People facing worsening financial difficulties, older adults, women, parents of young children and those in leadership positions were more likely to increase their consumption during the coronavirus pandemic, according to a newly published Hungarian study.  

Those for whom status and influence are important were also more likely to drink more. The researchers argue that improving well-being could be an effective way to reduce alcohol consumption. 

Only 3% of Hungarian adults reported an increase in their alcohol consumption, while 8% reported a decrease. But this overall picture masks important differences: in some social groups, drinking rose markedly, four Hungarian economists concluded based on their survey. More than half of respondents (53%) do not drink alcohol at all, and most regular drinkers did not change their habits during the pandemic either. 

The nationally representative survey of 1,000 people was conducted in June 2021. The summary study was recently published in the journal Studies of Agricultural Economics. Its authors are Zoltán Bakucs (HUN-REN CERS, Óbuda University), Zsófia Benedek (HUN-REN CERS), Imre Fertő (HUN-REN CERS, Corvinus, CZU) and József Fogarasi (Óbuda University, PKE). 

The results show that young people and men consumed the most alcohol overall, but different groups were most at risk of increasing the amount they drank: those experiencing growing financial strain, older adults, women, households with children under 14, and managers/leaders. In households with children, a double effect emerged: parents generally drank less often, but those who did drink were more likely than average to increase the quantity in stressful situations. 

Performance orientation protects, status orientation increases risk 

The study also examined people’s value systems. The strongest predictor of excessive consumption was “power” — motivation linked to status, influence and control. According to the researchers, this suggests that status-related drinking rituals are deeply embedded in everyday life, especially in professional settings, as a way to relieve tension or reinforce one’s position. Financial stress was another significant explanatory factor: individuals who reported a deterioration in their financial situation during the pandemic were more likely to drink excessively. 

By contrast, performance-oriented respondents were more likely to reduce or maintain their consumption levels. For them, productivity, focus and achieving goals mattered more than alcohol as a coping tool. A surprising finding was that hedonistic values also slightly reduced the likelihood of increased drinking — respondents drank less frequently but more consciously, choosing higher-quality drinks. 

A new alcohol policy: boosting wellbeing and creating an alcohol-free workplace culture 

“Supporting families and parents struggling with financial hardship can also be seen as an indirect alcohol policy tool. If economic stress decreases, people are less likely to turn to alcohol. The traditional toolkit of alcohol policy — for example, tax increases, restricting access, or general awareness-raising — is not sufficient on its own. Effective interventions must also take different value and motivational patterns into account,” says Imre Fertő, Director General of ELTE’s Centre for Economic and Regional Studies and professor at Corvinus University, one of the study’s authors. 

For status-oriented groups, moderation could be framed as a sign of professionalism, responsible leadership and self-control. Among performance-oriented groups, the key message may be preserving physical and mental performance. For hedonists, alternative sources of enjoyment — cultural, gastronomic or recreational programmes — could help reduce stress-related drinking. 

Transforming workplace culture is just as important. In many professional environments, the norm of status-linked drinking remains strong. Alcohol-free networking events, premium alcohol-free drinks, and leaders setting an example can all help ensure that social success is not automatically associated with drinking.