How America’s Shift to Alcohol Moderation Is Reshaping the Beverage Industry and Consumer Trends
The shift towards alcohol moderation in America is profoundly impacting the beverage industry and consumer trends. This trend is characterized by a significant decline in alcohol consumption, with 54% of U.S. adults now reporting they consume alcohol, down from historic highs. The belief that moderate drinking is bad for health has reached a new peak, influencing consumer behavior.
Key factors driving this moderation include health concerns, economic pressures, and shifting cultural norms. Gen Z plays a crucial role in this trend, with a greater emphasis on wellness and alternative social activities. The market is responding with a rise in no/low alcohol products, RTDs, and low-ABV options, which are gaining popularity across all demographics.
As consumers increasingly opt for single-category occasions and prioritize moderation, the beverage industry is adapting by expanding its no/low alcohol offerings. This shift not only reflects changing health attitudes but also indicates a broader cultural shift away from heavy drinking.


