Younger consumers are changing the way they drink, with health, fitness and personal well-being increasingly competing with alcohol for their attention.

Gen Z consumers are not necessarily giving up alcohol completely. However, evidence from businesses and consumers suggests many are drinking less and choosing alternatives such as mocktails or other non-alcoholic drinks.

Wellness changes drinking habits

Trend analyst and social forecaster Carmen Murray says younger people are placing greater importance on mental well-being, fitness and personal development.

She says growing conversations around mental health have made people more aware of how food, alcohol and other lifestyle choices affect their overall well-being.

Social media has also played a role. Fitness influencers, athletes and celebrities who promote exercise, healthy eating and moderation have helped make healthier lifestyles more visible to younger audiences.

Some young adults are also choosing activities such as gym, yoga, meditation and spa treatments instead of making alcohol the centre of their social lives.

Mocktails gain ground

Businesses are already seeing the shift.

A Johannesburg bar owner reported fewer younger customers drinking heavily, while a restaurateur said younger consumers are increasingly ordering from mocktail menus.

The restaurateur also noted a move towards premium alcohol, with some customers drinking smaller amounts but spending more on what they do order.

Drinks manufacturers have linked weaker alcohol sales since 2023 to several factors, including the rising cost of living, changing consumer habits and growing health concerns.

Brands face a new Gen Z market

Murray says alcohol now competes with a much wider range of experiences, products and lifestyle choices than it did before.

Younger consumers are increasingly looking for activities that offer a sense of participation, connection and personal value rather than simply buying a drink.

That shift could force beverage brands to change how they market themselves.

For businesses targeting Gen Z, simply appearing trendy may no longer be enough. Experiences, authenticity and well-being are becoming increasingly important parts of the buying decision.