The growing popularity of Dry January and Sober October
Dry January began in the UK in 2013 as a public health campaign by Alcohol Change UK, and has since become a growing consumer trend Worldwide. In 2024, 21% of U.S. adults aged 21+ participated in Dry January, highlighting how mainstream the movement has become. Sober October, though slightly younger and less popular, is also gaining more and more momentum, with around 1 in 4 of U.S. adults planning to participate in 2024, compared to 10% in 2023. (BRC)
Sober October, nicknamed Dry January’s spooky cousin (okay, we nicknamed it that), gives people a second opportunity to reassess their relationship with alcohol ahead of the holidays, check off some boxes from last January’s “New Year’s resolution” lists, or simply reset after some summer shenanigans. We see you, booze cruisers!
The non-alcoholic beverage boom
It’s no surprise that the sober curious movement and the growing popularity of these challenges are directly contributing to the explosive growth of the non-alcoholic beverage market. The global non-alcoholic sector, especially in the U.S., is continuing to experience significant growth, expected to reach $2 trillion by 2030, with a 7.4% CAGR.(GVR)
This surge isn’t just from sober individuals; it’s also driven by people interested in reducing their alcohol intake without giving up the social or sensory experience of drinking.
Sales of non-alcoholic drinks are booming, with the low- and no-alcohol sector currently valued at over $13 billion globally. Younger generations, Millennials and Gen Z, are the key drivers behind this trend, as they prioritize wellness and mindful consumption. (BCG)
Why people are embracing sober months
One of the main motivators for participating in Sober October and Dry January is the desire to improve physical and mental health. Studies show that cutting out alcohol for even just a month can result in better sleep, weight loss, improved skin, and enhanced focus. The University of Sussex found that nearly 70% of Dry January participants report better overall health after completing a sober month challenge. (Sunnyside)
Additionally, many who participate in these challenges go on to moderate their alcohol consumption throughout the year, furthering the longevity of the trend.
These challenges are particularly popular with those who describe themselves as "sober curious" people who don’t identify as sober but are interested in reducing alcohol consumption for health or lifestyle reasons. The phrase "sober curious," coined by author Ruby Warrington, describes this consumer mindset and has helped expand the non-alcoholic category.
Driving innovation in non-alcoholic brands
With more people seeking alcohol alternatives, the non-alcoholic beverage market has become one of the most innovative and fastest-growing sectors in consumer packaged goods. (CPG) Brands are constantly developing new flavors and products to meet this demand. By now, you’ve probably heard of brands like Ghia, De Soi, and Recess, which offer functional, alcohol-free alternatives. However, more and more brands, such as Figlia, Monday Gin, Nonny Beer, and Surely, are gaining popularity by offering a wide variety of sophisticated non-alcoholic options that replicate the sensory experience of traditional cocktails, beers, and wines.
This past year, we’ve also seen major beverage brands hopping on the trend, with companies like Heineken specifically marketing toward sober-curious individuals through non-alcoholic events hosted by “Nommeliers” (non-alcoholic sommeliers). It’s clear that brands are moving beyond just producing alternatives; they are working to provide drinks that offer the same complex flavors and textures as alcoholic beverages. This has led to the rise of “social tonics,” often including adaptogens, CBD, or THC, from brands like Wims and Cann, offering options for “California Sober” individuals.
What’s next for the non-alcoholic trend?
As Dry January and Sober October continue to gain traction, the non-alcoholic sector will likely see even more growth. Some participants in these months find themselves adopting long-term habits that include regular consumption of alcohol-free products. In fact, studies have found that over 62% of Sober October participants plan to remain alcohol-free for the remainder of the year. (BRC)
In the coming years, we can expect more brands to emerge, catering to diverse consumer tastes. The non-alcoholic beverage trend is becoming a year-round movement, appealing to everyone from health enthusiasts to social drinkers, while offering much-needed options to those who are committed to remaining sober by choice or otherwise.