Reference
·Primary source
Thai Gen Z 18-24 Alcohol Abstainer Rate
~38% in 2024 (vs 23% in 2019)
The 2024 National Statistical Office Survey of Alcohol and Tobacco Smoking Behaviour estimates the Thai Gen Z 18 to 24 abstainer rate at roughly 38 percent in 2024, up from 23 percent in 2019. The driver mix runs across health awareness (40 percent of NCD report respondents in this cohort cite diabetes-overweight risk as primary), social-media wellness culture, religious abstention and sober-curious lifestyle framing imported via TikTok and Instagram. The Millennial 25 to 39 abstainer rate is lower at 26 percent but trending up at 1.5 to 2 percentage points per year. This demographic step is the binding demand catalyst for alcohol-free beer, non-alcoholic spirits and ready-to-drink mocktail SKUs across modern trade and HoReCa.
Figure in context
The 2024 National Statistical Office Survey of Alcohol and Tobacco Smoking Behaviour estimates the Thai Gen Z 18 to 24 abstainer rate at roughly 38 percent in 2024, up from 23 percent in 2019. The driver mix runs across health awareness (40 percent of NCD report respondents in this cohort cite diabetes-overweight risk as primary), social-media wellness culture, religious abstention and sober-curious lifestyle framing imported via TikTok and Instagram. The Millennial 25 to 39 abstainer rate is lower at 26 percent but trending up at 1.5 to 2 percentage points per year. This demographic step is the binding demand catalyst for alcohol-free beer, non-alcoholic spirits and ready-to-drink mocktail SKUs across modern trade and HoReCa.
The 2024 National Statistical Office Survey of Alcohol and Tobacco Smoking Behaviour estimates the Thai Gen Z 18 to 24 abstainer rate at roughly 38 percent in 2024, up from 23 percent in 2019. The driver mix runs across health awareness (40 percent of NCD report respondents in this cohort cite diabetes-overweight risk as primary), social-media wellness culture, religious abstention and sober-curious lifestyle framing imported via TikTok and Instagram. The Millennial 25 to 39 abstainer rate is lower at 26 percent but trending up at 1.5 to 2 percentage points per year. This demographic step is the binding demand catalyst for alcohol-free beer, non-alcoholic spirits and ready-to-drink mocktail SKUs across modern trade and HoReCa.
Time scope
FY2024 vs FY2019 baseline
Source basis
Primary source
Interpretation notes
What this tells you
The 2024 National Statistical Office Survey of Alcohol and Tobacco Smoking Behaviour estimates the Thai Gen Z 18 to 24 abstainer rate at roughly 38 percent in 2024, up from 23 percent in 2019. The driver mix runs across health awareness (40 percent of NCD report respondents in this cohort cite diabetes-overweight risk as primary), social-media wellness culture, religious abstention and sober-curious lifestyle framing imported via TikTok and Instagram. The Millennial 25 to 39 abstainer rate is lower at 26 percent but trending up at 1.5 to 2 percentage points per year. This demographic step is the binding demand catalyst for alcohol-free beer, non-alcoholic spirits and ready-to-drink mocktail SKUs across modern trade and HoReCa.
What not to do with it
Use the linked report for interpretation and keep basis differences explicit.
Related figures
Adjacent numbers that add context without drowning the value.
Thailand Non-Alcoholic and Functional Beverage Market Size
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Thailand Alcohol-Free Beer Shelf Share Target
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Thailand Functional Beverage Compound Annual Growth Rate
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Thailand Sugar-Sweetened Beverage Tier 5 Excise (Effective April 2027)
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Thai Diabetes and Adult-Overweight Public-Health Driver
Ministry of Public Health Non-Communicable Disease Annual Report 2024, Thaincd.com Department of Disease Control
Report context
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Profiles covered in the report that cite this number.