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- Gen Zs are increasingly staying away from alcohol, opting for a sober curious lifestyle.
- This according to a UK study that found Gen Zs are less likely than older generations to spend money on alcohol at home or in social settings.
- While they do not stay away from alcohol completely, those who abstain do so because they are worried about its emotional impact and would rather have an energy drink on a night out.
- For more lifestyle news, go to the News24 Life front page.
With younger generations socialising in settings like bars, pubs and restaurants, one would assume that alcohol consumption is the order of the day, but this is not the case among UK Gen Zs who lead sober curious lifestyle.
Research conducted by global marketing intelligence agency Mintel revealed Gen Zers from Britain were increasingly rejecting alcohol compared to other generations.
It found youngsters, aged between 20 and 24, were about half as likely to prioritise spending money or alcohol beverages for themselves when at home compared to consumers who are 75 years old and above.
"This suggests that a significant number of Gen Zs are shifting their focus away from drinking alcohol, both inside and outside the home, and opting instead for sober socialising," the findings revealed.
Although Gen Zs are recognised for limiting their consumption of alcohol, this does not mean they do not drink alcohol at all.
Those aged between 18 and 24, who consume alcohol, said they did so to relax, as a treat or during special occasions."Relaxation is the most popular reason for drinking alcohol across the generations," the research found.
"However, Gen Z stands out from older generations in how little alcohol is used as a refreshment or to elevate meals.
"This contrast in alcohol usage suggests that, for Gen Z, alcohol is an occasional treat, whereas for older generations it is considered as a regular, relaxing refreshment."
Benefits of a sober curious lifestyle
Gen Zs are labelled the "sober curious generation" for a reason.
More of this age group were found to limit their alcohol consumption compared to those over 65 who did not limit their consumption of alcohol in the previous year.
About two-thirds of consumers between 18 and 24 said they were worried about the emotional impact of alcohol.
Some said they were interested in learning more about drinking mindfully. Others simply stay away from alcohol because low- and no-alcohol drinks cost way less than alcoholic beverages.
In other parts of the world, alcohol consumption among the youth can reach shocking levels.
This was particularly true in South Africa where underage drinking was widespread, with people under the age of 18 living in "a society that not only tolerates this but, in some instances, enables it", according to Aware.org, a South African organisation aimed at reducing the harmful use of alcohol.
The organisation said: "Alcohol consumption among our youth is widespread. While research is dated, it suggests that about one in three South Africans aged 14 to 17 years consumes alcohol in South Africa."
It further cited a 2018 Stats SA report that found about 12% of deaths in South Africa are due to non-natural causes, including accidents and violence.
These are further exacerbated by alcohol consumption which encourages poor decision-making.
Among youth aged between 15 and 19, the figure reached 44%.
One such incident includes the deaths of 21 teenagers at the Enyobeni tavern in the Eastern Cape, who died while partying and likely consuming alcohol.
What are they drinking instead?
About a quarter of Gen Zs also reported they chose to consume low- and no-alcohol drinks because they contained lower calorie content and have added functional benefits like prebiotics and vitamins.
While this generation prefer far less fizzy drinks when out at bars and pubs compared to Millennials, a lot of them prefer carbonated soft drinks when at home.
They also consider fruit juices with sophisticated flavours to be better alternatives to alcohol than other fruit juices.
"Finally, Gen Z consumers drink energy drinks on a night out more than twice as much as older groups," according to the findings.
"This heightened consumption could be attributed to the energy boost provided by energy and sports drinks which offer a similar effect to drinking alcohol when partying."
