A recent Gallup poll has revealed a significant decline in alcohol consumption among US adults, with only 54% reporting that they drink alcohol - marking the lowest figure recorded in nearly 90 years.
This trend reflects a growing scepticism about the health benefits of moderate drinking, as 53% of respondents now believe that even moderate alcohol consumption poses health risks, a stark increase from just 28% in 2015.
Record-low drinking rates: The percentage of adults reporting alcohol consumption has dropped from 62% in 2023 and 58% in 2024. Historically, drinking rates have remained above 60% since 1997, with peaks between 68% and 71% from 1974 to 1981.
Changing demographics: The decline in drinking is particularly high among women, whose reported drinking has decreased by 11 percentage points since 2023, now at 51%. Among young adults (18-34), the rate has fallen from 59% in 2023 to 50% today, placing their drinking rate below that of older adults.
Political divide: Interestingly, there has been a notable drop in alcohol consumption among Republicans, falling 19 points to 46%, while Democratic drinking rates have remained stable at 61%.
Youth perspective: Approximately 66% of individuals aged 18-34 now view moderate drinking as unhealthy, up from about 40% a decade ago. This demographic shift indicates a significant change in attitudes toward alcohol among younger generations.
Older adults' concerns: Nearly 50% of those aged 55 and older also express concerns about the health implications of alcohol, highlighting a broader societal shift in perceptions across age groups.
Independent trends: The decline in drinking rates is not merely a shift toward alternative substances, such as recreational marijuana, which is legal in many states.
Gallup's findings indicate that the decrease in alcohol consumption is occurring independently of marijuana use trends, which have remained relatively stable over the past few years.
For the first time in Gallup's tracking history, 53% of respondents view moderate drinking (defined as one or two drinks a day) as harmful to health. This is a significant increase from 28% in 2018 and 39% in 2023. Only 6% believe it is beneficial, while 37% think it makes no difference.
Young adults are leading the charge in recognising the health risks associated with alcohol, with about 66% now considering moderate drinking harmful. This contrasts with older adults, whose belief in the dangers of alcohol has also increased but remains lower.
The implications for the industry could be significant.
As consumer preferences evolve, manufacturers and marketers of alcoholic beverages may need to adapt their strategies to address these changing attitudes.
Brands may need to explore innovative product offerings, such as, mid strength, no- and low-alcohol or alcohol-free options, to cater to health-conscious consumers.
In addition, the US federal government is expected to revise dietary guidelines concerning alcohol consumption later this year, potentially reinforcing the message that no level of drinking is risk-free.
Fewer drinks, less frequently: Among those who drink, consumption patterns are shifting. A record-low 24% of drinkers reported having a drink in the past 24 hours, and 40% said it had been over a week since their last drink. The average number of drinks consumed over the past week is now 2.8, the lowest since 1996.
Mindful drinking trends: In response to growing health concerns and changing attitudes toward alcohol, many individuals are adopting mindful drinking practices. This includes strategies like zebra striping, where drinkers alternate between alcoholic and non-alcoholic beverages during social events. This method not only helps to reduce overall alcohol intake but also encourages hydration and promotes a more conscious approach to drinking.
Beer remains popular: Beer continues to be the most preferred alcoholic beverage, with 30% of drinkers choosing it, compared to 29% for wine and 30% for liquor. Gender differences persist, with 52% of men preferring beer over 23% of women, while women are more likely to choose wine (44% vs. 14%).
Historically, moderate drinking was often associated with certain health benefits, particularly for heart health. However, recent research has increasingly highlighted the negative health outcomes linked to alcohol consumption, including its role as a leading cause of various cancers.
This shift in scientific consensus is prompting a re-evaluation of alcohol's place in US dietary habits.
Gallup's director of social research, Lydia Saad, noted that older adults may be slower to adopt new health perspectives due to their long-standing exposure to previous recommendations that suggested moderate drinking could be beneficial.
In contrast, younger generations are growing up in an environment where the risks of alcohol consumption are more widely recognised.
As drinking rates continue to decline, the overall average number of drinks consumed per week has also dropped to 2.8, the lowest since 1996. This decrease is evident across demographic groups, with women and young adults leading the trend.
The findings present both challenges and opportunities for the alcohol industry, which must navigate this new terrain carefully, balancing traditional offerings with emerging demands for healthier choices.