Gen Z and Millennials Drive Record Low in U.S. Alcohol Consumption

A Gallup poll conducted in 2025 reveals a significant decline in alcohol consumption among Americans, particularly among Generation Z and young millennials, who are reshaping the nation's drinking culture. According to the survey, 53% of U.S. adults now believe that moderate alcohol consumption is harmful to their health, a sharp rise from 28% in 2015. This shift is most pronounced among younger Americans, with two-thirds of those aged 18 to 34 viewing moderate drinking as unhealthy, up from 40% in 2015 [1]. As a result, only 54% of U.S. adults currently report drinking alcohol—a record low in Gallup’s data and a marked decline from previous decades [1].

The data shows that the perception of alcohol’s health risks is no longer limited to younger consumers. While older adults are less likely to see alcohol as harmful, their views are also evolving. In 2015, only about 20% of Americans aged 55 or older believed alcohol to be unhealthy; by 2025, that number had risen to 50% [1]. This growing skepticism is influencing behavior across age groups, with fewer individuals reporting recent alcohol consumption. Among those who believe moderate drinking is harmful, only about half reported drinking in the previous week—compared to 70% among those who do not share these concerns [1].

The overall frequency of alcohol consumption has also dropped significantly. About 25% of American drinkers reported having consumed alcohol in the past 24 hours—a record low—while nearly 40% said it had been more than a week since their last drink [1]. These patterns suggest that concerns about health are not necessarily leading to complete abstinence but are affecting how often people choose to drink.

The changing attitudes reflect a broader cultural shift in how younger generations view alcohol. Unlike previous generations, who often associated drinking with social bonding, Gen Z and young millennials are increasingly drawn to lifestyles that emphasize health, wellness, and alternative forms of social engagement [1]. This trend is already influencing market dynamics, with rising demand for non-alcoholic beverages and sober-curated experiences.

The U.S. government is also reconsidering its stance on alcohol consumption. Recent scientific findings have shifted the consensus, with health professionals emphasizing the risks of alcohol use, including its role as a leading cause of cancer. The outgoing U.S. surgeon general previously advocated for clearer labeling on alcohol products to highlight these risks [1]. As new dietary guidelines are expected to be released later this year under Health Secretary Robert F. Kennedy Jr., further changes to alcohol-related recommendations remain a possibility.

The data underscores a long-term generational shift in drinking behavior, with significant implications for public health, social norms, and the beverage industry. As younger consumers continue to redefine their relationship with alcohol, the economic and cultural landscape of American drinking is likely to evolve accordingly.

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[1] Gen Z and young millennials are driving a great American drinking decline, Gallup poll shows (https://fortune.com/2025/08/13/gen-z-drinking-alcohol-attitudes-gallup-survey/)