Wellness Over Beer? U.S. Drinking Rates Hit Lowest Level in 90 Years: "Non-Alcoholic" Trend Spreads Among Gen Z, Women, and Republican Supporters

1. The Milestone of "54%"

In a Gallup survey conducted in July 2025, 54% of American adults reported that they drink alcohol. This is among the lowest since the company began recording in 1939. The trend, which had been over 60% from 1997 to 2023, showed a decline with 62% in 2023 and 58% in 2024, finally dropping below the significant mark. The survey was conducted via telephone with 1,002 participants nationwide, with a margin of error of ±4 points.Gallup.comAxios

The frequency is also decreasing. Even among those who drink, only 24% reported drinking in the past 24 hours, the lowest ever, while 40% said they hadn't drunk in over a week, the highest level. The average number of drinks per week continues to decline over the long term.Gallup.comThe Guardian

2. What Has Changed—Reevaluating "Moderation"

For the first time, a majority of Americans (53%) responded that even moderate drinking of 1-2 drinks per day is harmful to health. This is an extension of the trend from 28% in 2018, rising to 39% in 2023 and 45% in 2024. The message from organizations like WHO, stating that there is no safe level of alcohol consumption for health, is becoming ingrained in public awareness.Gallup.comTIME

Information from public health authorities and reports on cancer risks have combined to significantly diminish the old belief that "red wine is good for the heart." Media analyses also cite the rise in health consciousness as a major factor.The GuardianTIME

3. Who Has Stopped Drinking—Gender, Generation, and Political Views

The younger generation is at the forefront of this change. Generation Z and young adults have the highest percentage who view even moderate drinking as harmful and have a low overall drinking rate. The decline in drinking rates among women is also notable, contributing to the overall decrease. Additionally, over the past two years, the decline has been particularly significant among Republican supporters, while Democratic supporters have remained relatively stable.TIMEAxios

4. Prices, Substitutes, and the Expansion of "Non-Alcoholic"

Inflation, which has hit household budgets hard, first cuts down on the "frequency" of dining out and alcohol consumption. In the market, non-alcoholic beverages are rapidly growing, with particularly high growth rates for non-alcoholic beer. On-premise (restaurant) sales are expected to grow by double digits again in 2025 compared to the previous year, alongside the trend towards RTD (ready-to-drink canned cocktails) and high-value-added products.Craft Brewing BusinessBeverage Industry

Meanwhile, consumer surveys indicate an increase in cannabis use as a substitute for alcohol. Opinions vary, but the perception that it is "less harmful than alcohol" is spreading, potentially contributing to the decline in drinking frequency.Marijuana MomentSkin Inc.

5. Voices from the Field—Reasons for Not Drinking Reflected on Social Media

On X (formerly Twitter), diverse reactions such as "victory for health consciousness," "due to prices," and "want to increase work productivity" spread in response to Gallup's headline. Influential journalist and entrepreneur accounts also mentioned it, sparking discussions about the significance of the numbers.X (formerly Twitter)

On Reddit, posts visualizing individual alcohol consumption over a year gained popularity, leading to dialogues about self-improvement such as "reduced the amount" and "increased alcohol-free days." On TikTok and GMA clips, the "#SoberCurious" movement is spreading, with bars and events increasingly designed with non-alcoholic options in mind.RedditFacebook

6. Industry Impact—Strategies for the "Non-Drinking Era"

The beer market continues to shrink in volume, and companies are seeking breakthroughs through non-alcoholic, functional appeals, and premiumization. From the investor's perspective, the contrast between the "struggles of traditional beer" and the "success of non-alcoholic" is becoming clear.Beverage IndustryThe Wall Street Journal

7. Counterarguments and Considerations

Some analysts point out that this is merely a "cyclical downturn," suggesting that lifestyle changes during the pandemic and generational life stage transitions may also be influencing factors. Once the drinking rate "bottoms out," there may be room to return to a quality-focused "occasional drink." However, there are currently few signs of a reversal in health perceptions.MarketWatch

8. The Future Shape of "Cheers"

The "Non-Drinking America" reported by the NYT is best understood not as a mere trend but as a comprehensive result of health, values, price, and choice. The average evening "one drink" is now entering an era where it competes seriously with the option of "zero," thanks to the high quality of non-alcoholic options. Moving beyond the binary of drinking/not drinking, the questions will be "in what situation, with whom, and for what purpose." The next criteria will likely be "does it lift your spirits, or make tomorrow easier"—that's all.

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