Gen Z drives alcohol reduction trends, reveals Innova Market Insights

The avoidance of alcohol is fast becoming the norm for a growing minority of global consumers. While this trend is evidenced across all age groups, it is most apparent in Generation Z consumers, with as many as a third of consumers aged 18-25 now saying that they never consume alcohol, according to a new report from Innova Market Insights.

Notably, the market researcher says this trend creates an entirely new sub-category within the alcoholic drinks market. Younger consumers appear reluctant to turn their backs on either the taste or sophistication of beer, wine and spirits in favor of traditional soft drinks.

As a result, alcohol-free choices are flooding the shelves, and concepts are becoming more attractive with botanicals in NPD.

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