Gen Z
5 articles
Gen Z Isn't Sober: Drinking Rates Jump 7% in Just One Year
After two decades of declining alcohol consumption among young adults, a surprising shift has emerged: the proportion of Gen Z who consumed alcohol in the past six months jumped by 7% between 2024 and
Why Gen Z Is Ordering Zero-Proof: Health, Social Shifts and a New Pharmacological Wildcard
Gen Z is drinking less alcohol than any generation before it, driven by a convergence of health consciousness, a preference for experience-based socializing, and the emerging influence of GLP-1 medications. This trend is reshaping bar culture, prompting venues to adapt their menus and programming to cater to sophisticated non-alcoholic and low-ABV preferences.
Generational Tastes Are Reshaping Dining: What to Expect by 2026
Only 50% of Gen Z consumers return to a restaurant or takeout spot based solely on food taste, according to deliverect .
Beyond the Buzz: How Health and Wellness Drive Gen Z's Sober Shift
Generation Z is consciously drinking less alcohol, driven by a deep prioritization of mental and physical health. This sober shift is fueling a market boom in sophisticated, alcohol-adjacent beverages.
The Sober Curious Movement: Reshaping the Non-Alcoholic Beverage Market
The sober curious movement is profoundly reshaping the non-alcoholic beverage market, driven by health-conscious consumers, particularly Gen Z and Millennials, who are actively reducing alcohol intake. This trend fuels demand for sophisticated alcohol-free alternatives, prompting brands to innovate with functional benefits, natural ingredients, and appealing taste profiles.