Key stat: Gen Z alcohol abstinence dropped by as much as 10 percentage points in Italy and 9 in the UK YoY, according to a December report from IWSR.

Beyond the chart:

• Health perceptions are still pushing young adults away from alcohol. Nearly 2 in 3 (65%) of 18- to 34-year-olds consider moderate drinking unhealthy, compared with 37% of those 35 to 54, according to Gallup.
• Meanwhile, the nonalcoholic beer category is still booming. Volume rose 9% last year even as overall beer consumption fell 1%, according to IWSR, suggesting that even as formal abstinence periods fade, moderation habits are sticking.

Use this chart: Drop this in your next beverage or CPG strategy review to show that Gen Z's sober-curious trend is reversing in key European markets. Use the 10-point drop in Italy and 9-point drop in the UK to benchmark whether your Gen Z positioning needs a refresh.

Related EMARKETER reports:

• Infopack: Alcohol 2026 (EMARKETER subscription required)
• Infopack: Restaurants 2025 (EMARKETER subscription required)

Methodology: Data is from a December 2025 IWSR press release. 26,000+ consumers in Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, South Africa, Spain, Taiwan, the UK, and the US were surveyed online during Autumn 2025.