We're a Global Community Join our newsletter for weekly news, events & more

Europe’s New Sobriety: A Generation Redefining Fun and Health

Have you ever stopped to think about what your nightly glass of wine or weekend beer run really means? In Europe, a significant shift is unfolding among the younger generation. They are drinking less, turning away from hedonistic pastimes, and instead, embracing reading, personal growth, healthy lifestyles, and overall wellness. This trend is not just a fleeting moment; it’s a profound cultural shift that speaks volumes about the changing priorities of the young adults of today.


The Decline of Alcohol in the Young Adult Scene

Recent data points to a substantial decline in alcohol consumption among Gen Z in Europe. For instance, Gen Z shows the highest usage of low- and non-alcoholic drinks compared to other generations, with a staggering 64% of people aged 18–24 choosing no/low alcohol options. This drop isn’t solely about swearing off alcohol; it’s about moderation. The average total drinks per week have decreased from 5.1 in 2003 to 3.6 in 2021.

But why this drastic change? Several factors contribute to this trend:


1. Mental Health Awareness:

Young adults are more open about mental health issues and understand that alcohol, as a depressant, is not a solution to life’s stresses.

2. Healthier Lifestyles:

There’s a growing preference for a ‘clean living’ lifestyle, which involves making healthier eating and drinking choices, including reducing alcohol consumption.

3. Economic Considerations:

With the cost of living on the rise and the expenses associated with drinking, young adults are finding that heavy drinking is less financially sustainable.

4. Safety and Well-being:

In light of increasing concerns about personal safety and well-being in social settings, many young people are choosing to drink less or not at all.

5. Social Media and Virtual Socialization:

Young people are now finding other means of socialization, many of them virtual, which reduces the centrality of alcohol in social gatherings.

A New Definition of Fun

As alcohol takes a backseat, what’s replacing it in the lives of Europe’s youth? The answer lies in a combination of wellness, intellectual pursuits, and digital engagement.

1. Wellness and Fitness:

Young adults are more interested in activities that promote physical and mental well-being, such as yoga, meditation, and sports.

2. Reading and Personal Growth:

There’s an increased interest in self-improvement through reading, online courses, and other educational pursuits.

3. Healthy Eating:

Dietary choices are leaning towards healthier options, with trends like veganism and vegetarianism gaining popularity.

4. Digital Engagement:

Social media and online platforms are becoming major avenues for socialization, entertainment, and activism.

5. Mindful Drinking:

For those who do drink, there’s a trend towards mindful drinking, focusing on quality over quantity and exploring non-alcoholic options.

What Does This Mean for the Beverage Industry?

The beverage industry is adapting to this shift. Sales of non-alcoholic beers, wines, and spirits spiked 31% over the past year. This growth is part of a broader trend towards wellness, convenience, and premiumization in consumer choices. The industry is innovating with ingredients like ashwagandha and turmeric to cater to health-conscious consumers.

Conclusion

This movement among Europe’s youth is a striking indicator of changing values and priorities. It’s not just about rejecting alcohol; it’s about embracing a lifestyle that prioritizes health, well-being, and personal growth. As this trend continues, it will be fascinating to see how it reshapes social norms, consumer behaviour, and even industry practices. It’s a reminder that fun and fullfillment can come in many forms, not all of them in a glass.