Overview

• A Gallup poll conducted July 7–21 finds just 54% of American adults report drinking, the lowest rate since 1939.
• For the first time in its history, Gallup records a majority (53%) of respondents saying moderate drinking is unhealthy.
• Recent-use measures hit new lows with only 24% drinking the previous day, 40% abstaining for over a week and a seven-day average of 2.8 drinks.
• The steepest declines occur among adults 18–35, women, non-Hispanic white adults and Republicans, signaling shifting demographic patterns.
• Despite reduced self-reported drinking, NIQ data show total alcohol sales fell by less than 1% in 2024, suggesting market resilience and category substitution.