New data from the IWSR has found that monthlong abstinence is becoming less popular among Gen Z drinkers in multiple parts of the world. 

The number of Gen Z drinkers in the UK who reported abstaining from alcohol for a month or longer dropped from 33% in autumn 2024 to 24% in 2025. 

Declines are also being seen in periods like Dry January and Sober October, which have traditionally been popular among a younger generation. 

The IWSR found that the only market that showed a significant increase in monthlong abstinence among Gen Z drinkers was Mexico, which moved from a 31% uptake in autumn 2024 to a 35% uptake in autumn 2025. 

Across all fifteen markets surveyed combined, participation fell from 30% to 28% in this same period. 

The new data comes at the same time as the Gen Z drinking rate stabilises, having gradually increased to meet the same rate as the general population. 

In autumn 2025, 74% of Gen Z respondents reported drinking in the last six months, up slightly from 73% in spring 2025 and up significantly from spring 2023 when the figure stood at 66%. 

In contrast to increased drinking among Gen Z, Millennials have reported drinking less in the last six months. In autumn 2025, 81% of Millennials reported drinking, down from 83% in spring 2025. 

This is the lowest rate of participation in beverage alcohol among Millennials ever recorded by Bevtrac.  

IWSR president and MD Marten Lodewijks said: “Temporary abstinence appears to be less central to moderation strategies than it once was. This is especially the case among Gen Z LDA+ drinkers, who have always been its most enthusiastic adopters. 

“Moderation is still an important trend across the entire beverage alcohol industry, but performative abstinence periods are less of the driving force they once were. Instead, consumers moderate by drinking less often and, when they do drink, they tend to drink less. This is partly driven by shifting attitudes and social trends, but it’s clear that declining disposable income is also a key factor.”