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65% of Gen Z consumers plan to drink less in 2025, and 39% plan to adopt a fully alcohol-free lifestyle. That is not just a Dry January phase. It is a permanent mindset shift.
Younger generations are rethinking their relationship with alcohol. Health and mental wellness are the main drivers. Nearly three-quarters of Gen Z choose beverages for functional benefits like gut health, energy, or mood rather than for intoxication. They want drinks that do something for them. At the same time, 82% of Gen Z say ingredients that help relaxation or boost mood are essential or nice to have in the products they buy.
Functional and "alcohol adjacent" drinks are filling the gap. Millennials and Gen Z make up more than 75% of the alcohol adjacent consumer base. In the U.S., 33% of no-alcohol drinkers now choose CBD and functional beverages. These are not just alcohol substitutes. They are chosen for specific effects like calm, focus, or uplift. The global no-alcohol volume is forecast to grow 36% by 2029. Functional soft drink purchases surged 108.8% in 2024 alone.
65% of Gen Z plan to drink less in 2025. 39% plan to stay alcohol-free all year.
82% of Gen Z and 84% of Millennials say mood- or relaxation-boosting ingredients are essential or nice to have in food and drink.
36% of Gen Z have never consumed any alcohol at all. Health concerns are the top reason.
33% of U.S. no-alcohol drinkers now choose CBD, nootropic, or adaptogen beverages for functional effects like relaxation or focus.
Functional soft drink purchases surged 108.8% across U.S. retail channels in 2024, outpacing all other functional beverage categories.
Every report is human‑checked and delivered in one business day. You get the latest numbers, not last quarter’s.
Want to read a sample report? Click here.
Current data sources include Circana 2025, IWSR 2025-2026, GlobalData 2025, NCSolutions 2025, Nuritas 2026, and Keurig Dr Pepper's State of Beverages 2025 report.
65% of Gen Z consumers plan to drink less in 2025, and 39% plan to adopt a fully alcohol-free lifestyle. That is not just a Dry January phase. It is a permanent mindset shift.
Younger generations are rethinking their relationship with alcohol. Health and mental wellness are the main drivers. Nearly three-quarters of Gen Z choose beverages for functional benefits like gut health, energy, or mood rather than for intoxication. They want drinks that do something for them. At the same time, 82% of Gen Z say ingredients that help relaxation or boost mood are essential or nice to have in the products they buy.
Functional and "alcohol adjacent" drinks are filling the gap. Millennials and Gen Z make up more than 75% of the alcohol adjacent consumer base. In the U.S., 33% of no-alcohol drinkers now choose CBD and functional beverages. These are not just alcohol substitutes. They are chosen for specific effects like calm, focus, or uplift. The global no-alcohol volume is forecast to grow 36% by 2029. Functional soft drink purchases surged 108.8% in 2024 alone.
65% of Gen Z plan to drink less in 2025. 39% plan to stay alcohol-free all year.
82% of Gen Z and 84% of Millennials say mood- or relaxation-boosting ingredients are essential or nice to have in food and drink.
36% of Gen Z have never consumed any alcohol at all. Health concerns are the top reason.
33% of U.S. no-alcohol drinkers now choose CBD, nootropic, or adaptogen beverages for functional effects like relaxation or focus.
Functional soft drink purchases surged 108.8% across U.S. retail channels in 2024, outpacing all other functional beverage categories.
Every report is human‑checked and delivered in one business day. You get the latest numbers, not last quarter’s.
Want to read a sample report? Click here.
Current data sources include Circana 2025, IWSR 2025-2026, GlobalData 2025, NCSolutions 2025, Nuritas 2026, and Keurig Dr Pepper's State of Beverages 2025 report.