Young Colombians are drinking less alcohol: why is this decision happening?

Alcohol consumption

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In recent years, young people's drinking habits have shifted. The trend among 18- to 25-year-olds has been declining, driven by self-care and well-being concerns, representing a generational shift away from more intensive drinking habits among older adults.

This is highlighted by a study conducted by Ipsos Colombia, which analyzes the increasing alcohol consumption among younger generations and how this has impacted purchasing and consumption patterns.

To conduct the survey, the report's authors surveyed 358 people in different regions of the country to measure their drinking frequency.

The study revealed that participants recorded an average of one drinking occasion per week, compared to two for those over 26. Furthermore, they consumed fewer units of alcohol per event (3 vs. 4 to 4.5 for adults).

This trend may be responding to a more self-conscious consumer, who values their academic and professional productivity, and who is also aware of the impact of their image in digital environments. This creates a more rational and less impulsive market, which requires a rethinking of strategies in the liquor industry.

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The Ipsos research also showed that this phenomenon is not exclusive to Colombia, but is spreading across much of the continent.

According to the World Health Organization (WHO), harmful alcohol use in the Americas has fallen by 18% between 2010 and 2019, especially among young adults. In Western markets such as the United States and Europe, various reports point to the consolidation of a generation seeking to balance leisure time with responsibility.

However, there is also a segment that goes against the grain. The report shows that although the majority of young people are reducing their consumption, 30% report an increase, a figure double the general average (15%).

The above is primarily associated with the social environment and groups of friends. In that sense, this finding shows that socialization remains a determining factor. For the industry, it means that there is still a niche for active consumption, although it is increasingly influenced by the immediate context rather than by traditional patterns.

"Ipsos identified that alcohol is no longer perceived as indispensable for socializing, but rather as a complement to collective or personal experiences. The challenge for the industry is to connect with these moments through innovation, not through the pressure of consumption," explained Santiago Murcia, Account Director of Ipsos UU in Colombia.