Gen Z, Millennials Shift From 'Barstools to Barbells'

New report finds younger generations are drinking less and working out more

Mar. 4, 2026 at 10:05am

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A new report from Bank of America Institute finds that Gen Z and Millennials are drinking less alcohol and spending more on fitness activities like gyms and workouts. The data shows a shift in spending habits, with younger consumers cutting back on alcohol purchases at liquor stores while increasing spending at bars, likely driven by a desire for social experiences without the drinking. This trend is also reflected in stronger growth in credit and debit card spending on fitness for Gen Z and Millennials compared to older generations.

Why it matters

This shift in consumer behavior among younger generations reflects broader changes in social norms and priorities, with health and wellness taking a more central role. As younger consumers navigate affordability challenges, the report suggests they are finding gyms and fitness activities to be a more cost-effective way to socialize compared to frequent bar visits. This trend could have significant implications for industries like alcohol, hospitality, and fitness as they adapt to these evolving preferences.

The details

The Bank of America Institute report analyzed credit and debit card spending data from 70 million consumer and small business accounts. It found that while holiday alcohol spending remains strong, the long-term trend shows more moderation in drinking rather than complete abstinence. Data from the U.S. Substance Abuse and Mental Health Services Administration also indicates a decline in binge drinking among 21-34 year olds, offsetting increases in older age groups. Additionally, alcohol spending as a share of household budgets is at near 40-year lows, not due to price changes but because consumption is falling, especially at home. Meanwhile, spending at bars is still rising, potentially driven by the availability of non-alcoholic options and a desire for social experiences without the drinking.

  • In the last 10 years, there has been an increase in binge drinking among those over age 50.
  • In the last 10 years, there has been a decline of almost 3.9 million people ages 21 to 34 who had stopped binge drinking.

The players

Ethan Jones Romero

A 27-year-old actor living in Brooklyn, New York who has scaled back his drinking to focus more on his health and workouts.

Bank of America Institute

An organization that published a report titled "Younger generations move from barstools to barbells" analyzing consumer spending data.

Joe Wadford

An economist at the Bank of America Institute.

Shikha Jain

A partner and head of consumer at Simon-Kucher, a commercial strategy consulting firm.

U.S. Substance Abuse and Mental Health Services Administration

A government agency that provided data on binge drinking trends.

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What they’re saying

“The way I feel after drinking isn't really worth how much fun I had.”

— Ethan Jones Romero, Actor

“Younger Americans are really driving this movement that we're calling 'The Great Moderation'.”

— Joe Wadford, Economist, Bank of America Institute

“I don't think this just a fad. I think this is a strong trend.”

— Shikha Jain, Partner and Head of Consumer, Simon-Kucher

The takeaway

This shift in consumer behavior among younger generations reflects a broader focus on health, wellness, and cost-effective social experiences. As Gen Z and Millennials prioritize fitness over frequent bar visits, industries like alcohol, hospitality, and fitness will need to adapt to these evolving preferences in order to remain relevant and competitive.