Abstinence is gaining traction.
What’s happening: A new report from Oar Health found nearly half of regular drinkers participate in Dry January, motivated by health (35%), reducing consumption (21%), weight loss (12%), and post-holiday resets (11%).
Dry run. While 73% completed the challenge, all-out success was hindered by cravings, social pressure, and lack of support. A winning behavior, 89% of participants who incorporated zero-proof drinks made it to the end.
Riding the trend, mood-boosting functional alternatives like TRIP, Recess, and Hiyo are booming, while online grocer Thrive Market’s elimination of alcohol takes temptation out of the equation.
Middle ground. Though US consumption is at an all-time low, not everyone is going cold turkey.
Previous research from Oar Health found 70% of people who want to change their relationship with alcohol seek moderation rather than lifelong sobriety. Still a social elixir, Gen Z is “zebra-striping,” alternating low-ABV booze and NA drinks to stave off hangovers and keep wellness front-of-mind.
Punchline: With alcohol sales undeniably declining, the culture is at a crossroads. A personal choice, meaningful reductions and NA alternatives can keep people feeling healthy without killing the buzz.
