The Global Drinking Decline

Drinking habits are shifting across the globe, with younger generations drinking less than those before them, and “sober curious” lifestyles becoming mainstream. As behaviours towards drinking are changing, more people are questioning how alcohol fits into their long-term health. 

New research from health insurance comparison service iSelect reveals just how widespread that shift has become. By analysing alcohol-related search behaviour month on month from December 2024 to November 2025 across countries, cities and states, the data highlights where interest in drinking is falling fastest, and where health awareness and alcohol-free alternatives are gaining momentum. 

Rather than tracking what people are physically consuming, the research looks at what they’re searching for. Search behaviour reflects curiosity, intent and changing attitudes, often before those shifts show up in official consumption data. The results point to a clear global trend: alcohol is losing its grip, and healthier choices are gaining ground. 

What are the top countries leading the decline in drinking? 

Across the globe, several countries are showing a clear shift away from alcohol, alongside growing awareness of the health benefits of cutting back. Based on the combined index score, the top 10 countries showing interest in drinking less alcohol are Finland, Germany, Switzerland, France, Chile, the Netherlands, Slovakia, Hungary, Portugal and Belgium. Together, these nations represent a broad range of drinking cultures, with nine European countries joined by Chile as the only Latin American country to appear in the top tier. These countries rank highly for alcohol health awareness, show falling interest in alcohol consumption searches, and record meaningful engagement with alcohol-free alternatives. 

In many of these markets, searches linked to the health impacts of drinking have risen sharply over the past year. People are actively looking up topics such as alcohol-related health risks, safe drinking limits and the benefits of reducing intake. At the same time, interest in non-alcoholic beers, zero-proof spirits and sober social options has surged. That combination suggests a conscious shift rather than a temporary pause.  

As Andres Gutierrez, General Manager – Health at iSelect, explains, “Search behaviour tells us people are thinking more critically about alcohol and how it fits into their lives. We’re seeing growing awareness of health impacts paired with genuine curiosity about alternatives, which points to longer-term behavioural change.” 

Finland leads the global rankings with a healthy drinking score of 76.5. It records the highest level of alcohol health awareness searches in the dataset, at 3,374 searches per 100,000 people, alongside a 10.16% average monthly increase. At the same time, alcohol consumption-related searches are falling, with a −4.34% average monthly decline. 

Other countries in the top 10 show similar trends. Germany combines strong growth in alcohol health awareness (+15.81% monthly change) with declining interest in alcohol consumption (−3.91%), while Switzerland records one of the steepest monthly drops in alcohol consumption searches globally (−6.59%). In France, alcohol consumption interest is also declining rapidly (−7.36% average monthly change), alongside rising interest in alcohol-free alternatives (+5.35%).  

Which Australian states are cutting back? 

Australia is also a huge part of this global movement, and this trend is driven by rising health-related searches and increase in interest around alcohol-free options. States with large metropolitan populations lead the way, particularly those where wellness culture and fitness trends are more established. Major cities within these states are also showing notable shifts, and urban Australians appear more likely to explore mindful drinking, temporary sobriety and alcohol alternatives. This suggests that cultural change in Australia is being driven from city centres outward.  

Gutierrez notes that this aligns with what iSelect sees more broadly across health-related behaviours, adding, “More Australians are taking a preventative approach to health. Reducing alcohol is part of that picture, alongside better nutrition, mental wellbeing and long-term health planning.” 

The Australian Capital Territory ranks highest nationally, with a healthy drinking score of 73.5. This is supported by relatively high alcohol health awareness (1,040 searches per 100,000 people) and declining alcohol consumption interest (−0.89% average monthly change). South Australia, New South Wales and Queensland follow, each showing declining alcohol consumption searches alongside stable or modest health awareness levels. In South Australia, alcohol consumption interest is falling by −2.27% per month, while New South Wales and Queensland record declines of −1.77% and −1.75%, respectively. 

