India's Alcohol Use Peaks at 35–49: Income, Stress, and Social Norms at Play
www.datumintell.com
The Big Picture
Alcohol use among Indian adults is most prevalent between ages 35 and 49, where 27.4% of men and 1.5% of women report consumption. Usage declines moderately after 50 but remains significant among older men (16.6% among 65+). Women's participation stays below 2.5% across all age brackets.
Why It Matters
Peak consumption in midlife aligns with higher disposable income, work-related stress, and greater social acceptance of drinking among men. The drop after 50 reflects health concerns and reduced social exposure. Persistently low female participation underscores India's gendered drinking culture.
Peak Consumption in Midlife, Persistent Gender Gap
Alcohol use rises sharply with age until midlife, then stabilizes. Consumption increases from ~2% among teens (15–19) to nearly 25–27% among adults aged 35–64, before tapering slightly among seniors (65+). The midlife cohort (35–64) contributes over half of total drinkers, despite representing only one-third of the population.
Peak at 35-49: Revenue Core
Nearly 27.4% of men and 1.5% of women in this group consume alcohol — representing India's core drinking segment. High income stability and discretionary spend drive premiumization potential in this cohort.
Youth Show Restraint
Only 1–2% of drinkers are under 20, despite higher exposure to nightlife and digital influence. Suggests rising health consciousness and changing peer norms among Gen Z.
Gender Gap Widens with Age
In ages 20–34, male drinking (15.6%) exceeds female (0.8%) by ~20×; gap broadens to >25× in older cohorts. Persistently low female participation underscores India's gendered drinking culture.
Peak consumption in midlife aligns with higher disposable income, work-related stress, and greater social acceptance. The senior segment (65+) remains small but consistent at ~16–17% for men — showing habitual continuation among legacy consumers, less responsive to digital influence but loyal to traditional categories (IMFL, country liquor).
Subscribe to the Daily Datum
Bite-sized insights on companies and markets, delivered to your inbox.