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Half of US consumers to drink less in 2025
Nearly half of Americans are planning to consume less alcohol in 2025, as 30% of drinkers are thought to be taking part in Dry January.
Market researcher NCSolutions asked 1,131 US adults aged 21 and over about their drinking habits for its latest survey, following similar polls it conducted in 2023 and 2024.
According to the survey, the number of people taking part in this year’s Dry January – a month-long abstinence from alcohol – marks an increase of 36% from 2024.
Furthermore, 49% of Americans stated they would lower their alcohol consumption this year – a rise of 44% since 2023.
In 2023, 34% of Americans said they planned to cut their alcohol intake, with the figure increasing to 41% for 2024.
More than two-thirds (65%) of Gen Z drinkers aim to consume less alcohol in 2025, more than other generations. By comparison, 57% of Millennials, 49% of Gen X and 30% of Boomers plan to cut back.
In addition, 39% of Gen Z consumers plan to adopt a dry lifestyle throughout the entirety of 2025. Only 19% of Millennials and Gen X, along with 10% of Boomers, said they would abstain from alcohol this year.
NCSolutions said this highlighted a ‘significant shift’ towards the sober curious movement for Gen Z compared with older generations.
Nearly one in five (19%) Gen Z respondents said they didn’t drink any alcohol in 2024, a percentage similar to Millennials (18%) and Gen X (19%).
More than a quarter (28%) of Gen Z and Millennials have tried an alcohol-free drink endorsed by a celebrity or influencer.
Over the last year, 37% of Americans said they have noticed more restaurants, bars and stores offering non-alcoholic options. When it comes to buying alcohol-free drinks, more than a third (37%) of consumers headed to grocery stores and 30% went to a superstore. Only 20% of purchases were made in restaurants.
“As more consumers, especially younger ones, embrace a sober-curious lifestyle, we’re seeing a change in purchasing behaviour following this cultural shift,” said Alan Miles, chief executive officer, NCSolutions.
“NCS data shows the demand for new non-alcoholic beverage options grew steadily over the last three years. Beverage brands are meeting and contributing to this demand with new non-alcoholic products on the shelves.”
Research by Alcohol Change revealed 29% of the UK is planning to take part in the charity’s month-long alcohol-free challenge.
According to recent data gathered by pub owner and brewer Greene King, 20% of Gen Z view Dry January as outdated.
In the January 2025 issue of The Spirits Business, we explored how the on-trade is taking a more optimistic approach to the typically dry month.
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