Source: Trace One

Sept. 2. Did you notice fewer people drinking over the holiday weekend, or out at a restaurant recently? If so, it’s part of a trend. In 2019, North Carolina recorded its highest share of adults who drink at 53.3%. But by 2023, that share had fallen to 49.2%—a decrease of 4.1 percentage points.

Millions of Americans no longer drink, according to a new study from Trace One, a product lifecycle management company. In 2023, 52.3% of U.S. adults reported alcohol use in the past month—down from a peak of 56.7% in 2014, meaning nearly 2 million fewer Americans are drinking compared to the previous decade.

Moreover, Google Trends data show searches for non-alcoholic beer, zero-proof drinks, and mocktail recipes have surged in recent years, reflecting a growing consumer shift toward alcohol-free options.

Click here for the states where alcohol use has declined the most, based on the latest data from the Substance Abuse and Mental Health Services Administration (SAMHSA).

A recent Gallup poll finds that only 54% of Americans drink—near a 90-year low—as more adults view even moderate drinking as a health risk. At the same time, the market for alcohol alternatives has exploded, with non-alcoholic beer, mocktails, and zero-proof spirits moving from niche offerings to mainstream demand.