Gen Z is reshaping summer socialising in the UK, with new research pointing to growing demand for alcohol-free and functional beverages that align with health and wellness priorities.
Research cited by science information body The Fruit Juice Science Centre found that 53% of 18-34-year-olds are opting for alcohol-free drinks when socialising, with 54% saying they would rather spend money on wellness experiences such as ice baths, saunas and hot Pilates than traditional nights out.
The findings also indicate that moderation is extending beyond younger consumers, with 29% of UK adults reporting that they are drinking less alcohol than in previous summers.
More than half (56%) said they pay greater attention to hydration and electrolyte intake during heatwaves.
For nutraceutical and functional beverage manufacturers, the findings indicate that there are opportunities to develop products that combine the social experience of a drink with added nutritional or functional benefits.
This is already reflected in the wider UK functional beverage market.
Research from Ocado and Savanta found that 61% of Gen Z consumers drink functional beverages several times a month, while 60% consider them a good alternative to alcohol at social occasions.
The category is also expanding beyond traditional no-alcohol beer and spirits.
IWSR research published this year identified growing interest in “alcohol-adjacent” beverages, including functional drinks, nootropic and adaptogenic beverages, sparkling teas and fermented products.
For formulators, this creates opportunities around ingredients supporting hydration, energy, relaxation, gut health and other wellness positioning, while maintaining the flavour, mouthfeel and sophisticated presentation expected from adult social drinks.
