Economic and demographic factors in U.S. alcohol demand: A growth-accounting analysis

During the 1980s, per capita consumption of absolute ethanol in the U.S. declined by 14 percent. In 1979, consumption was 2.94 gallons per capita compared to 2.52 gallons in 1989. The objective of this paper is to explain the decline in consumption, both for total ethanol and by beverage. The historical growth of ethanol demand is decomposed into several components, with emphasis on the role of relative prices, real income, and demographic factors. Using the Rotterdam model of a demand system, I first estimate the conditional demand for ethanol for each of the three beverages (beer, wine, distilled spirits). Second, I estimate the composite demand for total ethanol. Both sets of estimates are obtained using quarterly data for the period 1974–90. The estimates are tested for conformity with the theoretical restrictions of homogeneity, symmetry, and negativity. The decomposition analysis indicates a positive net effect for the combined impact of autonomous trend, real income growth, and relative price changes, both for total ethanol and each of the three beverages. The negative growth of per capita ethanol consumption is attributable to an increase in the proportion of the population aged 65 and over and a simultaneous decline in the proportion of the population aged 18–29.