Moderation is becoming a steady habit, rather than a seasonal or January-only reset.
Alcohol consumption continues to decline across key age groups, and more consumers are choosing no/low options throughout the year. What began as a spike driven only by Dry January is now supported by recurring seasonal demand, premium trade-ups, and sustained interest in value.
Our 2026 NoLo Trends Report explores 3 trends influencing category growth and what they mean for planning in the year ahead.
Seasonality Inspires NoLo Sipping
January remains the category’s largest spike, but activity does not disappear after it ends. Monthly sales data shows demand stabilizing in February, then rising again ahead of warmer weather. Mocktails see the strongest spring and early summer lift, outpacing even full-strength options during that window.
Trade-Ups And Trial Are On-Trend
NoLo shoppers are selecting products more deliberately. Consumers are choosing fewer but higher-priced products, but also frequently switch brands based on price, availability, or occasion. Exploration remains part of the category’s appeal, especially as new formats and premium options enter the shelf.
Deals Drive Demand
Savings shape how consumers engage the category. Incentive distribution peaks in January, but redemption extends into early spring. As prices rise and dedicated trips decline, well-timed offers help convert initial trial into repeat purchase without dominating the decision.
Read The Full Report For Additional Insights & Key Takeaways
Download the 2026 NoLo Trends Report via the form to explore the data behind these trends, see how demand patterns unfold throughout the year, and uncover planning strategies for sustained growth.