Millennials prefer to drink at home, and Gen Z is expected to share their preferences for in-home socialization.
The Millennial Generation, ages 24-37, are less likely to go out to socialize than previous generations, preferring to drink at home.
From dating through apps and online shopping to working from home, it seems Millennials prefer to do nearly everything from the comfort of their couch—and now socializing is best done from home for this generation, as well.
New research from Mintel reveals that almost three in ten (28%) Younger Millennials (aged 24-31) drink at home because they believe ‘it takes too much effort to go out.’
But while going out is proving to be too much effort for young Americans, the country’s older consumers are willing to make the time as just 15% of Baby Boomers (aged 54-72) agree it takes too much effort to drink away from home.
Overall, more than half (55%) of American consumers prefer drinking at home. In fact, it seems the at-home drinking trend is catching on as on-premise alcohol drinkers are more likely to say they are drinking alcoholic beverages away from home less often (18%) in 2018 than they did a year ago, than to say they are drinking away from home more often (15%), with Younger Millennials most likely to agree (29% drinking away from home less vs 17% more). In addition to being perceived as more relaxing (74%), cheaper (69%) and personal (35%), nearly two in five (38%) in-home drinkers are choosing to drink at home in order to better control their alcohol intake.
“While Americans enjoy going out for a drink now and then, our research shows that the majority of consumers say they prefer drinking at home. Today, Millennials are currently leading the way when it comes to socializing in the home, but the preference for at-home drinking will likely be even greater among the up-and-coming iGeneration (Gen Z), who are generally regarded as more frugal and pragmatic than Millennials. Bars and restaurants must work harder than ever to provide customers with a unique drinking experience. For example, an ‘Instagramable’ pop culture pop-up bar offers an experience that can’t be replicated from consumers’ living rooms,” said Caleb Bryant, senior foodservice analyst at Mintel.