Despite popular belief that it is the younger generation that are drinking too much, researchers have said as many as one in five (18%) over 65 year-olds drink at home on a daily basis, compared with just one in 10 of 18-to-24 year-olds. By contrast, just 8% of 45-to-54 year-olds are likely to drink alcohol at home daily.
The public perception that irresponsible drinking lay with the younger population was false, claimed Jonny Forsyth, global drinks analyst at Mintel.
“The current generation of younger drinkers are one of the most sensible generations we have seen, and their attitude to alcohol – and indeed all drugs – is far more conservative than their baby boomer parents.”
Middle-aged consumers were the most malleable to health messages, which could explain why they were least likely to drink excessively, he added.
The older generation were, however, more likely to be set in their ways and least open to health advice. “They were brought up to think that drinking everyday in moderation was ok, and many have maintained this behaviour, especially as they retire and have more leisure time on their hands.”
The most popular drinks drunk by Brits in the home included wine (68%), lager (50%) and cider (41%).