In recent years, alcohol consumption among Generation Z—those just reaching legal drinking age—has been declining compared to previous generations, not only in the UK but also across other European countries, including Spain.
This trend reflects changing social attitudes, growing health consciousness, and economic factors.
A Global Shift: Gallup and Mintel Reports
A 2023 Gallup survey revealed that 62% of adults under 35 reported drinking alcohol, a significant decrease from 72% two decades ago. This trend is not isolated; it is becoming evident across many countries, each with unique factors driving the shift. In the UK, a Mintel report from early 2024 highlighted that Britons aged 20-24 are almost half as likely to spend on alcohol for home consumption compared to those over 75. Dubbed “sober socialising,” this change illustrates a broader preference among young people for alcohol-free social activities.
The UK: A Generation Concerned with Mental Health and Well-being
In the UK, the mental health conversation is central to understanding this decline. According to the Mintel report, nearly two-thirds of 18-24-year-olds express concerns about the emotional toll of alcohol, which may drive them to reduce their intake. This reflects broader public awareness of mental health, particularly in younger generations, who are more inclined to prioritise emotional balance and well-being. Many young adults, around a third of British 18-24 year olds, now abstain from alcohol altogether, and when they do drink, it's often reserved for special occasions.
This demographic shift has also coincided with an increase in the popularity of low- or no-alcohol beverages. Nearly a quarter of young Britons opt for these drinks, many of which are marketed as functional, offering added health benefits like prebiotics or vitamins. The preference for these alternatives highlights the generation’s pursuit of healthier, more mindful consumption habits.
Spain: A Cultural Shift Amidst Tradition
While Spain has long had a drinking culture closely tied to socialising—especially over meals—the same downward trend in alcohol consumption is visible. The Spanish Foundation for Alcoholism has noted a rise in young people opting to abstain from or reduce their drinking. Much of this is attributed to growing health consciousness, which mirrors the concerns of their British counterparts.
Unlike the UK, where alcohol-free socialising has taken off, Spain’s youth continue to engage in traditional drinking settings, such as family gatherings or celebrations. However, outside these occasions, young Spaniards are increasingly cutting back, especially as discussions around mental health have gained momentum in Spain. This cultural shift is significant in a country where alcohol has been deeply ingrained in social practices.
While low- or no-alcohol beverages are less popular in Spain compared to the UK, their presence in the market is growing. Healthier, lighter alternatives are attracting the attention of young consumers, particularly those seeking to balance tradition with a modern health-conscious lifestyle.
Digital Socialising: A Shared Phenomenon
In both the UK and Spain, the rise of digital socialising is also transforming how young people engage with alcohol. Social media platforms and online interactions have replaced traditional physical meetups in bars or clubs for many, reducing the need for environments where alcohol consumption is typical. This shift, accelerated by the COVID-19 pandemic, has left a lasting impact on social behaviours, as highlighted by a Carnegie Mellon University study. Young adults in both the UK and Spain reduced their alcohol consumption during the pandemic, and this trend continued even as restrictions eased.
Economic Considerations: Cost as a Key Factor
Economics plays a substantial role in the declining alcohol consumption among young people in both countries. Lawson Whiting, CEO of Brown Forman, emphasises that the price of alcohol is a major consideration for young consumers, many of whom are early in their careers and have limited disposable income. In the UK, inflation and a high cost of living mean that alcohol—particularly higher-end spirits and wines—can feel like a luxury. As a result, young people are increasingly turning to more affordable options or choosing to abstain.
Similarly, in Spain, youth unemployment and economic instability have contributed to this shift. With inflation affecting prices and many young Spaniards facing job insecurity, alcohol may not be as central to their lifestyles as it was for previous generations. This economic pressure further explains the growing popularity of beer and non-alcoholic beverages, which are often more affordable alternatives.
Conclusion: A Generational Change in Attitude
The decline in alcohol consumption among Generation Z in both the UK and Spain reflects a complex interplay of mental health awareness, economic considerations, and changing social habits. The rise of alcohol-free and low-alcohol alternatives, coupled with the growing preference for digital interactions over traditional socialising, underscores a broader cultural shift that is reshaping how young people engage with alcohol. While there are national differences in drinking habits, the overall trend points towards a more mindful and health-conscious generation across Europe.
Source: Vinetur