As more consumers embrace alcohol-free lifestyles – whether for Dry January, wellness reasons, or everyday moderation – non-alcoholic beverages are becoming functional, mood-enhancing and wellness-focused drinks that offer, benefits traditional alcohol cannot.
Alcohol-free consumption is moving past the one-month abstinence of Dry January. Consumers are increasingly adopting year-round moderation and mindful drinking as part of holistic health and wellness routines. This shift, from occasional abstinence to lifestyle choice, is helping sustain demand for beverages that combine flavor with functional benefits.
The market reflects this growth. The non-alcoholic beer segment is projected to expand from $20.5 billion in 2025 to nearly $44 billion by 2035, while alcohol-free cocktails are forecasted to grow from $2.8 billion in 2024 to $7.5 billion by 2035.
Why are consumers drinking less?
Alcohol is becoming less central to everyday life, particularly among younger consumers, according to consumer insights research firm Datassential’s Non-Alcoholic Beverage Trends 2026 report. Many consumers say alcohol no longer adds much to social occasions, and a growing cohort actively choose to skip it or drink less when they do. Rather than framing sobriety as deprivation, consumers increasingly see moderation as part of taking better care of their physical and mental health, according to Datassential.
Cost also is playing a role. Datassential finds that rising alcohol prices are prompting some consumers to cut back, reinforcing the shift toward alternatives that feel more practical for regular consumption. At the same time, CBD and THC are influencing drinking habits, with many consumers saying these options affect how often – or whether – they choose alcohol.
Adaptogens, magnesium and Lion’s Mane are driving non-alcoholic growth
Functional ingredients are fueling the evolution of alcohol-free beverages. Spate data shows adaptogen drinks are surging in the US, with Instagram interest up 254.3% YoY, TikTok up 64.7% YoY and Google Search up 48.3% YoY between December 2024 - November 2025 vs Dececember 2023–November 2024.
Consumers increasingly look for beverages that calm the mind, improve focus and support mood. Ingredients like magnesium (+1,000% YoY) and Lion’s Mane mushroom (+963.8% YoY) are gaining popularity because they align with everyday wellness practices, from stress reduction to mental clarity, per Spate.
Brands show how function meets flavor
Non-alcoholic brands are translating these trends into products that fit seamlessly into a wellness diet:
- Optimist delivers plant-based botanical spirits in gin, vodka, mezcal and spritz formats, blending ritual and flavor with wellness-forward ingredients.
- Woodstock combines low-dose THC, CBD, minor cannabinoids and functional mushrooms, catering to consumers seeking relaxation without alcohol.
- Medase reimagines classic cocktails in zero-proof, low-calorie, organic formats, from the Goodnight Moon Moscow Mule to the Sun Kissed Lemon Drop, allowing consumers to enjoy familiar flavors while adhering to clean, nutrient-conscious diet principles.
THC drinks meet mindful consumption
Alongside adaptogens, THC beverages are growing in popularity as part of the “California sober” trend, which allows for cannabis use while avoiding alcohol.
Spate data shows Google searches for THC drinks rose 77.7% YoY in the same period, reflecting strong intent-driven demand, even as TikTok content declined 64.2% YoY.
For consumers, these drinks offer stress relief, relaxation and mindful consumption without the hangover – reinforcing the role of alcohol-free and alternative beverages in wellness-oriented lifestyles rather than occasional abstinence.
THC sits in a regulatory gray area for CPG companies due to misalignment between federal hemp laws, state laws and food regulation. While marijuana-derived THC remains illegal, the 2018 Farm Bill legalized hemp with no more than 0.3% delta-9 THC, opening the door to hemp-derived intoxicating cannabinoids like delta-8. Some states like New York, California and Virginia legalized cannabis consumption at licensed dispensaries, although each state differs in how consumers have access to these products and retai
The Cannabinoid Safety and Regulation Act introduced in December by Sen. Ron Wyden (D-Ore.) and Sen. Jeff Merkley (D-Ore.) proposes a national standard for hemp-derived THC products. The legislation surfaced in response to one of the US government’s provisions during the shutdown in November to outlaw hemp.
While the FDA maintains that THC is not permitted in foods or beverages and has yet to establish clear enforcement pathways, for brands and retailers, the result is legal uncertainty around formulation, labeling and liability varying by state.
