Boomers, not Gen Z, are the generation cutting back most on alcohol
Summary
A new study shows that baby boomers are drinking less alcohol now than any other generation, even less than Gen Z. While younger people are drinking more, overall alcohol consumption is dropping, which may be due to lifestyle changes rather than just economic problems.Key Facts
- 71% of baby boomers drank alcohol in the past six months, the lowest rate among generations.
- Gen Z drinking rates rose from 66% to 74% in the past three years.
- The average number of drinks per occasion dropped from 4.4 to 3.9.
- Boomers consume fewer drinks per occasion (2.6) and drink less often than other groups.
- The decline in drinking is seen as a long-term lifestyle change, not just due to inflation or money issues.
- Alcohol sales are falling globally, affecting companies like Diageo and Pernod Ricard.
- Some wealthy people in India and China are drinking more, with rates rising in urban areas.
- The study surveyed over 32,000 people in the 15 largest alcohol markets.
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