Beer Institute survey shows non-alcoholic beer gaining momentum

Dry January spelled out with letter dice

A recent survey from the Beer Institute reveals that non-alcoholic beer continues to rise in popularity as Americans embrace Dry January and mindful drinking trends. Conducted by Morning Consult, the poll found that 60% of Dry January participants believe low- and no-alcohol beer helps them achieve their moderation goals. This marks a 2% increase from last year’s survey, reflecting the growing demand for alcohol-free options. The survey highlights significant shifts in consumer preferences and reinforces the notion that beer remains a top choice in the evolving non-alcoholic beverage landscape. Let’s dive into the key findings and what they mean for the beer industry. From the press release:

“Beer has always been the beverage of moderation, and that’s even more clear as consumers find ways to balance Dry January with staying socially connected,” said Brian Crawford, president and CEO of the Beer Institute. “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.”

Beer stays on top for Dry January participants

The Beer Institute’s survey, conducted between January 2-6, 2025, polled over 2,000 adults of legal drinking age. It revealed that:

60% of Americans see low- and no-alcohol beer as a viable alternative for long-term moderation, a two-percent increase from 2024.
22% of adults prefer non-alcoholic beer over other NA beverages, compared to 10% for NA liquor and 13% for NA wine.
Participants cited wellness (49%) and saving money (48%) as the top reasons for embracing Dry January or Damp January.

The growing popularity of non-alcoholic beer is undeniable, and we’ve heard lots of fat stats to say things are on the grow. The global non-alcoholic beer market was valued at $20 billion in 2023, with projections to hit $40 billion by 2033, according to Fact.MR. According to Numerator, over the past two years (2022 and 2023), non-alcoholic beverages have been the third-fastest-growing beverage category in the United States. The Brewers Association recently reported a 30% year-over-year increase in non-alcoholic beer sales in 2024, driven by new product innovations and improved distribution.

These trends point to a cultural shift in drinking habits, with more people embracing mindful consumption and seeking out NA options. From this Beer Institute press release:

“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,” said Andrew Heritage, chief economist at the Beer Institute. “As the industry continues to meet evolving consumer preferences, we’re seeing this category starting to carve out a share of the market, signaling long-term potential for sustained growth.”

Why non-alcoholic beer is booming

The global market for non-alcoholic beer has at least tripled in the last five years. It now accounts for maybe about 1% of total beer volume, driven by changing consumer habits and a desire for more mindful drinking options. Key factors behind the boom:

The Sober Curious Movement: According to NCSolutions, 41% of Americans are trying to drink less alcohol. The shift is especially strong among younger generations like Gen Z, who are more inclined to embrace alcohol-free lifestyles.
Better NA options: Craft breweries and major brands alike have stepped up their game, producing NA beers that prioritize flavor and quality.
Health and wellness trends: Consumers are seeking healthier alternatives without sacrificing social experiences. NA beer provides a way to enjoy the ritual of drinking without the alcohol.

Craft breweries leading the charge

Deschutes non alcoholic beer brands toasting in the wilderness

Independent breweries have been quick to adapt to the growing demand for non-alcoholic beer. U.S.-based craft breweries like Athletic Brewing and Best Day Brewing are dedicated exclusively to NA beer, while familiar names from Deschutes to Sam Adams have also launched their own NA lines. These breweries are seeing success not only with Dry January participants but with year-round mindful drinkers. Athletic Brewing, for example, has become the 14th largest craft brewery in the United States thanks to its exclusively non-alcoholic portfolio.

More Dry January coverage?

Craft Brewing Business will continue to highlight key players and trends in the NA beer space throughout Dry January. Don’t miss this recent features:

Best Day Brewing’s Galaxy Ripple: A hop-forward, non-alcoholic double IPA that delivers bold flavor.
Mash Gang’s U.S. Launch: The innovative UK-based brewery brings four exciting NA beers to America.

The non-alcoholic beer revolution is here to stay. As the category continues to grow, breweries that embrace this trend have a unique opportunity to expand their audience and meet the demands of mindful drinkers. Whether it’s for Dry January or everyday moderation, NA beer is carving out a permanent place in the craft beer landscape.