The main consumer choices and behaviours influencing alcohol consumption among legal-drinking-age adults have been uncovered in a new white paper. But what are they? db finds out.
According to the research, which was pulled together by Ipsos and IWSR and commissioned by AB InBev, drinking behaviours are evolving, but the category remains resilient. In fact, in some areas, it is showing itself to be extremely versatile and is moving to shape into something close to what consumers are seeking.
Ipsos global head of trends and foresight Jennifer Bender said: “Consumers’ preferences are evolving, but the alcohol category remains resilient and deeply embedded in social and cultural occasions. This research provides a clear view of the forces shaping future consumption and the opportunities emerging as consumer expectations continue to evolve.”
Gen Z engagement is increasing
According to the IWSR global database 2026 which is cited in the white paper, it can be seen that total alcohol consumption volume remains more than 30% above 2000 levels, even as global per-capita consumption has declined in recent years. Plus, the IWSR Bevtrac 2026 data referenced in the research also showed that, today, 76% legal-drinking-age adults drink alcohol, with Generation Z engagement increasing.
The empowerment of self-moderation and finding new experiences
The research also identifies the key trends shaping consumer behaviour: Primarily, moderation, where consumers are maintaining a focus on balance and quality – paying more attention to the alcohol content of what they are drinking and choosing options and occasions that align with their personal goals. Additionally, the experience economy – showing that social connection remains a leading reason consumers drink, with 35% citing social occasions as their main motivation.
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Premium affordability is here to stay
Drinks that tap into premium and affordability cues where consumers continue to prioritise products that deliver value. Also, IWSR data from its global database this year was cited in the report and outlined that “premium+ beverage alcohol volumes grew at a 5% CAGR between 2014 and 2024”.
Flavour and convenience – we are in the era of peak RTD
Other trends include more consumers seeking out new flavours and brands that offer convenience. This can be seen by the fact that innovation has driven more than half of beverage alcohol retail value growth over the past decade, while the IWSR findings revealed that 52% of consumers cite flavour as the leading reason for choosing ready-to-drink (RTD) beverages.
Trust and familiarity
Lastly, the attractiveness of drinks that amplify a sense of trust and familiarity are also being embraced. In fact, according to the research, in beverage alcohol, consumers are looking for trusted brands that offer credibility amid new product innovations and occasions. To back this notion up, the data revealed that 77% of global consumers say they are more likely to trust a new product from a brand they already know.
Highlighting the findings and what they reveal about what consumers want, IWSR managing director and president Marten Lodewijks said: “Despite recent challenges, the findings reinforce the resilience of the global beverage alcohol category. The research shows continued participation, with consumers increasingly seeking products and experiences that align with their evolving lifestyles.”
According to the analysts, taken together, the findings suggest that the alcohol category will be shaped by evolving preferences around “moderation, connection, and value”.
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