Among all categories of alcohol, Gen Z consumers were the most likely to make unplanned purchases in the United States in 2024. In particular, 41 percent of recent wine purchases by Gen Z consumers were unplanned.
The question was originally phrased by the source as: "Thinking of the most recent product you bought in each category; how did you decide to purchase?"
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Provoke Insights. (May 5, 2024). Share of consumers making unplanned alcoholic beverage purchases in the United States in 2024, by generation [Graph]. In Statista. Retrieved July 05, 2025, from https://www.statista.com/statistics/1546357/unplanned-alcohol-purchases-by-generation-us/
Provoke Insights. "Share of consumers making unplanned alcoholic beverage purchases in the United States in 2024, by generation." Chart. May 5, 2024. Statista. Accessed July 05, 2025. https://www.statista.com/statistics/1546357/unplanned-alcohol-purchases-by-generation-us/
Provoke Insights. (2024). Share of consumers making unplanned alcoholic beverage purchases in the United States in 2024, by generation. Statista. Statista Inc.. Accessed: July 05, 2025. https://www.statista.com/statistics/1546357/unplanned-alcohol-purchases-by-generation-us/
Provoke Insights. "Share of Consumers Making Unplanned Alcoholic Beverage Purchases in The United States in 2024, by Generation." Statista, Statista Inc., 5 May 2024, https://www.statista.com/statistics/1546357/unplanned-alcohol-purchases-by-generation-us/
Provoke Insights, Share of consumers making unplanned alcoholic beverage purchases in the United States in 2024, by generation Statista, https://www.statista.com/statistics/1546357/unplanned-alcohol-purchases-by-generation-us/ (last visited July 05, 2025)
Share of consumers making unplanned alcoholic beverage purchases in the United States in 2024, by generation [Graph], Provoke Insights, May 5, 2024. [Online]. Available: https://www.statista.com/statistics/1546357/unplanned-alcohol-purchases-by-generation-us/
