Moderation in alcohol consumption, driven by both health and economic concerns, continues to shape global drinking habits, though patterns vary by region and age group. Research from IWSR reveals that consumer spending on alcohol is declining across most of the top 15 global markets. A key indicator is a 20% drop in per capita pure alcohol consumption since 2000, as more consumers shift towards lower-ABV drinks, such as ready-to-drink options and no/low-alcohol products.
Younger consumers are particularly engaged in moderating their intake. In IWSR’s 2024 No/Low Alcohol Strategic Study, 75% of Gen Z and 74% of Millennials said they had moderated their drinking in the past six months, compared to 66% of Gen X and 55% of Boomers. Temporary abstinence, such as taking part in Dry January, is on the rise globally, with 41% of consumers reporting a period of abstention in the past six months, up from 39% a year earlier. This trend is especially strong among younger drinkers.
In the UK, moderation tends to take the form of ‘mindful’ drinking, a consistent effort to reduce alcohol intake, setting it apart from more ‘situational’ approaches seen in places like Brazil and France. The UK also has a high number of consumers engaging in alcohol-free challenges, alongside Germany and the US. These patterns suggest British consumers are more deliberate and sustained in their moderation habits.
The proportion of light drinkers has grown across most major markets, rising from 33% in April 2023 to 37% by March 2025. Gen X remains the heaviest-drinking cohort overall, but even here, light drinking is on the rise while heavy drinking is decreasing. However, moderation is not uniformly applied: while Gen Z showed increased alcohol consumption compared to the lows of April 2023, their preferred method of moderation now seems to be abstaining for set periods rather than a consistent reduction.
Overall, the moderation trend is becoming more embedded and varied, with long-term abstainers and ‘mindful’ drinkers more likely to continue reducing their intake, while ‘situational’ and ‘occasional’ moderators may return to drinking more regularly. In all markets surveyed, except India, reducing alcohol consumption remains a key priority, and the data suggests the moderation trend is here to stay, particularly in countries like the UK where attitudes towards mindful drinking are well-established.
