The driving force behind these changes has been members of Generation Z and younger millennials.
Generation Z and younger millennials are increasingly rejecting alcohol, changing the culture of consumption in the US, Europe, and Australia.
In various countries around the world, a steady decline in alcohol consumption is being recorded, with the younger generation playing a key role in this process, reports IFLScience. Data from sociological surveys and studies indicate that more and more people are not only abstaining from alcohol for long periods but are also completely excluding it from their lives.
According to a recent Gallup poll, the share of adult Americans who reported consuming alcohol has dropped to 54% — the lowest figure in the past 90 years. In comparison, in 2024, this figure was 58%, and in 2023 it was 62%. At the same time, the average amount consumed is also decreasing: in 2025, alcohol consumers averaged 2.8 drinks per week compared to 3.8 the previous year and nearly 4 drinks over the previous seven years.
Researchers note that the driving force behind these changes has been members of Generation Z and younger millennials. Among Americans aged under 35, only 62% reported consuming alcohol, whereas twenty years ago this figure was 72%. This means that young people are significantly less involved in alcohol culture than previous generations.
This trend is also observed outside the US. In Australia, researchers from Flinders University found that people born between 1997 and 2012 are 17 times more likely to completely abstain from alcohol compared to baby boomers. Even young Australians who do drink do so significantly less often than older age groups.
In the UK, media reports indicate that the average number of alcoholic drinks per person has decreased to 10.2 in 2024, whereas two decades ago this figure was around 14. Analysts speak of systemic changes in attitudes towards alcohol that can no longer be attributed to a short-term trend.
The reasons for this shift are varied. Researchers cite increased attention to health, changing social norms, and reduced pressure to "drink for company." At the same time, less positive factors also play a role, particularly the rising cost of living. Gallup poll authors also point to demographic changes and the substitution of alcohol with other substances.
