The pandemic changed how Generation Z consumes alcohol, according to Knit, a research company based in Austin, Texas.
In its report Gen Z & Alcohol, Knit notes that before 2020, Gen Z “was on track to be a generation of non-drinkers, especially compared to the generations that came before them.”
Members of this generation were drinking 20% less than millennials, and 64% expected to reduce consumption as they aged.
Now, 35% of Gen Z drinks more alcohol than they did before the pandemic:
... and they “overwhelmingly” prefer flavored malt beverages over beer:
When Gen Z is looked at by gender, more growth is seen among females, with 40.2% drinking more now than before the pandemic—versus 28.6% among males:
Other statistics:
- Members of Gen Z spend an average of $46.30 on alcohol.
- 54.3% spend under $30 monthly, while 22.5% spend $80 or more monthly.
- Gen Z males spend $68.60 monthly on alcohol, while females spend $34.50.
- Asians spend the least monthly, at $27.20, while Black people spend the most, at $73.90.
- Grocery stores are the favorite place to buy alcohol, at 55.4%, followed closely by liquor stores, at 54.0%, bar or restaurant, 51.2%, convenience stores, 32.9%, delivery app, 4.2%, online retailer, 3.3%, and other, 11.7%.
The Takeaways
One should focus on how their brand’s values align with those in Gen Z and give informational resources, Knit advises. “For instance, make it easy for consumers to determine which brick-and-mortar retail establishments carry your products to help create the seamless experience Gen Z craves,” Knit said.
The reasons Gen Z drinks alcohol:
... and the reasons they do not:
Taste is the top factor in Gen Z’s decision in buying alcohol, at 69.5%, followed by price, 65.7%, recommendations, 39.0%, availability, 23.9%, packaging, 14.6%, and other, 6.6%
Their favorite places to drink:
- Friend’s party: 31.2%
- Apartment or dorm: 28.5%
- Bar or club: 19.9%
- Restaurant: 9.70%
- Home of parent or relative: 8.1%
- Event (concert, festival): 2.2%
- Outside 0.5%
Finally, males and females purchase alcohol at different rates, with 22.6% of males buying it several times weekly compared with just 5.3% of females:
Click here to read Knit’s companion study, Gen Z vs. Millennials Youth Snacking Trends Report.