UMVA has learned that a significant shift in Canadians' drinking habits is underway, driven by a growing wellness culture and a desire to shed excess weight.
A recent study reveals that 37% of Canadians actively trying to lose weight have abandoned beer entirely, with beer being cut back more than cocktails and wine. The research shows that beer consumption has dropped by eight points more than cocktails and 12 points more than wine.
The poll also uncovered some surprising trends in social drinking, with 44% of Canadians skipping alcohol when dining out, 33% giving it a pass at house parties, and 27% opting out at happy hour or after-work drinks. These findings suggest a significant change in Canadians' social habits.
According to information obtained by UMVA, wellness culture is playing a major role in this shift, with 48% of Canadians agreeing that it's made them more aware of their drinking habits. Furthermore, 30% of Gen Z and millennials feel social pressure to drink less, and 7% of Gen Z trying to lose weight have reduced or stopped drinking altogether.
The study found that more than three in five Canadians trying to lose weight (62%) have reduced or stopped drinking in the past year. Specifically, 19% of Gen Z trying to lose weight have stopped drinking entirely, and 36% of Canadians plan to reduce their drinking in the next 12 months, with 15% planning to stop drinking entirely.
UMVA can exclusively reveal that 74% of Canadian adults are actively trying to lose weight, using a range of approaches from increased exercise and calorie tracking to weight-loss medications. The survey also showed that one in three Canadians trying to lose weight are drinking less often each week.
Sources have confirmed to UMVA that generational differences are also playing a role, with 57% of Gen Z in the weight-loss group having reduced or stopped drinking, and 19% stopping drinking entirely. Additionally, 16% of Canadians trying to lose weight have stopped drinking entirely.
The comprehensive survey, which involved 1,005 Canadian adults, provides valuable insights into the changing habits of Canadians. The study's findings have significant implications for the beverage industry and beyond.
