The survey of more than 32,000 people in the 15 largest alcohol markets found that drinkers consumed 3.9 drinks on each occasion, up from 4.4 drinks in 2024 and 2025.
“The trend toward moderation increasingly appears to be driven by lifestyle choices, resulting in structural rather than cyclical change,” Lodewijks said.
While the declines were partly due to continued economic uncertainty, alcohol consumption failed to keep pace in regions where incomes are rising, in a further sign that the industry’s problems are structural.
The survey found that boomers drank the fewest drinks on the fewest occasions, just 2.6 drinks.
Lodewijks said it was typical for consumers to drink less in their 60s and 70s, but the results showed larger-than-expected declines in all metrics.
“If this trend continues, it may actually be the Boomers, and not Generation Z, who deserve the title ‘generation of moderation,'” he added.
While rates are falling globally, in some emerging markets alcohol consumption is increasing.
In India, the participation rate among high-income earners in urban populations was 77 percent, substantially up from 67 percent three years ago. In China, the rate among drinkers in the same group was 89 percent, up from 86 percent three years ago.
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