Avoidance of alcohol is becoming the norm for a growing minority of consumers around the world
The trend to reduce or avoid alcohol use is most apparent in Generation Z, with as many as a third of consumers aged 18-25 now saying that they never consume alcohol.
The trend is creating an entirely new sub-category within the alcoholic drinks market. Younger consumers appear reluctant to turn their backs on either the taste or sophistication of beer, wine and spirits in favor of traditional soft drinks. As a result, alcohol-free choices are flooding the shelves.