One-third of Americans report drinking less alcohol in the past year
January often marks a period when many Americans choose to temporarily abstain from alcohol. This moment of pause provides an opportunity to reflect on the drinking habits of the past year. Using research from YouGov CategoryView, we take a closer look at how US adults approached alcohol in 2024 – what they drank, how frequently, and where they purchased their beverages. Additionally, we also examine popularity on non-alcoholic beverages and how many plan to abstain from alcohol in January 2025.
What Americans drink most often
Beer remains the most consumed alcoholic beverage, with 35% of adults naming it as their drink of choice. This preference is especially pronounced among adults aged 30-44, where 37% favor beer. Wine follows at 27%, with adults aged 65 and older being the most frequent consumers at 35%. Liquor ranks third at 24%, with consumption highest among adults aged 45-64, where 28% prefer it. Among younger adults aged 21-29, 8% choose ready-to-drink (RTD) cocktails most often. Hard seltzers and hard ciders collectively account for 7% of preferences, highlighting a smaller market presence.
How often Americans drink
Beer drinkers are twice as likely to consume their beverage daily (10%) compared to hard seltzer drinkers (5%). Weekly consumption patterns also show beer’s dominance, with nearly half of beer drinkers (49%) enjoying it several times a week or more, compared to 30% for hard seltzer and 25% for RTD cocktails. Hard seltzer and RTD cocktail drinks are more likely to be consumed once a month or less frequently.
Popularity of non-alcoholic beverages
Consumers aged 21-29 are the most frequent consumers of non-alcoholic beverages, with 4% drinking daily and 27% consuming them at least once a week. In contrast, only 3% of adults aged 65 and older consume these alternatives weekly, with most opting for less frequent indulgence.
Two in five adults who drink non-alcoholic beverage alternatives at least once a week cite health consciousness as the top motivator. This is followed by easy availability (34%) and a desire to avoid intoxication (30%). Other key factors include a preference for the taste of non-alcoholic drinks (26%), avoiding hangovers (23%), and cost considerations, as 18% find these options more affordable than traditional alcohol. Additionally, 17% cite dietary restrictions, 15% mention past negative experiences with alcohol, and 9% don’t want to drink and drive as reasons for their choice.
Where Americans buy alcohol
Grocery stores are the most popular location for purchasing alcohol among weekly drinkers. Some seven in 10 beer, hard seltzer, and RTD cocktail drinkers choose these retailers (68-72%). Liquor stores follow closely, serving 64% of beer drinkers and 67% of hard seltzer drinkers, as well as 68% of RTD cocktail consumers.
Weekly hard seltzer and RTD cocktail drinkers are more likely to buy from gas stations with half of adults (48% and 50% respectively) choosing this option compared to beer drinkers (42%). Similar trends can be seen in delivery apps, where these drinks see higher uptake. Specialty beer shops attract more hard seltzer (27%) and RTD cocktail drinkers (31%) compared to beer drinkers (22%).
As for non-alcoholic beverages, half of adults purchase from liquor or grocery stores (48 and 50% respectively). One third prefer to buy from bars (33%) while one-fifth also prefer gas stations (20%) or specialty beer shops (19%).
Has alcoholic and non-alcoholic drink consumption decreased over the past year?
One-third of Americans say their alcohol consumption decreased in 2024 (33%), with financial constraints cited by 22% of those who cut back. Conversely, 8% report drinking more frequently. Hard seltzer (27%) and RTD cocktail drinkers (24%) are the most likely to have increased their consumption compared to beer drinkers (14%).
Looking at trended research data from CategoryView, alcohol consumption shows a gradual decline in 2024. In March, 69% of adults reported drinking alcohol, but by December, this number had dropped to 59%.
Plan for 2025
According to a recent poll run this month, one in five Americans say they will abstain from drinking alcohol in January 2025.
Daily drinkers are twice as likely as the general population to plan abstinence, with one in 10 reporting intentions to avoid alcohol (10%). This growing interest in temporary abstinence perhaps reflects a trend toward mindful consumption, particularly among frequent drinkers.
Methodology: YouGov Beer and Hard Seltzer CategoryView collects data on brands & consumers across the US every month. The data is based on the interviews of more than 26,000 American adults aged 21+ between March 1st and December 31st, 2024.