Latest Findings Confirm a Sobering Trend
Recent data from multiple sources confirms a consistent downward trend in alcohol consumption, particularly in the United States and other mature markets. The 2025 Gallup Consumption Habits survey is one of the most compelling pieces of evidence, revealing a historic low in the percentage of Americans who consume alcohol. This decline continues a multi-year trend, indicating a broader cultural movement rather than a momentary change. Similarly, a January 2025 survey commissioned by NCSolutions found that nearly half of Americans (49%) planned to drink less during the year, an increase from the previous year. Experts attribute this accelerating trend to a societal shift towards healthier living, moving beyond the simple rebound effects seen immediately after the pandemic. Even among those who still drink, Gallup found that the average weekly consumption had dropped to its lightest level since the mid-1990s, with fewer reporting drinking in the past 24 hours.
The Generational Divide: Gen Z and Millennial Influence
While broad population figures paint one picture, a closer look at generational habits reveals a more nuanced story. Gen Z, for instance, has long been associated with lower alcohol consumption and higher rates of abstinence compared to older generations. Reasons cited by this cohort include mental and physical health concerns, financial prudence, and less interest in traditional drinking culture. The 'sober curious' movement resonates strongly with Gen Z and Millennials, who are more open to exploring non-alcoholic options and mindful drinking.
However, a mid-2025 IWSR Bevtrac survey in select markets introduced an interesting wrinkle: a reported uptick in Gen Z drinking participation, particularly in the U.S. This does not necessarily contradict the overall trend of moderation but rather illustrates the cyclical nature of consumption tied to economic factors. As more Gen Z adults have entered the workforce and gained disposable income, some are spending more on social activities that include alcohol, albeit on their own terms, focusing on quality over quantity. Despite this recent increase in participation, Gen Z still prioritizes moderation and wellness, often choosing premium, craft, or experimental alcoholic beverages in a social setting while maintaining lower overall consumption frequency.
The Rise of No- and Low-Alcohol Beverages
One of the most significant drivers accompanying the trend of people drinking less is the explosion of the no- and low-alcohol (NoLo) market. Data from 2024 and 2025 shows robust growth in this sector, with non-alcoholic beer sales, in particular, seeing substantial increases.
- Market Growth: The global NoLo market is forecast to continue expanding, driven by innovations and rising consumer demand. No-alcohol volume growth is notably outpacing low-alcohol, especially in key markets like the US and Brazil.
- Innovation: Beverage companies are investing heavily in new and sophisticated alcohol-free alternatives, including mocktails, spirits, and beers that cater to the health-conscious consumer.
- Shift in Perception: Public perception is changing, with Heineken research showing that some non-alcoholic drinkers are viewed as 'respectable' or 'cool,' challenging old stigmas.
- Zebra Striping: The practice of alternating between alcoholic and non-alcoholic drinks during a single occasion is gaining traction, particularly among younger consumers.
Factors Influencing Drinking Habits in 2025
Numerous factors are collectively shaping drinking habits in 2025, from individual motivations to broad economic forces. This complex interplay is creating a diverse market where moderation and premiumization coexist.
Health and Wellness Consciousness
Driven by increased access to health information, consumers across all demographics are more aware of the health risks associated with alcohol consumption. The long-term health benefits of reduced intake, such as improved heart and mental health, are becoming a mainstream motivator. This has led to the popularity of 'mindful drinking' and wellness-focused lifestyles.
Economic Pressures and Premiumization
Persistent economic pressures, including the cost-of-living crisis, have made consumers more price-sensitive. This has led some to cut back on drinking as a discretionary expense. However, an interesting paradox, known as 'selective premiumization,' exists. Many consumers are drinking less overall but choosing higher-quality, premium alcoholic products when they do indulge, especially in at-home settings. This allows them to maintain a sense of luxury while controlling their total expenditure.
Social Norms and Technology
Evolving social norms, heavily influenced by social media, are destigmatizing sobriety and promoting alternative ways to socialize. The "vibe" of an experience matters more to Gen Z than the drink itself, leading to a focus on aesthetics and shareable moments that don't require alcohol. Furthermore, the rise of e-commerce has made a wider variety of beverage options, including NoLo products, more accessible than ever before.
Comparison of Pre-Pandemic vs. 2025 Drinking Habits
| Feature | ~2019 (Pre-Pandemic) | 2025 (Based on Trends) |
|---|---|---|
| Overall Consumption | Generally higher; steady but slow decline beginning. | Significantly lower, reaching record lows. |
| Moderation | Considered a niche trend ('Dry January'). | Mainstream cultural phenomenon across all ages. |
| Health Focus | Growing but less pronounced. | Primary motivator for reduced consumption. |
| No/Low-Alcohol Market | Still a small, emerging category. | Experiencing robust growth and innovation. |
| Gen Z Behavior | Reported as drinking less and less frequently. | Increasingly complex, with rising participation alongside moderation. |
| Economic Influence | Less of a driving factor than it is currently. | Major motivator for reducing discretionary spending. |
| Social Settings | Dominant role for bars and restaurants. | Increased preference for at-home drinking and casual settings. |
| Beverage Preference | Focus on traditional categories. | Shift towards craft, premium, and RTD options. |
The Sober Curious Movement and Its Evolution
The "sober curious" movement, which encourages mindful drinking and temporary or permanent abstinence, has transitioned from a niche lifestyle choice to a mainstream cultural force. It’s no longer about a moral or restrictive stance on alcohol but about an empowered choice for better health and wellbeing. This is reflected in the growing range of sophisticated and flavorful non-alcoholic drinks available, providing social alternatives for those who don’t want to feel left out. The trend of 'zebra striping,' where consumers alternate between alcoholic and non-alcoholic drinks, further normalizes this behavior in social settings.
Conclusion: A Shift Towards Mindful Consumption
In conclusion, the data strongly suggests that people are drinking less in 2025, at least in mature markets like the U.S., compared to previous decades. This is not driven by a single factor but by a powerful convergence of health consciousness, economic pressures, and evolving social norms, particularly among younger generations. The market has responded with a booming no- and low-alcohol sector and a focus on premium, higher-quality products for those still consuming. While some generational nuances exist, the overall trajectory points towards a more mindful, intentional, and balanced approach to beverage consumption. The beverage industry will need to continue adapting its strategies to cater to this dynamic and health-aware consumer base. For more in-depth data on these trends, you can explore the IWSR Global Trends Report 2025.
