Study finds drinking is on the rise among Gen Z

 

 

A report by the British-based IWSR found that drinking is on the rise among Gen Z in major cities around the world, including Canada. Previous research on Gen Z drinking has portrayed them as abstainers. A Gallup survey conducted in August 2024 found that 65 percent of young Americans under the age of 35 believed that drinking was unhealthy. But a study conducted by IWSR in March turned that picture upside down.

The survey surveyed 1,374 Canadians. The sample was determined to be a nationally representative sample of adults of legal drinking age in Canada. The report found that the percentage of Gen Z adults of legal drinking age in Canada who reported drinking alcohol increased from 56 per cent in the spring of 2023 to 69 per cent in the spring of 2025.

The report found that one-third of Gen Z adults in Canada reported their last drink at a bar, restaurant or club. This is significantly higher than the average age group for alcohol consumers in Canada, where four in five adults drink alcohol, the report found.

The researchers say that rising incomes have played a key role in alcohol consumption. As more Gen Z LDA drinkers approach their mid-twenties, their incomes have increased. This is generally associated with increased alcohol purchases. The ISWR study points out that due to cost of living pressures, most consumers are focusing more on buying essentials and staying home rather than going out and drinking.