More than one-third of adults have reduced or limited their alcohol consumption in the past year, according to “Sober Curious Gains Ground With Younger Crowd,” a new infographic by SMARTeam, Advantage Sales’ consumer goods insights team.

Nearly half (47%) of younger drinkers ages 22 to 35 say they have made an effort to decrease their alcohol use, while one-fourth of these adults say they have stopped consuming alcohol. Gen Z Americans are very health-conscious, with two-thirds refusing to smoke and drink alcoholic beverages.

In the past year, U.S. non-alcoholic beverage sales increased 33% to $331 million, according to NielsenIQ.

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