Around Half Of U.S. Adults Drink Alcohol—A Record Low—But Sales Remain Steady

Key About This

• Only 54% of adults told Gallup they drink at all, the most recent data shows, a record-low number and a 4% drop from 2024.
• Young people self-reported a lower amount of drinking compared to their older peers, with 50% of people ages 18 to 24 saying they drink alcohol, compared to 56% of people over age 35.
• Men reported drinking more (57% compared to 51% of women), and white adults (56%) said they drink more than people of color (52%).
• For the first time in the history of Gallup's poll, a majority of Americans also said that drinking in moderation, even "one or two drinks a day," is bad for their health.
• Fifty-three percent of respondents said drinking was unhealthy, a sharp rise from the 28% who believed that to be true in 2018 and 39% in 2023.
• Fewer people also said they believed drinking could be beneficial—25% of people believed that in 2005, down to 19% in 2016 and 6% this year.
• Americans are choosing to drink alcohol, marking a record low in consumption levels, yet sales figures suggest the industry isn’t feeling much of a pinch—at least not yet.
• According to the latest Gallup poll, just 54% of U.S. adults say they consume alcohol at all. This figure represents a 4% decline from 2024 and is the lowest level recorded in Gallup’s decades-long survey history.
• The downward shift is most noticeable among younger adults. Only half of people aged 18 to 24 reported drinking alcohol, compared to 56% among those aged 35 and older. The generational divide highlights a clear cultural change—one that could reshape the future of alcohol consumption in America.

Who Drinks More—and Who Drinks Less

The survey also reveals notable differences along gender, racial, and political lines:

Men are more likely to drink than women, with 57% of men saying they drink compared to 51% of women.

White adults (56%) reported higher drinking rates than people of color (52%).

Political affiliation appears to play a growing role. Republican drinkers have declined sharply—from 65% in 2023 to just 46% in 2025. Independents also saw a drop from 61% to 55%, while Democrats reported a smaller decline, from 64% to 61%.

Changing Perceptions of Alcohol and Health

For the first time in Gallup’s polling history, a majority of Americans now believe that even moderate drinking—defined as one or two drinks a day—is bad for health.

53% of respondents say moderate drinking is unhealthy, a dramatic increase from 39% in 2023 and just 28% in 2018.

Only 6% of Americans believe alcohol can be beneficial to health—a steep drop from 25% in 2005 and 19% in 2016.

This shift in perception reflects growing public awareness of research linking alcohol to increased cancer risks, liver disease, and other health issues—even at low consumption levels.

Sales Tell a Different Story

Despite the drop in self-reported drinking, alcohol sales remain strong.

Industry data from NIQ shows that in 2024, total U.S. sales of beer, wine, spirits, seltzers, and ready-to-drink cocktails slipped by less than 1%, from $113.6 billion to $112.9 billion. It was the first decline in three years, but the decrease was so small that it barely registered compared to the consumption drop.

This suggests that while fewer people are drinking, those who do may be purchasing more premium products—or that inflation is helping to maintain revenue levels.

The Gen Z Effect

Generation Z—those born between 1997 and 2012—has consistently reported lower alcohol consumption than older generations at the same age. Experts say this trend may be influenced by several factors:

The U.S. legal drinking age of 21 limits access during formative social years.

Socializing is less centered around alcohol than in the past, with coffee shops, gaming lounges, and wellness events gaining popularity.

Cultural attitudes toward drinking have shifted; alcohol is no longer seen as the only—or even the primary—marker of maturity or sophistication.

As Dr. Sybil Marsh, an addiction specialist, explained to Time:

“There was a time where drinking some alcohol was a badge of maturity and sophistication. But now, it’s only one of many ways people can relax or express social status.”

This cultural evolution is also pushing the industry toward innovation. The no- and low-alcohol beverage market is expected to grow by 25% between 2022 and 2026, according to IWSR, a leading drinks market analysis firm. Major brewers like Anheuser-Busch now report that nonalcoholic options account for a growing share of their sales.

The Rise of the ‘Sober Curious’ Movement

Social media has amplified a lifestyle shift known as the “sober curious” movement—where people explore life without alcohol, even if they’re not committing to permanent abstinence.

On TikTok, the hashtag #sobercurious now has more than 142,000 videos, nearly double the volume seen in mid-2024. These videos range from personal stories of sobriety to reviews of alcohol-free beverages and tips for socializing without drinking.

Seasonal challenges like Dry January and Sober October are also attracting more participants. In 2019, only 21% of U.S. adults took part in Dry January; by 2022, participation had jumped to 35%. These month-long breaks are often framed as health resets or self-discipline challenges, appealing to health-conscious millennials and Gen Z.

What This Means for the Future

While the cultural tide appears to be turning against alcohol, the industry has proven resilient—at least for now. Premium product sales, the rise of “drink experiences” like craft cocktail bars, and the pricing power of established brands have all helped maintain revenue.

However, the long-term shift in attitudes—especially among young adults—may reshape the alcohol market in the decades to come. Companies are already adapting, investing in alcohol-free product lines, and marketing them as part of a broader lifestyle shift toward wellness and moderation.

In other words, the bar is still open, but the menu is changing.