Every January, millions of people around the world take a break from alcohol in a movement known as Dry January.
What started as a public health campaign in the U.K. has turned into a global phenomenon, embraced by individuals looking to reset after the holidays, explore mindful drinking, or simply see how they feel without alcohol.
Beyond personal wellness, Dry January provides valuable insights into evolving consumer behaviors and market trends, offering a compelling case study for market researchers like us!
Gen Z and the rise of the sober curious movement
To fully understand the shifting landscape of alcohol consumption, we must first examine Gen Z’s role in redefining social norms.
This generation, born between the late 1990's and early 2010's, is at the forefront of the sober curious movement, which is driving significant market shifts:
Lower regular consumption: only about 18-20% of Americans 21-28 report regularly consuming beer, wine, or spirits. In contrast, 31% of Millennials reported regular beer consumption, and 30% for wine. (source)
Increased abstinence: approximately 21% of individuals aged 18-27 in the U.K. identify as teetotalers, meaning they have never consumed alcohol or have stopped drinking altogether. (source)
Growing interest: the share of U.S. Gen Zers who plan to reduce their alcohol consumption increased by 53% from 2023 to 2024, with 61% saying they planned to cut back in 2024 compared to 40% who said the same in 2023. (source)
Alternative social spaces: in urban centers like New York City, alcohol-free venues such as board game cafes and late-night coffee shops are gaining popularity among young adults, reflecting a desire for social interactions that don’t revolve around drinking. (source)
The traditional association between socializing and alcohol is evolving. Gen Z's preference for sobriety is contributing to a decrease in the social stigma previously associated with abstaining from alcohol. This generational shift presents an opportunity for brands to innovate and cater to a more health-conscious and inclusive audience.
By examining how Gen Z is changing the conversation around alcohol, we can better contextualize broader consumer behavior shifts and market trends that will continue shaping the industry for years to come.
Dry January participation is growing
This year, participation hit new highs. In 2025, 54% of U.S. adults who consume alcohol reported being at least ‘somewhat likely’ to participate in Dry January, showing a steady increase from previous years. (source)
The ‘sober curious’ movement has also gained momentum on social media, particularly among younger audiences: a whopping 73% of TikTok users expressed interest in Dry January in 2024, nearly double the rate of non-TikTok users. (source)
For some, Dry January means total abstinence, while others adopt a more flexible approach. Personally, I had a ‘Damp’ January, making it 27 days until a complimentary Delta Airlines Bloody Mary proved irresistible.
The non-alcoholic beverage market is booming
The rise of low- and no-alcohol alternatives isn’t a passing trend - it’s actively reshaping the beverage industry. The global non-alcoholic beverage market is valued at approximately $1.46 trillion and is projected to grow at a 6% CAGR over the next five years. (source)
More specifically, the non-alcoholic beer segment in the U.S. is expected to grow at a 7.1% CAGR, reaching $5.53 billion by 2034. (source)
As brands continue to refine flavors and innovate, non-alcoholic options are moving beyond beer into sophisticated alternatives like alcohol-free spirits and mocktails.
Consumer behavior is changing while social pressures persist
The market shift toward mindful drinking reflects broader lifestyle changes. A recent survey found that 56% of Dry January participants were ‘very’ or ‘somewhat’ interested in mocktails and other non-alcoholic drinks. (source)
However, the decision to cut back on alcohol isn’t always easy in social settings. 50% of alcohol drinkers still choose alcoholic beverages in social situations due to perceived social judgment, despite being open to non-alcoholic alternatives. (source)
This highlights a key challenge for brands: making alcohol-free options feel just as fun and socially acceptable as their boozy counterparts.
Wellness benefits continue to drive interest
With recent guidance from the U.S. Surgeon General highlighting the risks of regular alcohol consumption, consumers are increasingly re-evaluating their drinking habits.
In addition to the risks that have been highlighted in recently published studies, we’re seeing increasing discussion regarding the positive effects of abstaining from alcohol for a month (or longer!): improved sleep, better hydration, clearer skin, and even weight regulation.
Experts also note that cutting back on alcohol can have mental health benefits, such as reduced anxiety and better cognitive function, helping individuals feel more focused and energized throughout the day.
Many individuals who have participated in Dry January report a noticeable improvement in their daily lives. Some say they wake up feeling more refreshed, while others highlight an increase in productivity and a more balanced mood. A recent survey in the U.K. found that 82% of Dry January participants felt a sense of achievement by the end of the month, and 63% reported adopting healthier drinking habits moving forward. (source)
Given these positive effects, it's no surprise that so many consumers return to Dry January year after year - even if they don’t remain fully alcohol-free long-term. With health and wellness being a growing priority, and the risks of regular alcohol consumption being more broadly understood, brands and businesses in the beverage industry should take note of this sustained shift in consumer behavior.
Key takeaways for brands and market researchers
The sober-curious movement is not just a passing trend or a temporary pendulum swing following the rise of alcohol consumption during the pandemic - it’s a fundamental shift in how consumers approach alcohol consumption. With growing awareness of the health benefits of reducing alcohol intake, brands have an opportunity to engage with consumers in a more meaningful way.
From a market research perspective, Dry January serves as a fascinating case study in shifting consumer priorities. As interest in alcohol-free alternatives grows, brands that embrace innovation, transparency, and inclusivity will have an edge. Whether it’s through better-tasting non-alcoholic beverages, improved social acceptance of sober-friendly choices, or creative marketing strategies that cater to the ‘sober curious’ consumer, this is a space that’s ripe for growth.
As market researchers, we’re always watching how cultural movements translate into lasting consumer behavior. Will Dry January participants extend their habits beyond the month? Will the non-alcoholic market sustain its momentum? As Dry January’s influence grows, brands and researchers alike will be watching - mocktail in hand - to see how these trends shape the future of the beverage industry.
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