A recent survey conducted by the Beer Institute revealed some interesting insights into the preferences and motivations of consumers participating in ‘Dry January’ or ‘Damp January’. According to the survey, 22% of these consumers prefer non-alcoholic (NA) beer, while 10% choose NA liquor and 13% prefer NA wine. The top reasons cited for participating in Dry or Damp January were improving wellness (49%) and saving money (48%).
It was found that 60% of Americans participating in Dry January believe that low- and no-alcohol beer helps them achieve their moderation goals, representing a year-over-year increase of two percent. This indicates a growing trend towards moderation and healthier choices among consumers.
Brian Crawford, president and CEO of the Beer Institute, emphasized the role of beer as a beverage of moderation and highlighted the increasing popularity of low- and no-alcohol beers. He stated, “Beer lovers across the country are turning to low- and no-alcohol beers as their go-to choice to meet moderation goals. America’s brewers are rising to the occasion with innovative, flavorful choices that combine quality and responsibility—proving once again that beer is leading the way in meeting consumer demands.”
The survey, conducted by Morning Consult on behalf of the Beer Institute, polled 2,082 adults aged 21 or older between January 2-6, 2025. The data was weighted to approximate a target sample of adults 21+ based on age, gender, race, educational attainment, and region, with a margin of error of plus or minus two percentage points.
Andrew Heritage, chief economist at the Beer Institute, highlighted the rapid growth of the non-alcoholic beer segment within the industry. He noted, “Non-alc beer is the fastest growing segment in the beer industry, consistently growing by double digits over the past few years. This increase reflects a broader consumer recognition in their options when moderating their alcohol intake, without sacrificing flavor or quality.”
As consumer preferences continue to evolve, the beer industry is adapting to meet the demand for low- and no-alcohol options. The growth of the non-alcoholic beer category indicates its potential for sustained growth and long-term market share.
In conclusion, the survey results provide valuable insights into the increasing popularity of low- and no-alcohol beer among consumers participating in Dry or Damp January. With a focus on wellness and moderation, consumers are turning to non-alcoholic options to meet their goals while still enjoying flavorful and high-quality beverages. The beer industry is responding to this trend by offering innovative choices that cater to the evolving preferences of consumers, signaling a bright future for the non-alcoholic beer market.