A recent study conducted by researchers at Carnegie Mellon University has found that heavy-drinking adults under the age of 30 have been consuming less alcohol since the COVID-19 pandemic began. The study followed 234 young adults who reported binge drinking on at least four occasions per month, and found that during and after the pandemic, participants were consuming an average of 12.8 fewer alcoholic drinks per month. This decrease was primarily attributed to participants drinking less on weekends, with a reduction of nearly eight drinks per month.
In addition to consuming less alcohol, the study also found decreases in alcohol-related problems and negative behaviors among the participants. However, there were no significant changes in participants using alcohol as a coping mechanism throughout the study period. The study authors believe that the lack of social gatherings during the pandemic played a role in these results, as participants had less opportunity to go out to bars or parties with friends. These tendencies carried on even after pandemic restrictions were lifted.
The study’s lead author, Kasey Creswell, noted that the pandemic seemed to have a long-term positive effect on young adults who were engaging in heavy drinking. The growth of the “sober curious” lifestyle, where individuals explore alcohol abstinence, is also contributing to changes in drinking habits among Gen Z and millennials. This shift in drinking habits has impacted alcohol brands, causing some to shift their focus to no- and low-alcoholic drinks. The market for these beverages is expected to grow by 25% between 2022 and 2026.
Despite the overall decrease in drinking among the study population, solitary drinking increased by 3.8% during the pandemic. However, this increase was not accompanied by a rise in drinking to cope, according to Creswell’s previous research. Trends like Dry January and Sober October have gained popularity in recent years, with millions of Americans participating in these challenges. Social media platforms like TikTok have played a role in spreading awareness about these trends, with hashtags like #dryjanuary and #sobercurious garnering millions of views.
Major players in the alcohol industry, such as Anheuser-Busch and Molson Coors, are also adapting to changing consumer preferences by investing in nonalcoholic beverages. Anheuser-Busch aims to have alcohol-free or low-alcohol drinks account for 20% of its sales by 2025. The no- and low-alcohol industry was valued at $11 billion in 2022, according to data from the IWSR. Overall, these findings suggest a shift in drinking habits among young adults, with potential long-term implications for the alcohol industry.
