The Indicator from Planet Money · Friday, July 31, 2026
Contrary to earlier assumptions that younger generations were shunning alcohol, new data indicates that Gen Z's drinking rate is now virtually identical to the total adult population at 74%. While Gen Z may be starting to drink later, their consumption patterns align with other generations, and overall alcohol volumes have declined for three years, potentially due to health consciousness and increased social gathering.
“Drinking rate among Gen Z is virtually identical to the total adult population at 74%.”
“But what this new data suggests is that Gen Z, they're just late starters.”
“18% of Gen Z drinkers said they drank alcohol with at least five other people the last time they drank. And that's the highest rate of any generation.”