Young Europeans Drink Less Alcohol as Health and Taste Drive Change

A recent market research report highlighted by Reuters reveals a significant decline in alcohol consumption among young Europeans, with 71% reporting they drink less than before. The trend is especially pronounced in the 25 to 35 age group, where 25% abstain from alcohol entirely. This shift is motivated by both taste and health considerations, as 55% of respondents find non-alcoholic drinks more refreshing, while 27% believe these options are healthier or taste better. The decreasing popularity of alcoholic beverages is reflected in declining alcohol sales across Europe, a pattern consistent over the past two decades. Experts suggest that while economic factors might play a role, the trend more likely signals a broader cultural shift among young adults towards wellness and alternative lifestyles. This development is particularly relevant for Sweden and other Western countries where similar consumption patterns are observed, marking a notable change in social behaviors related to alcohol.