Gen Z Drinking Habits: A Shift in Behavior
Recent research from Lumina Intelligence and CGA by NIQ reveals that Gen Z is still frequenting pubs and bars, but their drinking habits are evolving.
According to Lumina Intelligence's Eating and Drinking Out Panel, alcoholic drink occasions in pubs and bars have increased by 2.5 percentage points year-over-year, with overall alcohol penetration rising by 1.1 points.
- Growth is led by 18-to-34-year-olds, with their share of drinking occasions increasing by 4.2 points in the past year.
- More 18- to 24-year-olds now describe themselves as drinking 'often' or 'sometimes', while fewer are opting out completely.
Younger adults are driving later nights, mixing alcoholic and low-ABV drinks, and favouring hybrid “third-space” venues.
This shift in behavior challenges long-held assumptions about declining alcohol consumption among Gen Z.
Author's summary: Gen Z's drinking habits are changing, not declining.
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