Last Update: February 03, 2023, 07:00 IST
Each generation has its own trends. Drinking patterns come under this. (Image: shutterstock)
Beverage firms are increasingly trying to capitalize on the latest trends and their newest consumers. Here Are 5 Realizations They’ve Made
If you were born between 1997 and 2012, you are part of what is known as Gen Z. Naturally, with every generation comes its trends. Including drinking habits. Unsurprisingly, these are quite different from what older generations are consuming. Even just comparing this with Millennials, who came just before Gen Z, you can see a contrast. More and more beverage companies have started trying to pick up on these trends and their latest consumers. Here are 5 insights they gleaned:
buying more non-alcoholic beverages
Drink Ripples quoted a Nielsen report as saying that the market for low-alcohol drinks is huge, yet the demand for non-alcoholic beverages is set to grow 33.2 percent faster than low-alcoholic beverages in 2021. He mentions that this may be due to risk aversion and fear of publicly intoxicated behavior being broadcast on social media, as it is available at everyone’s fingertips.
Choosing Light and Fruity Flavors
BelAlc Insight reports that Gen Z is now choosing lighter and fruitier flavors when deciding which wine to get. This is due to the sugar and calorie count being lower on beer alternatives. This is no longer the generation that will talk about anything.
Read also: Cocktail Calendar: A Cocktail to Represent Each Month
value-conscious buyer
Gen Z has certain expectations from the brands they buy their alcohol from. They hope that they will help in furthering the social cause. In fact, BelAlc Insight revealed that 42 percent think brand reputation is important. This is the highest percentage of any generation. A McKinsey study shared that 58 percent of Gen-Z value brand authenticity as important to their purchasing decisions.
want to try something new
Gen Z is now going against the trends of previous generations when choosing their drinks. BevAlc Insight reveals that Gen Z over-indexes on soju with a one percent share, tequila with an eight percent share and rum with a seven percent share.
In addition, they shared more of Gen Z’s Drizly category than other generations. For alcohol, Gen Z accounts for 48 percent, compared to 45 percent for other generations. Alcohol accounts for 28 percent for Gen Z, compared to 38 percent for other generations. Gen Z accounts for 21 percent of beer compared to the 15 percent shared by other generations. For Xtra, the share of Gen Z versus other generations is 3 percent versus two percent, respectively.
Read also: 4 Rum and Brandy Based Winter Cocktails You Must Try
Healthy Choice Favorite
Wellness is not overlooked by new drinkers. They value moderation and drink less overall than Millennials, reports BevAlc Insight. They’re also focusing more on health factors and ingredient transparency, as well as low-alcohol and no-alcohol options.
Read also: Premiumization and the Rise of Sustainable Practices in the Spirits Industry
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