Introduction to Alcohol Consumption in Germany
Fewer people in Germany are drinking alcohol, although the number has fallen significantly over the last decade – although alcohol drinkers are still clearly in the majority. According to data released by pollster YouGov, 68% of consumers reported drinking alcohol in 2024, compared to 78% in 2015.
Decline in Alcohol Consumption Among Younger Generations
Younger respondents in particular drink less often. Of Generation Z, the generation born in 1997 or later, 61% reported drinking alcohol. For Millennials born between 1981 and 1996, the figure is 71%. This decline in alcohol consumption among younger generations suggests a shift in attitudes towards drinking.
Reasons for Reduced Alcohol Consumption
“Alcohol is increasingly losing its everyday role,” said an expert. Health concerns were cited by 38% of people who have reduced their alcohol consumption in the last five years. Campaigns such as “Dry January” have reinforced the trend, as people are becoming more conscious about abstaining from alcohol, which is leading to consumers buying alcoholic drinks less often and in smaller quantities.
Impact on Sales
More and more people are now using the first month of the year to completely avoid alcohol. While January has long been a weak sales month for beer, wine and spirits, data shows a steady decline since 2022. At the beginning of 2021, 60.7 million people in Germany bought alcoholic drinks. The following year the number fell to 57.7 million and most recently to 51.2 million.
Survey Details
The survey only included people aged 18 and over. In Germany, however, the purchase and consumption of beer and wine is already legally permitted for people aged 16 and over. This suggests that the actual decline in alcohol consumption may be even more significant than the survey results indicate.
Changing Attitudes Towards Alcohol
The decline in alcohol consumption in Germany reflects a broader shift in attitudes towards drinking. As people become more health-conscious and aware of the risks associated with excessive drinking, they are choosing to drink less or abstain from alcohol altogether. This trend is likely to continue, with significant implications for the alcohol industry and public health policies.
