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Gen Z loves zebra striping

The latest trend in alcohol consumption after Dry January

Gen Z loves zebra striping The latest trend in alcohol consumption after Dry January

It is said that Gen Z is the most teetotal generation ever: in 2023, a Gallup report showed that the age group between 35 and 54 is more likely to drink alcohol (70%) compared to Gen Z (60%) and Boomers (52%). Recently, a new trend regarding alcohol consumption has emerged: it is called zebra striping, a practice where alcoholic beverages are alternated with alcohol-free or low-alcohol drinks during the same occasion. This method helps moderate alcohol consumption, especially during long evenings, without completely giving up drinking. The trend first spread in the United Kingdom, but it seems it could also take root in Italy in the future, as the 2024 Consumer Pulse Report by CGA already highlights a reduction in alcohol consumption in Italy as well. The benefits of this new way of drinking seem numerous: by reducing the amount of alcohol ingested, it helps ensure better hydration and reduces the risk of hangovers. Additionally, it cuts down on the “empty” calories (as those in alcoholic drinks are often referred to) consumed.

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The reasons behind the spread of zebra striping are primarily linked to physical well-being. In a relaxed context such as going out with friends, whether at a pub or a club, it seems unusual that the first thought is about health. However, this fits into a trend Gen Z is already familiar with, marked by various obsessions, from healthy eating to physical activity, and even skincare. Furthermore, the perception of alcohol has changed. For previous generations, it was seen as a rite of passage to adulthood and a social glue, but it no longer holds the same appeal. Younger generations face a landscape filled with financial and social challenges, bringing an economic factor into play. Reducing alcohol consumption would lead to lower expenses, providing a financial advantage, which is a constant concern for Gen Z, who often juggle part-time or full-time jobs alongside their main work.

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A British multinational in the alcoholic beverage sector, Diageo, in its report “Distilled 2025” lists zebra striping among the major trends of 2025. Another beverage company, Kam, analyzing the behavior of under-24s, highlights how they adopt a more sober lifestyle compared to other consumers. Eight out of ten Gen Z interviewees stated that they combine alcoholic and non-alcoholic drinks during the same evening. The same cannot be said for the older segment of the population: only 25% of them claim to practice this habit. Alcohol abuse raised concerns during the 2020 lockdown, as reported by the WHO. In response to this phenomenon, initiatives of an opposite nature emerged among Gen Z after the pandemic. Their approach to alcohol has proven more cautious due to the feelings of vulnerability, anxiety, and loss of control it causes. On social media, what begins as a challenge often turns into an opportunity to increase awareness of the risks associated with alcohol: take Dry January, for instance, a trend where users commit to staying sober for an entire month.

Dry January, like zebra striping, also originated in the United Kingdom. It’s no coincidence that such trends emerge from one of Europe’s most alcohol-consuming countries. Perhaps in response to that, it’s not surprising that moderation from excess has become a crucial point for Gen Z. It was this very generation that, some time ago, started the trend of mocktails (a “fake” cocktail), prompting companies to develop quality alcohol-free options like the Nogroni, a non-alcoholic version of the Negroni. Zebra striping, therefore, can be seen almost as a natural continuation of these trends. Even La Repubblica reports data from IWSR, which shows that the low-alcohol and non-alcoholic market is growing. Predictions suggest that the non-alcoholic market will grow by over $4 billion by 2028. The question remains whether zebra striping will make its way into Italy in 2025, driven, as usual, by TikTok and the new traffic laws imposing stricter drink-and-drive rules.