Why Young Americans Are Drinking Less Than Their Parents

Many factors likely at play in changing behaviors related to alcohol consumption.

Non alcoholic beverage options are seemingly everywhere these days. “Mocktails” may have been born during Dry January, but as we enter Sober September, it’s clear they’ve become a full-time option instead of simply a seasonal promotion for select bars and retail beverage stores, along with their N/A beer and de-alcoholized wine counterparts. But as study after study indicates the younger generation is drinking less, what could be behind those numbers? As with most trends, there’s no one single answer.

Not your father’s (or mother’s) non-alcoholic beverage category.

Forget about non-alcoholic drinks for a moment, and just think about the myriad drinking options today’s consumer is presented with. There are numerous beverage options for every occasion and preference. Want to avoid coffee? No problem - try some chai tea. Or some kombucha. Or maybe some golden milk, made with ginger, cinnamon, turmeric and black pepper. Looking for something to drink after a trip to the gym? Move over, Gatorade, you have competition there, too, including from non-alcoholic beer. Global beverage sales are projected to reach $284 billion by 2026, growing nearly 2% per year since 1995. So if you feel like you are bombarded with more beverage options than ever before, it’s not your imagination. 

The lines have also blurred across drink categories. The non-alcoholic bucket used to be defined largely by names like O’Doul’s, first introduced by Anheuser Busch in 1990, that grew to a nearly 50% market share at its peak. Years before brands such as Athletic would flip the perception of N/A beer on its head, regular beer brands sold aspiration through advertising campaigns featuring famous athletes and celebrities, or in the case of A-B’s Bud Light, an epic 80s party dog named Spuds MacKenzie. That has changed as mocktails and even non-alcoholic wine have joined N/A beer into the consciousness of young Americans.

Being social means something different now.

Studies have shown that adult Generation Z members are estimated to be 20% more sober than their older counterparts, and less frequent bar patronage for those in that group old enough to drink alcohol while out is among the symptoms of the trend. If you’ve spent any time around a Gen Zer (<26 years of age), you know their mobile device holds the key to their social lives in more ways than one. Through social media channels such as Instagram, Snapchat and Discord, connection has a different definition than it did for older generations.

Related to social behaviors, it bears mentioning the older end of Generation Z entered their twenties during the pandemic. Just as researchers are studying the effects of COVID-19 on all facets of life, whether that has played a role in less interest in hanging out in bars or restaurants to socialize remains to be seen. It’s something to watch as more reach legal drinking age. In any case, drinking alcohol to “fit in” is not the aspiration it used to be.

A greater focus on health and wellness.

We saved the most popular reason given for drinking less alcohol for last, and it’s the easiest to wrap one’s head around. Various studies have shown that younger Americans are less likely than their parents at the same age to be obese, while also having lower blood pressure or cholesterol, and being more likely to be physically active. With that as a backdrop it’s not surprising they are also drinking less alcohol as well. 

Behavioral health changes are likely at play here, also. There are more mental health resources available than ever before, with the stigma of receiving treatment or therapy not the same as it was for older generations. If the term “mocktail” has permanently entered our vernacular, so, too has “mental health day”, something else that didn’t really exist some years ago. Colleges and universities have also embraced a more holistic approach to wellness, with an increase in on-campus resources and outreach becoming table stakes for attracting new students.

Whatever the reasons, alcohol-alternatives are poised to continue their rapid rise. For the sake of life expectancies and overall happiness, let’s hope it’s a trend that is here to stay for good.