One-fifth of Gen Z embarrassed to consume non-alcoholic drinks

Young people are still held back by fear of โ€œsocial judgementโ€ from drinking low or non-alcoholic beer according to research by Heineken and the University of Oxfordโ€™s Professor Charles Spence. In response, Heineken, are kick-starting their new campaign this โ€œDryโ€ January, naming it โ€œ0.0 reasons neededโ€.

Experimental psychologist Professor Charles Spence collaborated with Heineken to survey 11,842 adults across five developed non-alcohol beer markets. The study found that 21% of Gen Z said they have โ€œconcealed drinking low and no alcohol versions of alcoholic beverages because of social pressuresโ€.

2024 saw the highest demand for non-alcoholic beer yet, with Heineken 0.0 sales increasing by 14% in the first half of 2024. Gen Z are the generation most likely to have drunk low or no-alcohol drinks, with 73% of Gen Z participants saying they had tried one. Baby boomers (aged 60-80 years old) were the second most likely, with 58% saying they had. The Financial Times have speculated the link between this growth and the 1% drop in global beer sales, as drinks data provider International Wine & Spirit Research (IWSR) noted in 2023.ย 

Social pressure is an important factor in low or non-alcohol drink consumption. 38% of Gen Z men said they would be willing to drink them but only if their friends did too. This was 35% for Gen Z women. Professor Spence commented that โ€œit is evident that people still do sometimes face social judgments from others concerning their choice of non-alcoholic drink.โ€

According to research, more people are opting for low or no-alcohol beer for health reasons. Professor Spence remarked in Heinekenโ€™s press release that โ€œalcohol is no longer the default in social situationsโ€ and that there is โ€œmore mindful consumptionโ€.ย 

Cherwellโ€™s recent Intoxtigation, surveying over 1000 students, found that the drinking culture is still strong at Oxford. It found that 51.8% of surveyed students reportedly drink the NHS recommended average 14 units in one night. A student told Cherwell: โ€œI would consider drinking non-alcoholic drinks if I was just going to the pub casually or if I have an early morning the next day, but if I am going clubbing then that just wouldnโ€™t do.โ€ย 

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