What to Expect From Young Consumers in the Summer Months
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Welcome to Morning Consult’s A to Gen Z. In this biweekly letter, we put the headlines you’re reading about Gen Alpha, Gen Z and millennials into context with our high frequency survey data to help you better understand exactly how and why they’re spending their time — and their dollars.
It’s only mid-February, but I’m already thinking about spring break. To honor my need for a sun-soaked vacation, today we’re taking a look at young consumers’ engagement (or lack thereof) with several key features of any rowdy holiday: boozing, cruising and, of course, shopping.
🚫🍺 The beer industry has a Gen Z problem 🚫🍺
With patio season on the horizon, breweries have a lot of preparation to do. And while beer is the most preferred alcoholic beverage among adults in general, it's still struggling to gain a foothold with Gen Z.
The youngest generation of drinkers is 20 points less likely than millennials to say they consume beer at least once a month — notable as its price point and approachability have historically made beer a more popular option than wine or spirits with young consumers.
Though drinking is falling out of favor across all age groups, Gen Zers aren’t totally sober.
The cohort drinks cocktails regularly and is more likely than all of their generational counterparts to drink wine at least once a month. Plus, hard seltzer is likely taking the place of beer for some occasions — more than one-quarter of Gen Zers say they drink them at least once a month and 13% do so at least once weekly.
▶️ Download the full report on Americans’ evolving drinking habits here.
🚢📈 Millennials are cruise fanatics 🚢📈
In contrast to alcohol, consumer interest in and affinity for cruise liners is surging, with young people, especially millennials, leading the way.
The 3-month rolling average of U.S. adults’ cruise line net favorability (the share of those with positive views of major cruise lines minus the share with negative views) has increased more than 10 points since the end of 2021. Over this period, millennials consistently held the most positive views.
Millennials and Gen Z adults who have used popular cruise lines also overindex compared to the general population by 9 and 8 points, respectively, contrasting with the stereotype that cruises only attract baby boomers and retirees.
Collectively, this data shows that ocean liners are successfully capturing the younger demographic post-pandemic. Other industries looking to do the same should take note.
▶️ To learn more about the data that powers this research, reach out to your Morning Consult contact or email [email protected].
🛍️👀Gen Zers are least loyal to apparel brands 🛍️👀
No vacation is complete without a cute outfit — and for Gen Zers, securing one often means shopping at many different stores.
According to our latest State of Apparel Report, roughly half (47%) of Gen Z adults said they make an effort to try new apparel brands, the highest share of any generation by a double-digit margin.
That said, there are major rewards to be enjoyed if a brand can lock down loyalty from this fickle group: Their average monthly spending on apparel exceeds all other generations, and their youthful life stage means they’re more trend-focused than older consumers.
▶️ To check out more retail industry trends, head here.
What Else We’re Reading
- Gen Z more pro-marriage than millennials and have less casual sex (The Times)
- TikTok Most Frequent Users’ Favorite Brands (Morning Consult)
- As Millennials Enter Middle Age, Their Shopping Habits Are Worth Revisiting (Morning Consult)
Upcoming
Feb 19 — Report: The Forces Shaping Gen Z in 2025. This report aims to answer the question: How is Gen Z really doing? In it, we explore everything from the generation’s friendships and sense of community to their physical, mental and financial health. Once published, the report will live here.
Feb 24 — Analysis: Should Sports Get Political? My latest memo looks at Americans’ appetite for sports properties involving themselves in political and cultural conservations. To receive it directly in your inbox, sign up for Sports alerts.
Ellyn Briggs is a brands analyst on the Industry Intelligence team, where she conducts research, authors analyst notes and advises brand and marketing leaders on how to apply insights to make better business decisions. Prior to joining Morning Consult, Ellyn worked as a market researcher and brand strategist in both agency and in-house settings. She graduated from American University with a bachelor’s degree in finance. For speaking opportunities and booking requests, please email [email protected].