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The latest scoop on alcoholic consumption

According to a July 2025 Gallup poll, the share of Americans who drink alcohol has fallen to a record low. At the same time, a record-high share of Americans believes consuming alcohol, even in moderation, is unhealthy.

Fifty-four percent of respondents reported that they sometimes drink wine, beer, or liquor. That's a 10-percentage point drop from just 10 years ago. It's the lowest percent since 1939, when Gallup started surveying Americans on their drinking habits.

Age 18-34 younger adults had a 9-percentage point drop from 2023 and showed the lowest participation, with just half now drinking alcohol (50%).

Men are more likely than women to report drinking - 57% vs. 51%

Teen alcohol use has also steadily declined from 2000 to 2024. It has decreased from 73% to 42% for 12th graders, from 65% to 26% for 10th graders, and from 43% to 13% for 8th graders, according to the Monitoring the Future study.

While some observers have connected falling alcohol sales to the rise of recreational marijuana, Gallup director of social research Lydia Saad said rolling fatties doesn't appear to be causing the seismic shift.

Household income significantly impacts drinking. Higher-income households have the highest drinking rate at 66%. But even at that economic level there was a 13-percentage point drop from just two years ago.

Also, for the first time, a majority of respondents, 53%, now say drinking in moderation - defined as up to two drinks per day - is bad for one's health. Again, younger adults showed the highest percentage, with two-thirds saying drinking in moderation (1 to 2 drinks a day) is harmful for your health (66%).

Only 6% of adults now say drinking alcohol is good for their health.

The results come as emerging medical guidance indicates that drinking alcohol - even in moderate amounts - indeed poses health risks.

Even Americans who do continue to drink are drinking less. 40% say it has been more than a week since they last consumed alcohol, the highest percentage since 2000. They say they're increasingly concerned about the health impacts of alcohol.

Factoring in all drinkers, including those who did not drink in the past week, the average number of drinks consumed over the past seven days in the study was 2.8, the lowest figure Gallup has recorded since 1996. This is down by one-quarter (-26%) from 3.8 drinks a year ago.

Many restaurant chains, including Texas Roadhouse, Applebee's, BJ's Restaurants, Logan's Roadhouse, and J. Alexander's, have reported a notable decline in customer alcohol consumption.

With now half of young adults opting out of drinking, the primary market for most location-based entertainment centers (LBEs), including family entertainment centers (FECs), entertainment venues face less demand for alcoholic beverages and greater demand for creative non-alcoholic alternatives. Research by the National Restaurant Association found that 59% of Gen Z, 50% of Millennials, and 38% of Gen X said they would be likely to order non-alcoholic beer, mocktails, or no/low-ABV wine if they were on the menu. A July 2025 Harris Poll found that half of Gen Z now regularly order mocktails (52%) or NA alternatives (48%) and even order THC/CBD drinks (33%).

A key driver of non-alcoholic alternatives to their alcoholic equivalents is the desire for group inclusivity and social connection. For many people, drinking alcohol has been a socially sanctioned way to let loose and connect with others, but for non-alcoholic drinkers, it has been a barrier to socializing. For whatever reason, when being sober, many people will feel self-conscious and excluded from the social drinking culture. Having a soft drink while your friends are drinking alcoholic beverages tends to isolate you from the group. Contemporary mocktails and NA alternatives allow these people to participate in social activities without feeling left out. It also allows people to enjoy a social night out with their drinking friends without the danger of driving under the influence and the after-effects of a hangover. This helps amplify the social appeal for a group to attend LBEs and FECs.

One definite downside of half of LBE and FEC adults no longer drinking is that it weakens the social dynamics of attending with other adults. We have several thousand years of evidence that moderate, responsible alcohol consumption makes you more sociable. One of the reasons, often the number one reason people attend an LBE or FEC is to spend time socializing with friends or family. The decline with so many people staying sober makes socialization a bit more challenging for those people. LBEs need to amplify the social appeal of the visit to overcome this. Social gaming venues that combine social games with simultaneous consumption of food, especially sharables, and beverages have the formula to offer a high-fidelity social experience without alcohol needing to be the lubricant.

LBEs and FECs should tailor their beverage programs by guest profile and occasion - showcasing premium, adult-centric cocktails for Millennials and Gen X, while expanding on-trend, flavorful NA and low-ABV alternative offerings to engage Gen Z and health-conscious Millennials and Gen X.

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