Social Norms

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Gen Z consumers are driving a 22% surge in non-alcoholic beer sales while also showing an increase in alcohol consumption, highlighting a complex relationship with drinking.

Non-alcoholic beer sales surge 22% amid Gen Z's conflicted drinking

Non-alcoholic beer purchases surged by 22% from December 2023 to November 2024 compared to the same period a year earlier, yet the proportion of legal-aged Gen Zers consuming alcohol also increased by

Daniel Moretti·April 20, 2026