Gen Z also likes to drink, but in moderation. The global “On Premise User Survey (OPUS)” by CGA by NIQ dispels the myth of the “Sober Generation”, far from consuming alcohol. Young people also like wine, but obviously they drink it differently than their predecessors. In fact, although Gen Z is actually more open to No and Low alcohol alternatives – as reported by 21% of young people globally against the 17% global average – at the same time, if compared with the average global consumer (- 20pp), it represents the age group that has reduced its alcohol intake the least compared to a year ago (- 16pp), together with Millennials (- 14pp). Data that, therefore, outline a reality with multiple nuances and facets, also confirming the trends that are usually associated with this generation, including zebra striping, or the alternation of alcoholic and non-alcoholic drinks during the same evening. But what matters, when it comes to consumption by the youngest, today more than ever is the price and the Instagrammability.
“Despite the widespread perception of a sober generation, young people of Gen Z show a relationship with alcohol consumption that is almost in line with that of other generations, maintaining a balance between moderation and social occasions”, underlines Beatrice Francoli, Sales Account Development of CGA by NIQ. “Connected, curious and attentive to aesthetics, Gen Z is at the same time redefining the dynamics of drinking outside the home. To continue to involve them, it is essential to understand their habits, enhance the experience in the venues and know how to describe products that are authentic, innovative and above all designed to be shared on social media”.
Gen Z in Italy: only 17% of young people do not drink
The situation in Italy is not very different from the global one: 17% of young Italians against the 9% average declare that they opt for low or zero alcohol alternatives.
As for alcohol consumption, however, only 24% of Gen Z say they have reduced their doses (compared to 32% of overall consumers), while 46% have not changed the amount consumed compared to a year ago, 13% drink more and 17% do not drink at all.
Gen Z and out-of-home dining: a combination that counts in numbers
Open to socializing and intending to increase outings: 38% of the sample of the global survey by CGA by NIQ say they want to visit clubs more frequently in the next three months. These elements make Gen Z members the main out-of-home consumers.
It is no coincidence that bars, restaurants and cafes are now an integral part of the daily life of global Gen Z, frequented by three-quarters (72%) on a weekly basis (+16pp more than the average), and the number is even higher in Italy where it reaches 82%. For many of them, in fact, the first contact with alcoholic beverage brands occurs outside the home, making it a fundamental environment for engaging and retaining this segment of consumers.
Also emerging is the preference for late evening to enjoy moments of conviviality with friends: in fact, 19% of young people worldwide declare that they go out later than a year ago, a figure significantly higher if compared to the general average (11%). Bars, nightclubs and discos – contexts strongly associated with alcohol consumption – are therefore the favorite meeting points. This habit therefore helps to explain why – among all generations – those born between 1997 and 2012 have not significantly reduced their alcohol consumption.
Social Generation: consuming and posting online
Made up of around 2 billion people, Gen Z is not only the largest, richest and most diverse in history, but it is also the most connected, being the first generation to be digital natives, raised on smartphones and social media.
Social profiles have become fundamental: it is here where we expose ourselves and are exposed to consumer choices not only about the “cool” places to go but also about which drinks to choose for the evening.
This is confirmed by the findings of CGA by NIQ: globally, three out of five young people admit to taking inspiration from content shared on social media by friends and acquaintances to decide where to eat or drink. Furthermore, almost half (46%) choose their drink based on its “instagrammability”, favoring what appears most captivating and shareable on social media.
Cocktails surpass beer: the choices of Italian Gen Z
But what does Gen Z drink? In Italy, almost one in two consumers (46%) opts for cocktails while beer is the second option with 37% of preferences. A curious choice considering that cocktails are generally more expensive than beer and that we are talking about the portion of society that, generally, has a lower disposable income.
Once again, the key to understanding is provided by the importance of social media: the desire to share, with followers, drinks that can enhance one’s image and online reputation prevails over spending. At the same time, this age group is driven by the curiosity to discover new flavors and brands as confirmed by 51% of Italians.
