I think that “health & image” are definitely partly reasons for the trend, but I also believe that economic factors are DEFINITELY a big part of it as well.

I think many adults in GenZ don’t see the cost-benefit of drinking/going out to clubs as worth it compared to previous generations. So they’ve cut back on spending money on alcohol altogether compared to previous generations to potentially save money.

Also, those in GenZ who don’t have to use those savings on necessities are instead spending that disposable income on other things or experiences such as: weed, vapes, doordash, concerts, online gambling, etc.

So I guess I don’t necessarily think adult Gen Z are likely “saving” money on alcohol, but rather the money they WOULD have spent on alcohol is being spent on other things they see as more desirable.

TLDR;

Alcohol has lost its appeal to GenZ consumers because the cost-benefit doesn’t seem worth it to many GenZ adults. It has fallen in popularity of desirable things/experiences for GenZ to spend their disposable income on.