Rising Sobriety Among Young Adults: A Global Trend

A recent global report reveals that over one-third of young adults, especially from Generation Z, have never consumed alcohol. This trend is largely driven by health concerns, financial savings, and improved sleep quality. The study highlights the rise of mindful drinking practices, such as 'Zebra striping,' where individuals alternate between alcoholic and non-alcoholic beverages. Despite a stagnating global alcoholic drinks market, the non-alcoholic sector is booming, with significant growth expected in the coming years. India is projected to be a leading market for alcohol consumption growth. Explore the full report to understand these evolving drinking habits.

By Narendra Chaudhary Oct 28, 2025, 16:23 IST

Global Sobriety Trends Among Young Adults

New Delhi, Oct 28: A recent global study reveals that over one-third, or 36%, of young adults, particularly from Generation Z, have never tried alcohol.

This analysis, conducted by Euromonitor International, highlights a growing trend towards sobriety among younger individuals, primarily motivated by health concerns, with 87% of participants citing a desire to maintain better health and avoid long-term risks.

Additionally, 30% of respondents mentioned financial savings as a reason for abstaining, while 25% noted improvements in sleep quality.

The report also discusses the emerging ‘Zebra striping’ trend, where individuals alternate between alcoholic and non-alcoholic drinks during social events, helping them manage their alcohol intake.

Only 17% of those surveyed reported drinking on a weekly basis in 2025, a decline from 23% in 2020.

Among occasional drinkers, 53% are actively trying to reduce their alcohol consumption, an increase from 44% five years prior. The proportion of individuals who abstain from alcohol entirely has also risen by 3 percentage points since 2020.

Despite the global alcoholic beverage market reaching 253 billion liters in 2024, growth appears to be slowing.

The report indicates that mindful drinking is gaining traction across various age groups, particularly among younger consumers.

Interestingly, India is projected to see an increase of 357 million liters in alcohol consumption from 2024 to 2029, positioning it as a significant growth market.

Furthermore, the report emphasizes the expansion of the global non-alcoholic beverage sector.

While the alcoholic drinks market experienced modest growth of just 0.6%, reaching a total market value of $1.7 trillion in 2024, non-alcoholic spirits saw a remarkable 17% increase in total volume, with ready-to-drink non-alcoholic beverages growing by 14%, non/low alcohol beer by 11%, and non-alcoholic wine by 7%.

The adult non-alcoholic drinks market is anticipated to grow by 24% in total volume from 2025 to 2029, exceeding 10.2 billion liters by 2029.