Gen Z's sober shift: Why young people are ditching alcohol

In a striking generational shift, young people across the world—especially those from Gen Z (born between 1997 and 2012)—are turning away from alcohol in favour of healthier lifestyles.

A new global report reveals that 36 per cent of Gen Z adults of legal drinking age have never consumed alcohol, highlighting a growing awareness of the long-term health risks associated with drinking.

Health remains the leading motivation behind this choice.

Nearly 87 per cent of respondents said they avoid alcohol to maintain physical fitness and reduce the risk of chronic diseases.

Financial savings (30 per cent) and the desire for better sleep and mental clarity (25 per cent) also emerged as strong reasons for abstaining.

‘Zebra stripping’: a new moderation trend

The study also identified a new drinking pattern among young social drinkers called “Zebra Stripping”—the practice of alternating between alcoholic and non-alcoholic beverages at social gatherings. Researchers say this approach reflects a growing preference for moderation and balance rather than excess.

Alcohol consumption continues to decline globally

The data shows a steady global decline in alcohol use. In 2025, only 17 per cent of people reported drinking weekly, compared to 23 per cent in 2020. More than half (53 per cent) of occasional drinkers said they are consciously cutting back, up from 44 per cent five years ago.

Additionally, the number of people who have never consumed alcohol has risen by three percentage points since 2020.

India bucks the global trend

Despite the worldwide move toward moderation, India remains an exception. While urban youth are becoming more health-conscious, the country continues to be the fastest-growing alcohol market globally. Between 2024 and 2029, India’s alcohol consumption is projected to increase by 357 million litres.

Non-alcoholic alternatives on the rise

Globally, total alcohol consumption reached 253 billion litres in 2024, with overall sales inching up by 0.6 per cent to a market value of $1.7 trillion. In contrast, sales of non-alcoholic spirits surged by 17 per cent, underscoring a major consumer shift toward healthier, mindful drinking habits.