Sober Curious Movement: 41% of Americans are Trying to Drink Less Alcohol
Going alcohol-free is becoming more than a decision. It’s transforming into a lifestyle and set of values. It’s been growing in popularity thanks to the sober curious movement, which is where people are drinking less alcohol or none at all. This new culture shift is leading many into the popular world of mocktails, alcohol-free beer, wine, spirits and even THC or cannabis-infused drinks.
In a follow-up to our widely covered 2023 analysis of the sober curious movement, we surveyed over 1,000 Americans 21 or older to get their perspectives on drinking and alcohol trends in 2024. Our latest data shows that even more Americans are drinking less and trying out these nonalcoholic beverage options, with 41% planning to drink less alcohol in 2024.
To help you navigate all of this information, we’ve organized this guide so it’s easy to hop to our latest survey data, last year’s survey findings and some answers to a few common questions about the trend.
Table of Contents:
Gen Z, Mental Health, and other Nonalcoholic Drink Trends
More Americans are cutting back on drinking in 2024. Over two in five (41%) are trying to drink less, an increase of 7 percentage points from 2023. Younger generations, especially Gen Z, are adopting this approach. Sixty-one percent of Gen Z plan to drink less in 2024, up 53% from 2023 when just 40% felt this way. Nearly 1 in 2 (49%) millennials are also following suit, an increase of 26% from those surveyed a year before.
Some Americans believe Gen Z is the reason this nonalcoholic lifestyle is taking off right now. While 39% feel younger generations are drinking less than older generations, 42% believe Gen Z is solely spearheading the sober curious trend. Some of the main reasons Gen Zers are trying to drink less in 2024 are to:
- Save money
- Improve physical health
- Make a lifestyle change
- Improve mental health
- Lose weight
Overall, the drinking culture appears to be changing in America. While 84% still feel drinking is a big part of America’s culture, that’s down 9 percentage points from 2023. Meanwhile, the mindful drinking trend also appears to be growing in popularity. Mindful drinking is when you are more considerate of how often and how long you’re drinking and how many drinks you’re having. More than one in three (34%) identify as mindful drinkers.
Growing Popularity of Nonalcoholic Drinks Across America
The nonalcoholic beverage industry has been booming in recent years, probably thanks in part to the sober curious movement and growing public interest in Dry January. Along with Damp January, this is when people go alcohol-free or cut down on drinking during the start of the new year.
Mocktails are expected to be a major trend for 2024, as these alcohol-free beverage concoctions are the number one nonalcoholic drink Americans want to try. Others are also interested in THC and CBD-infused drinks. The main reasons people are drawn to these types of alcohol-free drinks are because they want to see what it tastes like, consider it a healthier alternative to alcohol, and like the look of it.
Further supporting our 2023 report that discovered Gen Z wants purpose-driven advertising, 34% of Gen Z say they are more likely to try a new drink product if it’s marketed as aligning with the sober curious lifestyle. Gen Zers are also being drawn to nonalcoholic drinks thanks to celebrities or influencers. With stars like Blake Lively, Bella Hadid and Dwayne “The Rock” Johnson launching nonalcoholic drinks, nearly one in four (24%) Gen Zers have tried a nonalcoholic beverage because a celebrity or influencer endorsed it.
According to Gen Z, the advertising channel most effective in informing them about new nonalcoholic beverage options is overwhelmingly social media. Nearly half (45%) chose social media, followed by internet searches (16%) and streaming TV (15%).
Why Americans Don’t Drink
In 2023, 28% of Americans 21 or older did not drink any alcohol at all. Why do people not drink? The main reasons are:
- Just don’t want to
- Don’t like the taste of alcohol
- Improve physical health
- Have addiction concerns
- Save money
While reasons for being alcohol-free vary, 29% of non-drinkers feel judged for not drinking alcohol. Many often must navigate social situations where they find themselves being asked why they don’t drink. Over two in five (44%) have been asked that question by others. Is it rude to ask people why they don’t drink? Americans were split, with 51% saying it’s not rude or inappropriate to ask someone why they don’t drink.
