent of respondents expressing this concern.
Additionally, about 30 percent of respondents cited practical reasons for abstaining, such as financial savings and the improvement of sleep quality, which accounted for 25 percent.
The report also introduced the concept of ‘Zebra striping’, a practice where people alternate between alcoholic and non-alcoholic drinks during social events to help moderate their consumption.
Only 17 percent of the surveyed individuals reported drinking on a weekly basis in 2025, a decline from 23 percent in 2020.
Among those who do consume alcohol, 53 percent are actively trying to reduce their intake, an increase from 44 percent five years prior. Notably, the proportion of individuals who never consume alcohol has risen by 3 percentage points since 2020.
The findings reveal that even though the global alcoholic beverages market reached 253 billion litres in 2024, its growth appears to be stagnating.
The report indicates that this trend of mindful drinking is gaining traction across various age groups and demographics, particularly among younger consumers.
However, it forecasts an increase in alcohol consumption in India, estimating a surge of 357 million litres from 2024 to 2029, positioning it as a significant growth market.
It also noted the expansion of the global non-alcoholic beverage sector.
While the alcoholic drinks industry recorded modest global total volume growth of just 0.6 percent, culminating in a market value of $1.7 trillion in 2024, sales of non-alcoholic spirits surged by 17 percent, ready-to-drink non-alcoholic beverages (RTDs) by 14 percent, non/low alcohol beers by 11 percent, and non-alcoholic wines by 7 percent.
The adult non-alcoholic drink market is projected to expand by 24 percent in total volume between 2025 and 2029, exceeding 10.2 billion litres by 2029, according to the report.
Point of View
It's evident that the changing attitudes towards alcohol among young adults signify a pivotal cultural shift. This trend is not merely a phase but a reflection of evolving values that prioritize health and well-being. NationPress will continue to monitor these developments closely, ensuring our readers stay informed about the changing landscape of consumer choices.
NationPress
9 May 2026
Frequently Asked Questions
What percentage of Gen Z have never tried alcohol?
According to a global report, 36 percent of Generation Z young adults within the legal drinking age have never consumed alcohol.
What are the reasons for Gen Z avoiding alcohol?
Many in Gen Z are avoiding alcohol for health reasons ( 87 percent ), financial considerations, and to improve sleep quality.
What is zebra striping?
Zebra striping is a trend where individuals alternate between alcoholic and non-alcoholic beverages during social occasions.
How has alcohol consumption changed among Gen Z?
The report indicates that only 17 percent of young adults drink weekly, a decrease from 23 percent in 2020.
What is the future of non-alcoholic beverages?
The adult non-alcoholic drinks market is projected to grow by 24 percent in total volume, surpassing 10.2 billion litres by 2029.
