No Gen Z subscribers to EastSheenMatters have been identified, but you may have children or grandchildren who are Gen Z. So who are they? It is not a specific group but generally they are thought to have been born between about 1997 and 2007. They may drink alcohol; you may think they drink too much. Prepare to be surprised.

In a podcast just published (see below) East Sheen resident Nick White, Consumer Research Lead at Attest, talks about research on Gen Z drinking habits which the company has done in the USA. But given how often we follow USA trends the research almost certainly has relevance for the UK. For the purposes of the research the group was confined to over 21, the minimum age for drinking alcohol in the States.

Twenty per cent of Gen Z don’t drink alcohol at all. Forty per cent drink only occasionally. Those who do consume alcohol are cutting back. They have a preference for moderation by comparison with what is seen as the over indulgence of older generations.

Their reasons relate to health and wellness, concerns about the risk of addiction and a general lack of interest. Forty six per cent of non drinkers simply find alcohol unappealing. They are less likely to build their social lives around alcohol. They find other ways to build relationships. They transition to other hobbies. They shift to low or non alcohol alternatives. Overall three quarters of the study group had tried them.

If they do drink alcohol what do they choose? Spirits come first, closely followed by beer and wine. There is a gender difference: women prefer cocktails.

They are looking for taste and will drink at home. Cost is not a main factor: others are primary. They are a highly informed generation so they may avoid alcohol because of awareness of mental health problems such as depression or stress or concern about ‘hangxiety’. They get their information from social media, such as Instagram or Tik Tok, or by word of mouth.

Is there advice for restaurants or retailers? They should provide a range of alternatives. Retailers need to enhance the home experience with variety and taste. They need to show transparency, with labelling and showing ingredients. Gen Z want to know what is going into a product. Brands need to show social responsibility or they will alienate their target audience.

We can expect to see lower levels of alcohol consumption continuing, because of the known concerns. But Gen Z can change their opinions quickly, so retailers and restaurants need to do their research and keep up with trends.

For the full discussion see https://podcasts.apple.com/gb/podcast/gen-z-drinking-habits/id1466279887?i=1000682880061