The no/low alcohol category is forecast to grow at a volume CAGR of 6% between 2023 and 2027, and that movement is really being driven by the younger (drinking age) generations. Some interesting data to back that up was sent our way via Moonpig, which bills itself as the “leading online greeting card experts.” Not the typical CBB source, but Moonpig conducted an interesting survey to uncover the changing attitudes towards modern friendships and how they celebrate those closest to them.
The survey, which polled over 2,000 people, found that younger people are significantly more likely to socialize in a setting that does not involve alcohol multiple times a week. Over one in five (22%) Gen-Z’s admitted to socializing with friends multiple times a week without alcohol.
These findings are in stark contrast to the one in eight people aged over 65 (12%) who never socialize with their friends without alcohol in comparison to only one in 50 (2%) of 25 to 34-year-olds. I can also tell you that 100% of the 40-year-olds typing this post are in this category.
The survey also found that men are twice as likely than women to socialize with friends in an alcohol-free setting multiple times a fortnight, with 11% and 5% respectively.
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