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.