Have you had a drink yet this year? For a growing number of Americans, the answer to that question is no—and they’re not going to drink again until February. They’re embracing the Dry January movement, which along with Sober October makes up the detoxing bookends of the often-indulgent holiday season.
Such planned sobriety periods—along with health concerns—are helping drive the recent explosion in the low- and no-alcohol beverage market, which includes near beer, mocktails, kombucha and CBD-infused drinks. Sales of alcohol alternatives shot up 30% in 2023, surpassing $500 million. Analysts project that the zero-alcohol alternative drinks market will grow by more than 25% through 2026 with low-alcohol beverages growing at a smaller but still healthy 5.9%.
To be clear, the U.S. still loves to drink. More than 7 in 10 Americans over the age of 21— including strong majorities across generations, genders and ethnicities—consume alcoholic beverages, according to a recent Harris Poll survey. Only 28% of respondents drink a mock alcoholic alternative at least occasionally—more than twice as many say they have never tried one (70%).