As the month draws to a close, the low-and-no category is seeing heightened awareness in 2025, with approximately 30% of Americans participating in Dry January, marking a 36% increase from 2024.
High growth rates for no-alcohol RTDs have helped the segment achieve its highest volumes to date. No-alcohol spirits are forecasted to grow at an 18% CAGR between 2024 and 2028, according to IWSR, benefitting from heightened awareness through new product launches. Millennials hold the largest share of no-alcohol drinkers across all age cohorts.
Non-alcoholic beverage volumes remain a fraction of total beverage alcohol, with U.S. retail sales reaching $823 million in 2024, while alcoholic beverages reached $112 billion, according to Nielsen IQ. The category still faces challenges like limited availability and high prices.
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