Report: Drinking habits of Britain’s Gen Z
Discover the relationship that Britain's Gen Z has with alcohol today, how this differs to older generations and key behavioural differences between young drinkers and non-drinkers.
The drinks market in Britain is worth billions and everyone from the biggest multinational manufacturers to the smallest craft breweries are seeking every opportunity to protect and expand their market share amid fierce competition.
Consequently, there has never been greater appetite within the industry to understand consumer drinking trends and wider behaviour, particularly among younger drinkers who potentially offer a lifetime of loyalty to a brand if engaged correctly.
Our new report draws upon the unprecedented depth and breadth of our TGI consumer data to reveal a raft of key characteristics and behaviours in the relationship that Britain’s Generation Z – those aged 18-27 – has with alcohol compared to older generations.
Please fill in the form to the right to download the report.
Key takeaways from the report include:
- Most of Gen Z (60%) claim they do not drink alcohol at all
- For many young adults it is more important to project a specific image of themselves
- Gen Z non-drinkers have a growing number of non-alcoholic alternatives to choose from today – we explore the most popular choices
- Drinkers and non-drinkers in Gen z are divided by their levels of extraversion
- The introversion-extraversion divide for Gen Z extends beyond just drinking and along gender lines