Most consumers prefer to buy alcohol in person

Key stat: Almost three-fourths (74%) of consumers prefer to shop in-store for alcoholic beverages versus only buying them online (7%), according to March data from ThinkNow Research.

Beyond the chart:

• Over half (55%) of consumers worldwide say price is their top purchasing criteria, per a March report from EY.
• Some 83% of Gen Z adults typically purchase alcohol at a supermarket or in a liquor store, according to October 2024 data from Attest.

Use this chart: Beverage marketers can use this chart to strategize where best to reach consumers with campaigns. Retailers and in-store retail media inventory suppliers can use this to appeal to marketers angling to connect with alcohol-purchasing consumers.

Related EMARKETER reports:

• Infopack: Alcohol 2025 (EMARKETER subscription required)
• US CPG Industry Ad Spending 2024 (EMARKETER subscription required)

Methodology: Data is from the April 2025 ThinkNow Research "Clicks vs. Carts: 2025 Shoppers Report." 1,500 US adults ages 18+ were surveyed online during March 3-16, 2025.