Boomers drive TBA declines as Gen Z steps up

Generational shifts are having a pronounced impact on total beverage alcohol (TBA) consumption trends around the world, with contrasting fortunes for Boomers at one end of the age spectrum – and Gen Z at the other.

IWSR’s Bevtrac 2026 Consumer Insights: Wave 1 report, based on consumer research undertaken in key markets around the world* in March 2026, points out that, while consumer confidence is recovering, TBA consumption remains under pressure, thanks to embedded moderation trends, generational behaviour changes and rising engagement with no-alcohol options.

TBA volumes in the top 15 (T15) markets declined by -3% in 2025, compared to a -2% fall in 2024. All major categories registered declines in 2025, except for RTDs and no-alcohol.

Bevtrac consumer research indicates that moderation among Boomers (those aged 61-plus) is a key element in this continued volume contraction, partially offset by more positive trends among Gen Z (LDA-28), who are becoming more engaged with beverage alcohol.

“Boomers are the only generation not only reducing participation, but also drinking less frequently and consuming fewer drinks per occasion,” reports Marten Lodewijks, IWSR Managing Director & President. “Boomers’ moderation is driven by cost considerations, as well as lifestyle changes, including health concerns and fewer socialising occasions.

“At the same time, Gen Z participation is growing as a larger proportion of consumers reaches legal drinking age. Although digital entertainment captures a significant share of their leisure time, drinking remains relevant in social contexts. Gen Zs favour cocktails, RTDs and no-alcohol alternatives that provide the experience and inclusivity while staying in control.”

Boomers: cost and lifestyle drive embedded moderation

Moderation is now firmly established across all T15 markets, but is especially pronounced among Boomers, who are more likely to say they are drinking less in key markets such as Brazil, India and the US.

Total participation is at 76% in March 2026, significantly higher than April 2023 (75%) but it has softened slightly since a high in 2024; frequency is stable, while intensity shows the sharpest decline: the average number of drinks per occasion fell from 4.4 in March 2024 to 3.9 in March 2026.

Within this context, Boomers are the both lowest-consuming age cohort and the only one to register declines across participation, frequency and intensity, exerting a disproportionate drag on TBA volumes.

“Actively choosing to drink less has become the default position in the world’s leading TBA markets,” says Lodewijks. “Strong moderation stability across the T15 suggests this behaviour has become structural, rather than a cyclical or trend-driven phenomenon.

“But older cohorts are consistently the most likely to report drinking less in general; this trend is accelerating among Boomers in Brazil, and among both Boomers and Gen X in India.”

Financial and lifestyle factors are central to Boomers’ embedded moderation behaviour: according to Bevtrac, the top three reasons given for drinking less are cost, fewer socialising occasions and moderating alcohol intake – a contrast with all age tiers, where the top three reasons are moderating alcohol intake, a lifestyle choice, and then cost.

Gen Z: driven by connection

As more of Gen Z reaches legal drinking age, the age cohort’s share of the overall drinking population is expanding, according to Bevtrac, increasing from 13% in March 2024 to 17% in March 2026. Over the same timescale, Boomers’ share has shrunk from 23% to 21%.

As a result, the participation gap between LDA+ Gen Z and the wider drinking population – which was evident in March 2023 – appears to have almost completely disappeared. According to the latest Bevtrac research, 76% of T15 adults reported drinking alcohol in March 2026, versus 74% of Gen Z. In India and the US, Gen Z’s participation rate is now higher than that of the LDA population as a whole.

Gen Z’s relationship with alcohol offers a striking contrast with the Boomer cohort. While the latter favours drinking to relax and with a casual meal, and is more likely to consume alcohol on their own, Gen Z’s top occasions are socialising, relaxing (watching TV, music), events and casual meals. Pre-going out is their least popular activity although more popular than with the other generations.

“Gen Z drinks to connect, not unwind,” explains Lodewijks. “Despite spending more leisure time in digital environments, Gen Z’s alcohol consumption is anchored in social contexts, shared experiences and events, rather than solitary relaxation or personal enjoyment.

“Gen Z also approaches alcohol more cautiously than older cohorts, prioritising wellbeing and social inclusion via no-alcohol alternatives as personal health and image shape their drinking behaviour.” According to Bevtrac, Gen Z is more likely than other age cohorts to pay attention to government drinking guidelines.

The research also indicates that RTDs and cocktails remain central to the drinking repertoires of Gen Z LDA+ consumers, with the age cohort over-indexing on both categories – fuelling demand for flavour-led cocktail styles.

The generations: a tailored approach

The Bevtrac findings suggest that brand owners would be best advised to undertake a tailored approach designed to meet the contrasting needs and behaviours of these two age groups.

“With Boomers, retention and value should be the main priorities,” says Lodewijks. “The focus should shift to retention of the Boomer cohort through quality, moderation-friendly formats and health-adjacent positioning. Smaller serves can help sustain engagement among older consumers moderating on health or cost grounds.

“Meanwhile, relevant, occasion-led NPD can help engage Gen Z, through the development of flavour-forward RTD beverages that align with how younger LDA+ consumers socialise. There’s a need to focus on convenience, moderation, inclusivity and shareability, rather than taste alone.

“At the same time, companies should create opportunities that fit Gen Z-relevant social occasions, ranging from festivals and outdoor gatherings to casual meet-ups – while cultural relevance can be driven through trend-led flavours, bold packaging and partnerships that generate social currency, both offline and online.”

*Covering a core of 15 markets (T15): US, Canada, Mexico, Brazil, France, Germany, Italy, Spain, UK, South Africa, China, India, Japan, Taiwan and Australia.

Bevtrac is IWSR’s tracker that reveals how consumer behaviour and sentiment towards beverage alcohol are changing over time. It now covers 19 key markets (which represent 78% of global consumption) with the recent additions of Nigeria, South Korea, Thailand and Vietnam.