Key Points on Younger Americans Drinking Less and Impact on Summer Vacation Plans:
Drinking Trends:
69% of U.S. adults aged 21 and above consume alcoholic beverages at some point during the year, with this percentage rising to 74% among 21- to 34-year-olds.
However, 64% of drinkers aged 21 and above, and 72% of those aged 21-34, report drinking less now compared to a year ago. Motivations for cutting back include improving physical and mental health, lack of enjoyment, reduced influence from friends, and cost considerations due to rising beer prices in 2023.
Summer Drinking Plans:
Among Americans aged 21 and above, 24% anticipate drinking less this summer, while 19% expect to drink more. In contrast, only 12% of the general population (21+) plan to drink more, with 24% planning to drink less.
Younger adults under 35 are more likely to choose to drink less this summer, with a significant portion (25%) planning to have alcohol-free vacations.
Dry Tripping Trend:
"Dry tripping," or taking alcohol-free vacations, is gaining popularity among 21- to 34-year-olds. 75% of this age group who consume alcohol intend to take a vacation in the next 90 days. Among them, 63% plan to have at least one alcohol-free vacation, with 32% considering multiple dry trips.
Motivations for Drinking Less:
Younger drinking-age Americans (under 35) have distinct motivations for cutting back on alcohol consumption, including improving mental health, relationships, reduced peer influence, and cost concerns. This group is more likely than the general population to cite these reasons for reducing alcohol intake.
The trend of drinking less, particularly among younger adults, is expected to continue into the summer, with a significant portion opting for alcohol-free vacations, reflecting evolving consumer preferences and health-conscious choices in the alcohol consumption landscape.
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