3 ways alcohol brands can unlock sales of ‘sober curious’ Gen Z

Whereas the (Gen X) supermodel Kate Moss was famend for her love of alcohol, (Gen Z) mannequin Bella Hadid is celebrating her new-found sobriety, telling Elle: “I don’t really feel the necessity as a result of I understand how it would have an effect on me at 3 within the morning after I get up with horrible anxiousness fascinated about that one factor I mentioned 5 years in the past after I graduated highschool.”

Fairly than being an outlier, Bella Hadid speaks for a era. Take Hadid’s birthplace, France, the place alcohol is ingrained in tradition and mealtimes. But almost three out of ten 18-24 French Gen Zs don’t drink in any respect, with an extra third decreasing or limiting their consumption over the previous 12 months. The truth is, solely round a 3rd of 18-24-year-olds drink often, in comparison with half of French adults aged 55+. This sample repeats itself throughout Europe and extra lately in North America.

It is a massive concern for alcohol firms, who haven’t been capable of monetise Gen Z in the identical method as they did with the harder-drinking Millennials, and Gen Xers. There’s been a €2.7Bn (4%) decline in European gross sales of beer, wines and spirits in 2022 in accordance with IRI, and except alcohol firms can revenue extra from Gen Z – they danger many years of managed decline.

Alcohol firms have to get forward of the curve. Again in 2014, I known as out non-alcoholic beer as a phase with enormous international gross sales potential, primarily based on the evolution of upper high quality non-alcoholic beers in Spain and Germany. In 2014, only one in 25 new beer launches into retail was non-alcoholic, however within the first three months of 2023 this determine has jumped to at least one in ten, in accordance with Mintel GNPD.

The explanations are multi-faceted, starting from the detest of “hang-xiety” described by Bella Hadid to a need to really feel higher about themselves and lower your expenses.

However, simply because the prevalence of world smoking amongst youngsters has decreased dramatically for the reason that Nineties, alcohol too has misplaced its youthful ‘cool issue’. That is largely as a consequence of hard-hitting authorities adverts warning European youngsters in regards to the risks and embarrassments of binge consuming, and the robust hyperlink between alcohol and violence.

Gen Z, like all new generations, can also be searching for to outline themselves as what their dad and mom usually are not. And plenty of Gen Zs grew up with dad and mom that drank to extra.

Lastly, Gen Z embraces variety way over earlier youth cohorts. For my Technology (X) and older Millennials, there was an enormous quantity of peer strain to drink alcohol. In distinction, Gen Z is extra accepting and respectful of particular person variations and selections.

Massive alcohol firms are in a race towards time to evolve into ‘whole beverage’ gamers, quite than counting on alcohol income alone. Listed below are three sure-fire methods for them to focus on Gen Z:

Whereas low/no alcoholic beers are perfect for refreshment and summer time hydration, alcohol firms ought to have a look at creating non-alcoholic ‘spirits’, ‘cocktails’ and ‘wines’ to focus on different sober Gen Z events akin to stress-free evenings in, ‘excessive tempo’ nights out and mealtime accompaniments.

Gen Z has long-struggled with anxiousness on account of rising up with their smartphones. In contrast to earlier generations, Gen Z is consciously selecting to not use alcohol to calm their nerves, and this creates an area for purposeful non-alcoholic manufacturers.

Firms ought to spend money on elements that ship calm, whether or not that be adaptogens, as utilized by Bella Hadid’s Kin Euphorics ‘to handle stress’. Or Sentia, which claims to govern the GABA area of the mind to mimic that first drink of the evening however with out consuming any alcohol.

Lastly, alcohol firms want perspective. Gen Z might spend much less on alcohol however the overwhelming majority of them do nonetheless drink alcohol. As Gen Z’s buying energy will increase, firms can goal them with ‘high quality over amount’ messaging, and with thrilling innovation which triggers their FOMO, akin to a visible ‘wow issue’ (eg an alcoholic drink with glitter or altering color).

For extra ideas on Gen Z, Mintel shoppers can learn my five-part sequence on Gen Z and what they imply for foods and drinks. For non-clients, please go to the Mintel Retailer.