Non-alcoholic (NA) beer claimed a record 4.2% share of beer category grocery sales during Dry January, according to an analysis by Bump Williams Consulting chief strategy officer Dan Wandel.
NA beer recorded double-digit year-over-year (YoY) increases in dollar sales (+23.5%) and volume (+20.2%) in U.S. food stores tracked by market research firm NIQ for the four-week period ending February 1.
The growth amounted to an additional $6.5 million spent on NA beer in food stores versus the prior year, growing to nearly $34.2 million for the month. The last three years of growth included:
- January 2022, NA beer sales growth in food stores growing +24.2%, to more than $14.4 million (+$2.8 million);
- January 2023, sales jumping +38.2%, to more than $19.9 million (+$5.5 million);
- January 2024, sales increasing +36.5%, to more than $27.69 million (+$7.4 million).
In 2025, NA beer led all segments in dollar sales growth in grocery stores YoY, followed by ready-to-drink/ready-to-serve spirits (around +$3.6 million), NA spirits (+$1.456 million), super premium (+$1.277 million), ready-to-drink/ready-to-serve wine (more than +$1.1 million), NA wine (+$1.1 million), sake/plum wine (+$225,560), flavored malt beverages (+$75,891).
Super premium was the only other segment to grow both dollar sales (+1.7%) and volume (+1%) last month in grocery stores. Flavored malt beverages (FMB) increased sales (+0.1%), but declined in volume (-1.3%).
Beer category sales declined -3.2% in dollars and -5.3% in volume in food stores in January compared to the same period last year. With NA beer removed, the category’s declines would be steeper, with dollars -4.1% and volume -6%.
In grocery stores throughout January, total beverage alcohol dollar sales declined -4.3% compared to the same period in 2024. Excluding adult NA products, the declines accelerated to -4.9% versus a year ago.
Total NA dollar sales increased +27.2% for the month and claimed 2.3% share of total bev-alc dollars, gaining +0.6 share points compared to January 2022 (1.7% share).
Dedicated NA producer Athletic Brewing gained a +1.8 share of NA beer dollars, to 25.3%, and was the top-selling NA supplier for the month. The company was also the No. 12 total beer supplier in dollar sales and the top total beer supplier on dollar sales growth (+$2.1 million, to more than $8.6 million) in January 2025 compared to a year ago.
The rest of the top four NA beer suppliers lost share, while others among the top 10 gained:
- No. 2 Anheuser-Busch InBev (A-B) 22.3% share (-1.5 share points)
- No. 3 Heineken 15% (-2.6 share points)
- No. 4 Molson Coors 5.6% (-0.1 share points)
- No. 5 Constellation Brands 4.6% (flat)
- No. 6 Diageo/Guinness 3.5% (+0.4 share points)
- No. 7 Boston Beer 3.4% (-0.2 share points)
- No. 8 Sierra Nevada/Trail Pass 3.3% (+1.2 share points)
- No. 9 HOP WR 2.1% (+0.4 share points)
- No. 10 Best Day 1.9% share (+1 share point).
Deschutes Brewery, the No. 11 NA beer supplier, gained +1.3 in share compared to last year.
The growth of the category can also be seen in the increased number of NA beer suppliers, brands and SKUs. As of January 2025, 129 NA beer suppliers were selling products, up from 62 suppliers in January 2022. The top 10 suppliers in 2025 accounted for an 87% share of total NA beer dollar sales, Wandel wrote.
In 2025, there were 155 NA beer brand families, up from 77 in January 2022,. The top 15 brand families accounted for 82.2% share of total NA beer dollars, Wandel wrote. A-B’s Michelob brand family grew the most share of NA beer (+3.7 share points, to +3.7%)
In January 2025, 378 NA beer SKUs were being sold at retail, up from 195 in January 2022. The top 33 SKUs made up 80% of total NA beer dollar sales in January, Wandel found. NA beer has also doubled the number of average items per store selling to 15.6, with the average case price of $38, up +19% compared to January 2022.
Meanwhile, the five best-selling package formats accounted for 94% share of total NA beer dollars. Notably, 12 oz. can 6-packs were the top package, with a 40.3% share of NA beer dollars, followed by 12 oz. can 12-packs (26.8%), 11.2 oz bottle 6-packs (11.2%), 12 oz. bottle 6-packs (10.8%) and 11.2 oz can 12-packs (4.9%).