Generation Z in the U.S. is drinking 33% less alcohol, favoring non-alcoholic drinks due to health concerns.

Generation Z is leading a shift towards less alcohol consumption, drinking about one-third less beer and wine than previous generations, with a significant move towards alcohol-free drinks. This trend, first seen in North America in the early 2000s, has led to a 10% decline in alcohol use among U.S. adults aged 18 to 34 in the past decade. Increased awareness of health risks and mental health, amplified by social media, has played a key role in this shift towards sober lifestyles and alternative social activities.

November 25, 2024
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