Alcohol Consumption Trends Shift Toward Moderation and Non-Alcoholic Options

Consumers are adopting a more premeditated approach to drinking, planning ahead and opting for healthier alternatives.

Published on Feb. 19, 2026

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Current trends indicate that consumers across the board, particularly Gen Zs and Millennials, will be drinking less alcohol in 2026. Consumers seem to be adopting a premeditated approach to drinking, planning ahead which days they will drink or how many drinks they will have on a given night. This shift is emblematic of a larger cultural move toward health-consciousness in the U.S., with alcohol consumption increasingly being viewed as unhealthy. The rise of non-alcoholic spirits and expanded marijuana access are making it easier for people to choose alternative options.

Why it matters

The decline in alcohol consumption is driven by a combination of factors, including increased awareness of the health risks associated with drinking, the emergence of non-alcoholic alternatives, and broader cultural shifts toward wellness and moderation. This trend has implications for the alcohol industry, as well as for public health and social dynamics.

The details

According to the article, the percentage of U.S. adults who say they drink alcohol has declined from 71% 50 years ago to a record-low 54% in 2025. This downward trend is attributed to several factors, including the World Health Organization's messaging about the health risks of alcohol, the rise of non-alcoholic spirits and craft mocktails, and the increased awareness of the negative impact of alcohol on conditions like anxiety. The article also notes that the legalization of recreational marijuana in many states has provided consumers with alternative relaxation options.

  • In 2025, a Gallup report showed a record-low 54% of U.S. adults who say they drink alcohol.
  • In 2023, 62% of U.S. adults reported drinking alcohol, which declined to 58% in 2024.
  • As of February 2024, 79% of Americans live in a county with a cannabis dispensary.

The players

World Health Organization (WHO)

The WHO has been consistent in its messaging about alcohol's role in increasing consumers' risk of preventable diseases, effectively rebranding binge-drinking as a source of bodily harm.

Cleveland Clinic

The Cleveland Clinic has stated that drinking is prohibited altogether by certain behavioral medications, as SSRIs and alcohol do not mix well.

American Academy of Pediatrics

A 2024 study published by the American Academy of Pediatrics found a 66.3% increase in young adults aged 12-25 receiving antidepressant prescriptions from 2016 to 2022, with a 56.5% faster increase for females aged 18-25 after March 2020.

NielsenIQ

According to a 2025 report by NielsenIQ, the non-alcoholic beer, wine, and spirits category saw a whopping $925M in off-premise sales last year, demonstrating a 22% year-over-year growth rate.

Pew Research Center

As of February 2024, the Pew Research Center reported that 79% of Americans live in a county with a cannabis dispensary.

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The takeaway

The decline in alcohol consumption is a significant cultural shift driven by a growing emphasis on health, wellness, and moderation. This trend has implications for the alcohol industry, as well as for public health and social dynamics, as consumers seek out alternative relaxation options and redefine social life without heavy drinking.