Generation game: are younger LDA consumers becoming more selective in their drinking habits?

While younger consumers are now actively engaging with beverage alcohol around the world, there are signs that they are becoming more selective in their purchase choices – but trends are highly diverse, with notable variations by market and age group.

According to IWSR Bevtrac consumer research conducted across 15 markets* (T15) in September 2025, the trend towards drinking across multiple categories on the same occasion has reversed, with younger cohorts – who typically have the broadest repertoires – showing less propensity to mix than in September 2024. This trend is particularly notable among Gen Z consumers in Brazil, India, Mexico and Spain; and among Millennials in Canada, China, Germany, Italy, Taiwan and the US.

“Category participation remains stable year-on-year and higher than in September 2023 among Gen Z, narrowing the gap with all adults,” says Marten Lodewijks. “Even so, Gen Z is becoming more selective, with the average number of categories consumed per occasion dropping from 2.8 to 1.8 in the past two years.”

Gen Z: engaged but selective

According to Bevtrac’s September 2025 research, 74% of Gen Z consumers across the T15 markets now participate in beverage alcohol, up from 72% in September 2023. The strongest participation gains have come in Taiwan, the UK, India, Brazil and France.

However, the trend has plateaued or even reversed in other markets, including the US, South Africa and Canada.