This is not to say that these new non-drinkers do not like the taste of alcohol or are reluctant to do so. It seems to be quite the opposite.
Alice Crossley, senior analyst at LS:N Global’s trend intelligence platform, said the future of alcohol could be in food. Innovative collaborations are redefining alcohol as a flavour and appealing to new generations of sober and snack-loving consumers.
Crossley, speaking after the report was published, said alcohol consumption in many countries had fallen, including by 16% in Britain in the decade to 2024. Animated summary report.
How much alcohol does Generation Z consume?
Gen Z and other younger, health-conscious consumers are moving away from alcohol, but not completely. Crossley said these consumers haven't completely given up on alcohol.
Gen Z may consume less alcohol than previous generations, but they are overrepresented in ready-to-drink categories, particularly in the US. They also account for a high percentage of spirits-based cocktail sales, particularly in Spain. This generation is overrepresented in the aperitif category, demonstrating a different attitude toward alcohol than older age groups.
They now consume it differently, preferring alcohol-infused products and foods to traditional drinks.
She said the generation no longer drinks alcohol to refresh themselves or accompany a meal. Instead, it is a treat every now and then, and that fuels interest in the flavor of alcohol.
You can see this in products like Ballantine's Sriracha Whiskey Hot Sauce, Doritos Nachos Cheese Spirit and Oatly's Pina Colada Soft Serve.
Crossley said: "These collaborations offer new ways to integrate alcohol into everyday life and social events without worrying about the negative health effects of alcohol consumption."
Was vodka pasta the first to introduce edible alcohol?
It’s easy to spot the beginnings of this trend. The recipe for “vodka sauce” was popular on TikTok a few years ago, before Heinz and Absolut teamed up for a pasta-in-a-jar dish.
“Vodka [in this case] Crossley explains that alcohol is not only used as an ingredient but also as a flavour enhancer for a tomato sauce. This dish was a hit on social media, showing how alcohol could be used creatively in cooking to appeal to a younger audience.
As consumer tastes evolve, alcohol producers will continue to look for new flavors and non-alcoholic versions of their core spirits that can be added to foods.
Crossley said the move will not only increase product offerings, but also solidify alcohol's relevance in a rapidly changing market where drinking may become less important than eating.
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