Focus On - No & Low Alcohol

49 MODERATION TRENDS 4 Although moderation is growing across every age group, it’s younger generations leading the way and their influence will only accelerate the trend. 1 Moderation looks different across ages: older drinkers reduce frequency and serve sizes, while younger generations drive the trend by turning to soft drinks, low-alcohol, and alcohol-free alternatives. 3 25 20 15 10 5 0 Drinking on fewer occasions Having smaller serve sizes Drinking with lower alcohol Drinking soft drinks Drinking non-alc beer/wine Drinkers % | Methods of moderation by age cohort 18-24 25-34 35-49 50-64 65-74 75+ % of drinkers trying to moderate alcohol consumption AGED 18-34 50 40 30 60 55 46 35 40.3 43.4 41.8 43.9 48.1 51 55.1 52.6 45.9 44.9 36.2 2019 2020 2021 2022 2023 Total Adults Gen Z Millennial Gen X Baby Boomer Older drinkers more likely to cut back on occasions and/or serves While younger moderators will look for alcohol substitutes 2018 2024 By 2028, this shift will mean 1 million more adults moderating compared to 2024, as younger generations make up a larger share of the population. 1 2028 Having fewer drinks when drinking