Nearly half of Americans aged 21 and older (49%) plan to reduce their alcohol consumption in 2025, according to a survey. This marks a 44% increase since 2023, reflecting the growing "sober curious" movement influenced by health, financial, and lifestyle considerations.
Generation Z is at the forefront of this shift: 65% percent intend to drink less, and 39% aim to adopt an entirely alcohol-free lifestyle throughout the year. Dry January participation has also surged, with 30% of Americans abstaining from alcohol this month—a 36% rise from 2024.
Motivations for Reducing Alcohol Use
Key reasons for reducing alcohol consumption include improving physical health, mental health, and saving money. Among non-drinkers, additional motivations include simply "not wanting to drink" (52%) and concerns about addiction (28%). Furthermore, NCSolutions found that 33% of non-drinkers cited disliking alcohol’s taste.
Growing Interest in Alcohol-Free Options
Nonalcoholic (NA) beverages continue to gain popularity, with 58% of Americans planning to try an NA beverage in 2025. This trend spans the broader population and includes cannabis-infused drinks. More than 1 in 4 Americans expressed interest in trying THC- or CBD-infused beverages, with Gen Z (38%) and millennials (37%) showing the most enthusiasm.
In social settings, 13% of respondents reported ordering NA beverages to fit in, and 22% plan to visit sober bars in 2025. Interest in alcohol-free spaces is particularly strong among Gen Z, with 41% expressing plans to visit sober bars.
Social Challenges for Non-Drinkers
Non-drinkers face unique challenges: Among non-drinkers, 30% feel judged for abstaining, and over 2 in 5 (41%) reported being asked why they don’t drink. The survey highlights evolving social dynamics around drinking, with shifting preferences favoring mindful consumption.
Survey Context and Methodology
The survey was conducted in December 2024 and included 1131 Americans aged 21 and older. Results were weighted to reflect the US population by age, gender, region, and other demographic factors. Coupled with purchasing data, the findings indicate changes in drinking habits and an increasing interest in alcohol-free products.
Reference:
NCSolutions. The sober curious nation: 2025 alcohol survey findings. NCSolutions website. Published December 2024. Accessed January 22, 2025. https://ncsolutions.com/the-goods/sober-curious-nation-alcohol-survey/
