Record Low Alcohol Consumption in the U.S. in 2025: What’s Behind the Shift in Drinking Habits Among Younger Generations

Why U.S. Alcohol Consumption is Declining: Health Risks, Economic Pressures, and the Rise of the Sober Curious Movement

ccording to the latest data from Gallup’s July 2025 survey, only 54% of American adults report consuming alcohol, marking the lowest level since tracking began in 1939 and a significant decline from 58% in 2024 and 62% in 2023. This trend is particularly pronounced among younger groups, with only 50% of those aged 18-34 indicating they drink, far below the 56% for those 35 and older. Additionally, overall consumption among drinkers has decreased, with only 24% reporting having a drink in the past 24 hours, and 40% saying it has been more than a week since their last one.
Other surveys show that 49% of Americans aged 21 and older plan to drink less in 2025, representing a 44% increase compared to previous years. Notably, Generation Z stands out, with their drinking frequency and quantity significantly lower than previous generations.
Multiple Factors Behind the Trend
Health concerns are one of the primary drivers of this change. 53% of Americans believe that even moderate drinking is unhealthy, a sharp rise from 45% in 2024. In January 2025, former U.S. Surgeon General Vivek Murthy released a report emphasizing the link between alcohol and cancer risks, and recommending warning labels on bottles, similar to those on tobacco products. This report has further heightened public awareness of alcohol’s health risks.
Additionally, the rise of the “sober curious” movement has prompted nearly half of adults to explore reducing alcohol intake for mental health and physical fitness reasons. Influenced by social media, alternatives (such as cannabis), and weight-loss drugs (like Ozempic, which can reduce alcohol cravings), young people are placing greater emphasis on staying sober or drinking in moderation.
Intensifying Impact of Economic Pressures and Demographic Shifts
With rising inflation and living costs, economic pressures are also prompting more people to cut back on drinking. At the same time, as the “wine-friendly” Baby Boomer population gradually declines, the overall drop in drinking rates becomes even more pronounced.
Impact on the Alcohol Industry and Responses
This downward trend in drinking rates has dealt a major blow to U.S. alcohol giants. Major alcohol companies are facing declining sales volumes: Molson Coors reported a 7% drop, Constellation Brands (maker of Corona) saw 3.3%, Anheuser-Busch InBev (parent of Budweiser) experienced 1.9%, and Boston Beer Company (Sam Adams) noted 0.8%.
Alcohol giants are striving to address this trend by pivoting to develop healthy beverages and non-alcoholic alternatives, aiming to meet consumers’ growing demand for health-focused options. This shift not only requires alcohol companies to adapt to market changes but also to innovate in marketing strategies to address emerging consumer needs and behavioral patterns.
As people’s drinking habits evolve, how the alcohol industry will tackle this challenge and find new growth opportunities amid health, economic, and social trends is worth watching.