By Emma Rumney

London: Younger Europeans are drinking less alcohol because of the way it tastes and concern over their health, a market research firm said on Tuesday, suggesting slow sales are a result of changing preferences rather than just a financial squeeze.

Alcohol sales have been falling in developed countries in recent years, prompting debate over what has driven the declines.

Some executives argue it is mostly a result of cyclical financial pressure on consumers, which means sales should bounce back when times get better. But others say the shift is a sign of changing preferences, which could be harder to reverse.

Circana, a U.S. market research company, said its survey pointed to a generational shift in Europe, where it found 71% of consumers were buying or consuming less alc

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