Something’s brewing in Europe — and it’s not beer. A new report from research firm Circana shows that more and more young people are turning away from alcohol, not just because of the cost, but also because of taste and health concerns.
According to the study, 71% of Europeans are buying or drinking less alcohol, with nearly one in four people aged 25–35 having given it up completely. Many say that non-alcoholic drinks simply taste better and are more refreshing, while others point to the growing focus on wellness and mental clarity.
In fact, non-alcoholic beverages now account for almost 60% of Europe’s €166 billion drinks market and are growing quickly, while alcohol sales are shrinking. Beverage companies are taking notice — some view this as a passing trend, while others claim it signals a genuine generational shift towards mindful living.
💡 What this means for you:
Opting to skip or cut back on alcohol isn’t just about avoiding hangovers. It’s part of a wider movement towards intentional living — nourishing your body and mind with things that make you feel good. Whether it’s sparkling water, mocktails or kombucha, the message is clear: staying sharp and healthy is the new buzz.