Three Reasons Americans are Drinking Less
Alcohol popularity appears to be falling in 2024 as Americans cut back on how much alcohol they drink weekly. On average, Americans are having three alcoholic drinks per week, down from four per week in 2023. Alcohol consumption trends show millennials specifically had a major shift in their drinking behavior, decreasing by 40% in a year. This generation went from consuming an average of five alcoholic drinks weekly in 2023 to an average of three in 2024.
The top three reasons Americans are drinking less in 2024 are to:
- Improve physical health
- Save money
- Make a lifestyle change
The cost of drinking alcohol isn’t cheap. When we asked them how much they spend, on average, Americans say they spend $58 every month at the grocery store and $47 in restaurants on alcohol. That adds up to $105 a month, which is $1,260 a year.
Most & Least Popular Months for Alcohol Purchases
Corresponding with Dry January, NCSolutions purchase data shows a major decline in alcohol sales from December 2022 to January 2023. Alcohol purchases dropped 24% from one month to the next. It makes sense, especially with more Americans – 22% – taking part in Dry January 2024, up 10 percentage points from 2023. It’s not only alcoholic drinks that are being left on the shelf for the time being. Soft drink sales were down 11% in January 2023 compared to December 2022.
Alcohol purchases do see ebbs and flows over a year. In 2023, the most popular months to buy alcohol were March, May and December. It’s a shift from 2022, when the major months for alcohol were centered around summer and winter holidays. But not all alcohol is created equally. The most popular alcohol purchases in 2023 were wine, followed by spirits and then beer, cider and seltzer.
With more people looking for alcoholic alternatives, beverage brands can target receptive households with a range of options – from nonalcoholic beer and mocktails to sparkling waters, juices and sodas.
Stay on top of emerging trends in CPG and discover more about how consumers shop at convenience stores.
DOWNLOAD TAP INTO THE C-STORE CONSUMERAbout the Consumer Sentiment Survey
The consumer sentiment survey of 1,062 Americans was commissioned by NCS in December 2023 and was made up of U.S. adults ages 21+, who were asked about their drinking habits and preferences. Results were weighted to be representative of the U.S. population by age, gender, region, ethnicity, marital status, education level, and household income.
About the NCS Purchase Data
NCS provides purchase insights to brands to help them target, optimize, measure, and enable sales-based outcomes. NCS’s representative and balanced consumer CPG purchase data set consists of the industry’s preeminent and comprehensive sources. It is inclusive of actual purchase data (transaction information) from big-box retailers, supermarkets, drug stores, convenience stores and other retail channels at which American households buy CPG products spanning 340+ grocery categories. The NCSolutions purchase data was analyzed in January 2024.
For media inquiries, please contact ncspress@ncsolutions.com.
Fair Use
When using this data and research, please attribute by linking to this study and citing NCSolutions.
Sober Curious Movement Guide
The sober curious movement is transforming the conversation around drinking habits. It’s not limited to people dealing with addiction, but anyone who’s looking to make a change to their lifestyle. Below are some commonly asked questions about this movement and nonalcoholic drinks.
What does it mean to be sober curious?
Being sober curious means taking an introspective look at yourself and your drinking habits. It’s an intentional method, meant for people to change their lifestyle by no longer drinking at all or drinking more mindfully.
What is the sober curious movement?
Writer Ruby Warrington is believed to have coined the term “sober curious.” In 2018, Warrington published the book “Sober Curious: The Blissful Sleep, Greater Focus, Limitless Presence, and Deep Connection Awaiting Us All on the Other Side of Alcohol.” It encouraged people to ask questions and become more thoughtful and conscious about their drinking habits.
Do nonalcoholic beer, wine and spirits have any alcohol in them?
Drinks that are labeled nonalcoholic may still contain some minimal alcohol. According to the Alcohol and Tobacco Tax and Trade Bureau, drinks can be labeled and sold as such as long as they have less than .5% alcohol by volume.
Where can you buy nonalcoholic spirits, beer or wine?
Nonalcoholic spirits, beer and wine can be purchased at most stores, including grocery stores, convenience stores, superstores, wholesale and some liquor stores. While nonalcoholic beverages are becoming more readily available to purchase, 20% of Americans shared one of the biggest challenges they have when it comes to nonalcoholic drinks is the limited availability.
Do you have to be 21 to buy nonalcoholic beer, wine or spirits?
