As the festive season approaches, new research reveals a major shift in how young adults plan to navigate the most indulgent time of the year – with many swapping late-night excess for drinks with health benefits and wellness-first habits.

A new survey shows that Gen Z are increasingly prioritising their health over festive partying. More than half (52 %) of those aged between 18 and 24 say they plan to drink less alcohol than usual over the holidays specifically to stay healthier, compared to less than a third (30%) of baby boomers, signalling a shift from previous generations’ behaviour.

Instead of opting for festive tipples, younger generations are turning to functional and non-alcoholic drinks (55 %), favouring options enriched with the vitamins and minerals their body needs to stay hydrated (66 %).

Younger adults are also embracing new health-focused habits in the run-up to Christmas. Half of Gen Z are more likely to try new wellness trends during the festive build-up, from the 12-3-30 treadmill workout to structured challenges like 75 Hard.

But despite their best intentions, many admit the season still takes a toll. Over half of 18–24-year-olds (53 %) struggle to maintain a healthy lifestyle during December, citing rich food, social plans, and disrupted routines.

Despite drinking less overall, the reality of December socials still hits hard as 42 % of 18-24-year-olds expect to take at least one day off work due to a hangover.

For those looking to balance out the indulgence during the festive period, leading nutritionist Dr Carrie Ruxton shares three healthy swaps.

• Non-alcoholic drinks with a functional twist: “If you want to switch out a glass of fizz for something alcohol-free, try mixing orange juice with sparkling water and fresh herbs, such as Rosemary sprigs or Mint leaves. Rich in essential nutrients like vitamin C, folate and potassium, which support energy and immune function — 100 % orange juice is perfect for keeping up with busy festive schedules.”
• Smarter post-workout recovery: “During the winter months, post-workout recovery should include both hydration and nutrition. A combination of fast-digesting carbs (like a banana or honey) and protein (such as a protein shake or a small meal) is ideal for replenishing glycogen stores and promoting muscle recovery. Adding a pinch of salt to your post-workout meal can help with electrolyte balance.”
• Gentle hangover-morning nourishment: “While there’s no miracle hangover cure, focus on food and drinks that help to replenish the body. A balanced breakfast with wholegrains and fruit are simple ways to ease back into the day.”

The prospect of a family Christmas is proving to be far from joyous for Britain’s young consumers, as the latest research from Mintel finds almost six in ten (58 %) 16-24-year-olds say spending time with their family over the festive period is stressful — considerably higher than the national average of 42 %. Stress declines rapidly with age as just 18 % of consumers aged 65 and over anticipate family time this Christmas will be stressful.

Meanwhile, the nation’s children are set to be winners this Christmas, as almost a quarter (23 %) of parents plan to spend more on toys/games this year, compared to (18 %) in 2023.

Mintel sales predictions

Mintel forecasts retail sales by value in November and December (both for in-store and online on food and non-food) to hit £ 95.4 billion. This represents an increase of 1.4 % compared to last November and December when sales reached £ 94.1 billion. Retailers face tougher comparative figures this year compared to 2023, when inflation was higher. However, we expect slightly stronger volume growth, with total sales by volume estimated to grow 1.6 % compared to a -2.0 % decline in 2023, helped by stronger spending intention from select consumer groups (particularly high earners) for the festive period.

Nick Carroll, Category Director of Mintel Retail Insights, said: “Spending time with loved ones is at the heart of festive celebrations, but the reality is that for many, extended periods with family can also create stressful situations. Brands can lean into these potentially tension-inducing family celebrations by offering escapism, especially for younger consumers. Ensuring younger shoppers can still express their individuality during party season is important, and brands can lean into the energy of 2024, as Converse and Charli XcX’s Christmas campaign clearly does. While there’s no escape for those hosting Christmas, brands can be inspired by Ninja Kitchen’s campaign featuring David Beckham, which highlights products that make hosting easier. Wellbeing-related gifting, or self-gifting, will be a key trend this year to help individuals enjoy some ‘me-time’.

“Confidence has been shaky in 2024, with the wounds of the cost of living crisis still healing for most, and the signals for short-term prospects of the UK economy and standard of living at best mixed. However, the festive period is typically when consumers look to shrug off any negativity of the preceding year and ultimately let off some steam. In 2023, the financial pressure was too much to ignore and spending suffered, but the signs are that there will be a little more scope to cut loose in 2024.

“In ‘essential’ areas such as food and drink and children’s gifting, the indications are that a broader church of shoppers will look to, as much as they can, indulge a little more. This will most directly benefit the grocers, but in gifting there will be far more opportunity for premium products and retailers.”