Millenial drinking trends
- There has been a 15% decrease in the amount of times millenials drink on a weekly basis, according to Nielsen CGA OPUS (On premise user survey)
- Over half – 54%- of US consumers made a conscious decision to abstain from alcohol at some point during the last year
- Half of respondents cited health as the main reason for avoiding alcohol
- Dry January was particularly popular, with a fifth of consumers taking part in the month long challenge
- Of that fraction, 83% said they would be participating in Dry January 2020, in addition to potential newcomers to the challenge
- Abstainers typically fall into two categories:those who choose low or no alcohol alternatives and those who choose soda, soft drinks and water
- Compared to the soft drinkers, no or low drinkers bring more value since they visit the on-premise more frequently (40% visit once a week) and typically spend $23 more a month than soft drinkers do
- It should be noted that no and low alcoholic beer is actually the 5th fastest growing beer type in the United States and is worth $77 million at a total US level within On Premise channels.
- Source: Nielsen CGA OPUS