By contrast, Victoria and Tasmania rank lower. Victoria records higher alcohol consumption searches per capita (115,493 per 100,000 people) and a smaller monthly decline (−1.68%), contributing to a lower overall Healthy Drinking Score of 46.7. The data suggests that while interest in drinking is easing across most states, some regions are moving more decisively than others. 

UK cities with the biggest drop in alcohol interest 

UK cities follow a similar trend, and the decline in alcohol-related search interest varies sharply by city. Across many UK cities, searches for hangover remedies and heavy drinking are declining, replaced by queries focused on moderation and wellness. Leeds and other major northern cities are seeing growth in searches related to alcohol-free alternatives, suggesting the sober-curious culture is evolving beyond the capital. Leeds tops the UK city rankings with a healthy drinking score of 70.5. The city records high alcohol health awareness (1,513 searches per 100,000 people) and strong interest in alcohol-free alternatives (4,422 searches per 100,000, increasing by 1.43% per month). Similarly, Manchester records 950 searches per 100,000 people for alcohol-free alternatives, indicating sustained interest alongside declining alcohol consumption searches (−0.47% average monthly change).  

London, on the other hand, shows high overall engagement with alcohol, but the rate of growth is slowing. The city records extremely high alcohol consumption-related search activity at 278,697 searches per 100,000 people, despite a −2.31% monthly decline. In contrast, several regional cities are seeing sharper drops in alcohol consumption interest alongside rising searches linked to health and alcohol-free living. This contributes to London’s lower healthy drinking score of 43, suggesting that while interest in drinking may be easing, it remains more embedded in the capital than in many regional centres. 

Other regional cities, including Coventry (56.3), Stoke-on-Trent (54.5) and Preston (53.4), also rank ahead of many larger metropolitan areas. These cities tend to combine lower alcohol consumption interest with steady engagement in health and moderation-related searches. 

US states where drinking is fading fast 

In the US, there are also clear differences in drinking behaviour across various states. The strongest performers are concentrated in the north-east. New Hampshire leads with a healthy drinking score of 78.1, followed by Massachusetts (76.8) and Vermont (76.6). These states combine relatively high alcohol health awareness with falling alcohol consumption interest and growing engagement with alcohol-free alternatives. For example, Massachusetts records 712 alcohol health awareness searches per 100,000 people, alongside a −1.67% average monthly decline in alcohol consumption searches. 

States such as California (66.8) and New York (61.0) also show declining interest in alcohol consumption, though at a more moderate pace, reflecting large populations with mixed urban and regional behaviours. By contrast, states including Arkansas (40.1) and Missouri (42.7) sit towards the bottom of the rankings, with slower declines in alcohol consumption interest and lower engagement with alcohol-free alternatives. 

So, what’s driving the global drinking decline? 

Several themes arise consistently throughout all places analysed. First and foremost, health and fitness awareness are primary motivators in the alcohol-free movement. More people are looking for information on how alcohol impacts their sleep, mental health, heart health, and overall wellbeing. Alcohol-free alternatives are also contributing significantly to the global drinking reduction. The quality and availability of non-alcoholic beverages have greatly improved, making it simpler to opt out without feeling excluded. 

Lastly, cultural and generational change underpins both trends. Younger adults are more comfortable socialising without alcohol, prioritising control, clarity and balance over traditional drinking norms.  

Gutierrez says these shifts reflect broader changes in how people approach health. 
“We’re seeing a move away from short-term habits towards long-term wellbeing,” he said. For many, cutting back on alcohol is less about restriction and more about feeling better day to day.” 

Why this matters for health-conscious Australians 

While this research tracks search behaviour rather than consumption, it highlights a clear direction of travel. People are thinking differently about alcohol, and those thoughts are increasingly translating into action. For health-conscious Australians, that shift brings new opportunities to prioritise wellbeing, reduce health risks and make informed choices about the future. 

It also reinforces the importance of long-term health planning. As drinking habits change, so too do conversations around preventive care, lifestyle risks, and health cover.