Why 36% of Americans are Drinking Less Alcohol in 2026

More than one in three Americans who drink alcohol (36%) say they are drinking less than they did a year ago, while only 5% report drinking more. The most common reason for cutting back is simply a reduced desire to drink (50%), followed by health concerns (35%) and cost (20%). The findings reflect a broader shift toward moderation, with personal wellness and affordability outweighing social habits for many consumers.

This continued movement toward mindful consumption is reshaping beverage purchasing and social occasions, creating opportunities for restaurants, bars, grocery retailers, beverage manufacturers and wellness-focused brands that can meet growing demand for premium nonalcoholic options, healthier choices and experience-driven offerings.