As younger consumers grow increasingly comfortable with abstinence, and the non-alcoholic sector grows, brands and retailers should reconsider how to approach Dry January.
The US is leading the global shift toward non-alcohol beverages, with an 18% projected annual growth rate from 2024 to 2028, according to EMARKETER's "Alcohol 2025" report.
- Only half of US consumers in the 18-35 age group consume alcohol, compared with 70% of 35-54-year-olds, according to a July 2024 survey from Gallup.
- Dry January was only slightly drier than last year for beer and liquor sales, with average spend per customer on wine seeing a slight increase from $19.86 to $20.60, according to data from research firm Attain.
While Dry January remains a cultural trend, experts stress that brands should consider consumption habits throughout the year, and how drinking less relates to the broader values of their core audiences.
