Hitomairu and University of Tsukuba Conduct Joint Research on Young Adults' Drinking Habits for the Healthy Development of Food & Beverage Culture

Hitomairu Co., Ltd. (Headquarters: Kita-ku, Tokyo; CEO: Hiroyuki Maegakiuchi; hereinafter 'the Group') announced the results of a 'Survey on Drinking Habits Among Young Adults' targeting 1,263 individuals. This was part of a joint research project with the University of Tsukuba (President: Kyosuke Nagata) titled 'Comprehensive Research on Factors Affecting the Inheritance and Development of Alcohol and Food & Beverage Culture.'

Background of the Joint Research

Following the registration of 'Traditional Sake Brewing' as a UNESCO Intangible Cultural Heritage in December 2024, the value of Japan's sake culture is once again in the spotlight. The inheritance of this culture is not merely about preserving advanced brewing techniques. The Group believes that the 'drinking behavior' and 'awareness' of how people enjoy alcohol in their daily lives and what meaning they find in it are essential elements that support the culture and pass it on to the next generation. In this study, we collaborated with Associate Professor Hisashi Yoshimoto of the University of Tsukuba (Director of the Center for Well-being Lifestyle Development Research), who conducts advanced research on drinking and health. By accurately grasping the diversifying modern drinking habits, we aim to realize the healthy development of alcohol and food & beverage culture and a sustainable society. As a first step, this survey was conducted to understand the reality of drinking habits and awareness among young adults. Studies directly exploring why young people drink or abstain are limited. We believe that investigating not only the amount of alcohol consumed but also the underlying motives and restraining factors has significant academic and practical meaning.

Survey Result Summary

1. Drinking habits of young adults: 'Routine' for working adults, 'Events' for college students

Working adults: About 1 in 4 (25.1%) are 'heavy drinkers' who drink 5 or more days a week. Including those who drink at least once a week brings the total to over 70%.

Students: While 'non-drinkers' account for 50.0%, heavy drinkers remain at only 4.9%. The mainstream style is 'light drinkers' who enjoy drinking on specific occasions rather than routinely.

2. 'With whom and in what situations': Building relationships is the main purpose of drinking

Drinking companions are topped by 'colleagues/classmates (78.6%)' and 'bosses/seniors (72.9%)', and situations are overwhelmingly 'drinking parties with friends (90.6%)' and 'company drinking parties (75.0%)'. On the other hand, nearly half (46.6%) also drink alone, indicating different usage depending on the purpose.

3. Seeking 'atmosphere and dialogue' more than alcohol

Rather than purely 'enjoying alcohol and food (58.0%)', answers aiming at 'interacting with friends and acquaintances (82.6%)' and 'improving work relationships (69.7%)' significantly exceeded. Importance is placed on its role as a 'tool for dialogue' that connects people, rather than mere alcohol intake.

4. Reasons for drinking/not drinking

The top three motives for drinking alcohol are: 1st, 'to help enjoy social gatherings (e.g., banquets)'; 2nd, 'because it is fun'; and 3rd, 'to enjoy events where people gather more'. In all cases, alcohol is strongly supported to vitalize communication.

Conversely, the top three reasons for restraining or not drinking alcohol are: 1st, 'health reasons (negative impact on the body)'; 2nd, 'because it interferes with work/study'; and 3rd, 'it does not fit my lifestyle/ideal image'. There was a distinct awareness of self-restraint prioritizing personal health maintenance, quality of life, and social performance.

Over 70% of Working Adults Consider it a 'Daily Habit', While for College Students it is a 'Special Occasion'

Among working adults, 74.1% drink at least once a week, indicating that drinking is established as a daily habit. In particular, the middle segment drinking '1-4 days a week' is the largest at 49.0%, centering on regular drinkers.

On the other hand, only 21.6% of college students drink at least once a week, showing a significant gap compared to working adults. The most common responses were 'less than once a month' and 'non-drinkers', meaning about half do not drink routinely. It became clear that while drinking is established as a routine behavior for working adults, the frequency is low among college students, making it non-routine.

Drinking Scenes are Overwhelmingly 'Drinking Parties with Friends/Acquaintances' (Over 90%)

As for drinking situations, 'drinking parties with friends and acquaintances' was highest at 90.6%, showing that drinking mainly takes place during social interactions. This is followed by 'company drinking parties/entertainment' (75.0%), suggesting many drinking opportunities in work-related scenes. Also, drinking in non-routine scenes like 'celebrations/special events' (61.9%) and 'meals while traveling' (61.7%) accounts for a certain percentage. Meanwhile, everyday scenes like 'relaxing at home' (54.9%) reach over half, but 'alone at a bar or izakaya' remains at 19.5%, showing a relatively low tendency to drink out alone.

Regarding whom they drink with, 'company colleagues/school classmates' was the most common at 78.6%, revealing that drinking mainly occurs within close communities. This is followed by 'company bosses/school seniors' (72.9%) and 'friends/acquaintances outside the same company/school' (62.0%). While 46.6% answered 'alone', drinking with family and close relations like 'lovers/partners' (38.3%) and 'parents' (49.7%) is also widely observed.

The Main Purpose of Attending Drinking Parties is 'Interaction and Communication'

As for the reason to participate in drinking parties, 'to deepen interaction with friends and acquaintances' was the highest at 82.6%, positioning drinking parties as a place to deepen human relationships. This was followed by 'to improve company socializing and work relationships' at 69.7% and 'to enjoy conversation with people' at 63.0%, showing a strong tendency to participate for communication. Also, reasons valuing the place itself and the experience, such as 'to enjoy alcohol and food' (58.0%) and 'because I like the atmosphere of a drinking place' (45.3%), accounted for a certain percentage. Answers like 'because it is a special event or anniversary' (43.2%) and 'for a change of pace/stress relief' (37.9%) were also seen.

Why Drink and Why Restrain? Motives are 'Vitalizing Socializing', Restraints are 'Health and Quality of Life'

Among the motives for drinking alcohol, the top three items answered as 'more than half' for positive reasons were: 1st, 'social gatherings (banquets, etc.)' (68.6%); 2nd, 'because it is fun' (66.8%); and 3rd, 'to enjoy events where people gather more' (65.2%). Alcohol is strongly supported as a tool to vitalize communication and enliven the atmosphere.

On the other hand, the top three reasons for restraining or not drinking alcohol were: 1st, 'health reasons (negative impact on the body)'; 2nd, 'because it interferes with work/study'; and 3rd, 'it does not fit my lifestyle/ideal image'. This clearly shows an awareness to self-restrain, prioritizing health, quality of life, and social performance.