Legally, the answer to this question varies depending on the state where you live, as well as laws within individual counties and cities. The policy can also vary from store to store.
Can people under 21 drink nonalcoholic beer, wine or spirits?
Again, there’s no simple answer here. The answer varies based on where people live and the laws within their state, county or city. Some states have laws allowing people under 21 to drink nonalcoholic beverages with a parent or guardian present.
Can pregnant women drink nonalcoholic beer, wine or spirits?
Our study found that 25% of women who had given birth within the last three years have had nonalcoholic beer, wine and spirits while pregnant or nursing. A 2014 study from the College of Family Physicians of Canada does not recommend drinking nonalcoholic or alcohol-free versions of alcoholic drinks for new or expectant mothers. As noted, nonalcoholic drinks can still contain as much as .5% alcohol by volume. The Centers for Disease Control recommends no alcohol use at all when women are pregnant.
Alcohol Habits and Alcohol-Free Trends in 2023
Ninety-three percent of people feel that drinking alcohol is a big part of America’s culture in 2023. But more Americans appear to be flirting with the idea of being sober curious, a term that means actively drinking less alcohol or not drinking it at all. Gen Z may be leading the charge from cocktails to mocktails, finds our 2023 consumer sentiment survey of 1,000 Americans.
2023 Sober Curious Statistics
- 25% of Americans are aware of the sober curious movement in 2023
- 63% heard about the sober curious movement from social media in 2023
- 34% feel younger generations are drinking less than older generations in 2023
- 74% feel younger generations are using cannabis more than older generations in 2023
- 45% are interested in going to a sober bar in 2023
- 39% wish there were more sober bars in their area in 2023
2023 Drinking Statistics
- 34% are trying to drink less in 2023
- 93% feel drinking is a big part of America’s culture
- Americans had an average of 4 alcoholic drinks per week in 2023
- Gen Z had an average of 3 alcoholic drinks per week in 2023
- millennials had an average of 5 alcoholic drinks per week in 2023
- Gen X had an average of 4 alcoholic drinks per week in 2023
- Baby Boomers had an average of 5 alcoholic drinks per week in 2023
- 28% of Americans who currently drink in 2023 have tried to break with alcohol before
- 26% identify as mindful drinkers in 2023
- 74% identify as social drinkers in 2023
- 16% identify as stress drinkers in 2023
2023 Non-Drinking Statistics
- 24% of Americans did not drink alcohol in 2023
- 17% of Americans did not drink, but used marijuana in 2023
- 56% didn’t drink in 2023 because they just don’t want to
- 31% didn’t drink in 2023 for their health
- 20% didn’t drink in 2023 because of a fear of becoming addicted to alcohol
- 28% didn’t drink in 2023 because addiction runs in the family
- 21% didn’t drink in 2023 to save money
- 21% didn’t drink in 2023 to improve mental health
- 32% didn’t drink in 2023 because they don’t like the taste of alcohol
2023 NCS Purchase Data: Alcohol Purchase Habits 
- Most popular times of the year to drink alcohol were the winter holidays and summer months in 2022
- Wine purchases were up 17% from November 2022 to December 2022
- Alcohol purchases were up 8% from November 2022 to December 2022
- Wine purchases dropped by 29% from December 2021 to January 2022
- Alcohol purchases dropped by 19% from December 2021 to January 2022
About the Consumer Sentiment Survey
In January 2023, we commissioned a consumer sentiment survey of 1,082 Americans about their drinking habits and preferences. Twenty-five percent were Baby Boomers, 25% Gen X, 25% millennials, and 25% Gen Z. Forty-nine percent were male, 48% female, 1% non-binary/non-conforming, 1% transgender, and 1% preferred not to respond. Respondents ranged in age from 21 to 78, with an average age of 43.
About the NCS Purchase Data
NCS provides purchase insights to brands to help them optimize, measure, and enable sales-based outcomes. NCS’s representative and balanced consumer CPG purchase data set consists of the industry’s preeminent and comprehensive sources. It is inclusive of actual purchase data (transaction information) from big-box retailers, supermarkets, drug stores, convenience stores and other retail channels at which American households buy CPG products spanning 340+ grocery categories. The NCSolutions Purchase Data was analyzed in January 2023.
