新“干杯”：塑造“饮酒”未来的消费者趋势

Key takeaways from anevolving alcohol landscape The way people consume alcohol is changing. Driven by a bigger focus onhealth and wellness, economic pressure, and the rise of alcohol alternatives, Toluna conducted a quantitative study among 2000+ US-based alcohol consumersto uncover current consumption trends, factors impacting shifting patterns, and what 2. Gen Z isespeciallysensitiveto theintroduction of Alcoholperceptions are Mental stressand challengesare driving newdrinking dynamics •58%of alcohol consumersfeel negativelyabout theworld, among whichGen Zandwomenreport to bemostaffected.•Emotional stress is influencingalcohol consumption habits.This opens the door for brands • Alcohol ismoving from“habit” to “consciouschoice”territory, withconsumers approaching itwith more intentionality. This •Gen Z’s rising anxiety andprioritization of well-beingarereshaping drinking occasions.Relaxing and unwinding, rather based on tariffs, due to havingless disposable income. 5. Gen X is cutting back(but not cutting out) The16% of Americanswho are GLP-1 users arereshaping consumptionpatterns •Health concerns, aging, and hangoversemerge as key barriers to consumption • Still significant alcoholbeverage drinkers, GenX’s consumption skews •56% of GLP-1 usersclaim to have reducedor eliminated alcohol • There is a strongtendency toadopt alcoholalternativesand • Brands have theopportunity to supportGen X withpremium,low-alcohol, or • GLP-1’s growthsignals amajorcategory disruption. 7. THC curiosityareexpandingthe “vice” market Non-alcoholicandfunctional drinks aregaining momentum • Consumers are increasingly seekinghealthier alternatives to alcohol that don’t • Gen Z and millennials over-index for non-alcoholic adoption (20% and 18% respectively). Learn more in ourblog post series.The future of drinking is being redefined. Stay ahead of the curve. A new “cheers”:Tracking trendsin motion Exploring how alcoholconsumption trends areunfolding over time Our New “cheers” series explores how alcohol consumptionis evolving, why choices are shifting, and what it all means forthe industry. Powered by Toluna Start and our global panel, the from the 1st wave are developing and where new opportunities are emerging.Here are the highlights: Tariffs areputtingloyalty tothe test2. GLP-1 usersareredefininghappy hour3. Gen Zis drinkingmore and feelingworse 35% of Gen Zis increasing theiralcohol consumption, largely tosocialize and/or cope with stress.The demographic remains the Over 50% of drinkersclaimthat import tariffs will affecttheir drinking habits.Gen Z andMillennials are most likelyto Approximately6 in 10 GLP-1users report cutting back orquitting alcohol, signaling ashift towards non-alcoholic THC is moving tothe mainstream(and psychedelicsshow promise)5. Thesober-curious lifestylegains ground Two-thirds of consumersexpect non-alcoholic cocktailsto grow in popularity. Millennialsand Gen X are leading the Learn more in ourblog post. The future of drinking isbeing redefined. Stay aheadof the curve. Contact ourexpertsto learn how. THC use reached to 35% in wave 2,and 64% of non-users are open totrying it. Psilocybin remains niche;however, cultural and regulatory