Generation Z is markedly reducing alcohol consumption, with studies indicating they drink 87% less than previous generations. This substantial decline is largely attributed to heightened health awareness and the adoption of sober-curious lifestyles.
A survey by The Times revealed that one in five individuals aged 18 to 27 abstain from alcohol entirely, and only 1% report daily drinking. In contrast, among those over 60, one in six consume alcohol at least five days a week. Additionally, binge drinking has significantly declined since the millennial generation.
This trend is also reflected in spending habits. A Bank of America Institute analysis found that in January 2025, Gen Z reduced their alcohol spending by 15% compared to 2023, while baby boomers increased their bar spending by 4%. 
The shift towards sobriety is further evidenced by the growing popularity of alcohol-free beverages. The market for non-alcoholic drinks is projected to grow annually by 4% until 2028 in key markets like Spain and the United States.
Gen Z’s cautious approach extends to drug use, with only 10% frequently using substances like ecstasy or cocaine, down from 36% in 2004. However, support for drug decriminalization is increasing, with rising advocacy for legalizing cannabis, cocaine, and ecstasy.
This generation’s health-conscious behavior is also evident in low smoking and vaping rates. Only 3% of Gen Z smoke regularly, and 7% vape. Gym attendance is common, with a third exercising several times a month.
Overall, Gen Z’s commitment to healthier choices and redefining social habits signifies a cultural shift towards wellness and moderation. Gen Z is leading a cultural shift, drinking 87% less alcohol than previous generations. This significant decline is influenced by growing health awareness, mental well-being priorities, and the rise of the sober-curious lifestyle.
Many young people are choosing non-alcoholic alternatives and engaging in wellness-driven movements like Dry January, reflecting a broader societal move towards moderation. This trend highlights Gen Z’s commitment to healthier choices and redefining social habits, proving that fun and connection don’t have to revolve around alcohol.
