Around one in five Gen Xers are now teetotal, according to a new study.
The survey, conducted by Censuswide research agency in collaboration with alcohol-free wine brand Eisberg, found Gen X has a growing interest in mindful drinking, with around one third (36%) of respondents regarding themselves as ‘sober curious’.
Of the 2,000 adults surveyed from across the UK between August 11 and August 14 2023, one in five (21%) of Gen Xers described themselves as teetotal, while 31% said they are drinking less compared to the same time period in 2022.
In terms of alcohol alternatives, half of Gen X people (defined by researchers as age 43-58) reported having tried alcohol-free versions of traditionally alcoholic drinks. A further 28% said alcohol-free drinks have become ‘more appealing’ over the past year.
Dan Harwood, Eisberg’s key account manager for UK and Ireland, said many Gen X drinkers are now “prioritising their health and wellbeing”, which may partially account for the growing number of people looking to reduce their alcohol consumption.
“These figures show there’s a clear shift away from the boozy Brit stereotype,” said Harwood, who also signalled an increasing interest in low/no drinks.