Photo Courtesy of Trace One Analysis of Google Trends Data
According to a new report, alcohol consumption in Washington State has decreased substantially. This follows nationwide trends that alcohol consumption has shifted noticeably in recent years, with a growing share of adults choosing to drink less — or not at all.
WHY HAS ALCOHOL CONSUMPTION DECREASED NATIONWIDE?
Public health experts point to a combination of factors driving this trend, including increased awareness of alcohol’s health risks, the expansion of cannabis legalization, and changes in social habits as more young people connect online rather than in person. Shifting cultural norms, a broader focus on wellness, and evolving alcohol beverage labeling requirements have also played a role in reshaping drinking behaviors and consumer choices across the country.
At the same time, the market for alcohol alternatives has expanded rapidly. Internet searches for products such as non-alcoholic beer, zero-proof cocktails, and other alcohol-free beverages have surged, reflecting both consumer curiosity and growing retail availability. Beverage companies have responded by rolling out new product lines and catering to consumers who want the taste and social experience of drinking without the intoxicating effects.
This report, conducted by the food and beverage software company Trace One, uses data from the Substance Abuse and Mental Health Services Administration (SAMHSA) to examine national-level trends in alcohol use and Google search data to track the rapid rise in online interest for alcohol alternatives. It then compares current alcohol use rates across states and examines how those rates have changed over time.
HOW DOES WASHINGTON STATE COMPARE?
While northern states have higher rates of alcohol use, many have experienced large declines in recent years. Similarly, Washington State has seen a drop in its share of adults who consume alcohol. Meanwhile, interest in alcohol alternatives has grown. The report, using federal data, found that in 2023, 56.6% of adults in Washington reported consuming alcohol in the past month, down from a peak of 61.8% in 2015.
Google Trends search data show that interest in alcohol-free beverages has surged in recent years. This phenomenon has effectively transformed this niche market into a mainstream category. Searches for “NA beer”—a product that historically carried a poor reputation—have increased nearly tenfold over the past decade. Meanwhile, searches for “zero proof” drinks and “mocktail recipes” have grown from virtually nonexistent to widely popular. Both of these search terms have reached record highs in recent years.
This surge in consumer interest has reshaped the beverage industry. Athletic Brewing, often credited as a pioneer in the modern non-alcoholic beer market, has built a loyal following by emphasizing flavor and quality on par with traditional craft beer. In response, both large and small breweries have entered the space, offering non-alcoholic versions of flagship beers and developing entirely new alcohol-free product lines.
Major beverage companies have expanded beyond beer into alcohol-free spirits, wines, and ready-to-drink mocktails. Global brands such as Heineken, Guinness, and Budweiser have launched NA versions of their best-known products, while spirits companies have invested in zero-proof gin, whiskey, and tequila alternatives. The growing availability of these products reflects a broader shift: alcohol alternatives are no longer seen as an afterthought for the sober or “designated driver,” but as a legitimate category catering to a much wider audience.
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