Source: GlobalData's Q4 global survey, 2016. Data excludes those who do not pay attention to alcohol intake.

Millennials (18-34 year olds) are leading more demanding lifestyles than previous generations, which is draining energy levels and driving the need to rejuvenate rather than intoxicate.  Similarly, a focus on wellbeing and increasing interest in clean lifestyles is contributing to a growing awareness of alcohol consumption. Indeed, according to the UK’s Office for National Statistics (ONS), the proportion of young adults who do not drink alcohol rose by more than 40% between 2005 and 2013.

Millennials are more conscious of their alcohol intake than Baby Boomers and Gen X-ers, which suggests a health movement is occurring within younger generations. Globally, 27% of millennials (18-34 year olds) have said they are actively trying to reduce their alcohol consumption. This is higher than any other age group and eight percentage points more than senior drinkers (over-65s). Producers should look to expand their low and no-alcohol products to tap into this growing opportunity, targeting the millennials driving this trend with innovative and novel products.