FRENCH BLOOM AND NIELSENIQ: Dry January 2025 Survey on Flex-Drinking and Moderation

French Bloom, the pioneering French Maison of super-premium alcohol-free sparkling wines, has partnered with NielsenIQ to uncover key insights into the rising no/low alcohol movement. Conducted in December 2024 with 1,000 Americans aged 21 and over and 1000 French aged 18 and over, the survey sheds light on how flex-drinking and moderation are shaping consumer behavior, both during Dry January and throughout the year.

Dry January Continues to Gain Momentum

Dry January has evolved into a cultural movement, with one in two Americans planning to participate in 2025. This trend underscores a growing desire for balance and wellness at the start of the year.

54% of Americans aged 21+ plan to embrace Dry January, with many opting to moderate their alcohol consumption rather than abstain entirely.

Among sparkling wine drinkers, participation surges to 66%, reflecting a heightened interest in maintaining the celebratory experience without the alcohol.

Moderation Is More Than a Trend

Moderation isn’t just for January it’s evolving into a year-round lifestyle choice.

46% of Americans aged 21+ aim to moderate their alcohol consumption in 2025.

This intention rises among sparkling wine drinkers, with 53% planning to reduce their intake.

What’s Driving This Shift?

Consumers are increasingly influenced by two key motivators:

Conscious Hosting: The demand for inclusive options at gatherings has significantly boosted the purchase of non-alcoholic beverages.

Healthier Living: A growing focus on wellness inspires consumers to cut back on alcohol while still embracing the celebratory moments associated with drinking.

Flex-Drinkers Are Shaping the Future of Celebration

Flex-drinkers are consumers who embrace moderation, switching seamlessly between alcoholic and non-alcoholic beverages. This approach allows them to enjoy a celebratory drink while maintaining balance and mindfulness in their choices.

The NielsenIQ survey, powered by French Bloom, underscores the growing importance of flex-drinkers in the evolving no/low alcohol market:

A Significant Majority: 64% of Americans 21+ express interest in or currently practice flex-drinking.

Premium Consumers Lead the Charge: Among sparkling wine and ultra-premium wine buyers, this interest surges to 80%.

The Versatility of Non-Alcoholic Options: 93% of non-alcoholic beverage purchases are made by consumers who also drink full-strength alcohol, showcasing the broad appeal and inclusivity of alcohol-free alternatives.

Non-Alcoholic Sparkling Wine Is in Demand

As flex-drinking and moderation gain momentum, non-alcoholic sparkling wine is emerging as a preferred choice:

Future Interest: 25% of Americans 21+ are interested in purchasing non-alcoholic sparkling wine.

Recent Purchases: 25% of sparkling wine drinkers and ultra-premium wine buyers have purchased non-alcoholic sparkling wine in the past three months.

Regular Consumption: Among non-alcoholic consumers, 46% regularly purchase sparkling wine.

*The NielsenIQ powered by French Bloom took place from December 6 to 7, 2024 on 1,000 of American +21 participants.

1 IN 2 French adults plan to participate in Dry January

French Bloom reveals exclusive insights from its NielsenIQ French survey.

The no/low alcohol market, encompassing non-alcoholic and low-alcohol beverages, is gaining remarkable traction in France, driven by shifting consumer preferences and a growing focus on wellness. As a leader in premium non-alcoholic sparkling wines, French Bloom shares the findings of its exclusive survey with NielsenIQ** ahead of Dry January, unveiling key trends shaping the category.

Key Findings: Dry January Is Gaining Momentum

Half of French adults aged 18+ plan to take part in Dry January 2025, many choosing to moderate rather than completely abstain from alcohol.

Moderation Is Becoming a Lifestyle

41% of French adults aim to reduce their alcohol consumption throughout 2025.

A desire for healthier living and inclusive hosting are the primary drivers behind this shift, with 48% affirming that non-alcoholic choices enhance rather than limit their social lives.

Flex-Drinking Is on the Rise

68% of French adults are interested in or already practicing flex-drinking—alternating between alcoholic and non-alcoholic beverages depending on the occasion.

Premium Alcohol-Free Options Are in Demand

Sparkling wine is the 3rd most consumed alcohol category in France. Among ultra-premium wine buyers: 

20% have already purchased alcohol-free sparkling wine.

38% plan to do so in the near future.

Quality Is Paramount

French consumers hold alcohol-free beverages to the same high standards as their traditional counterparts, expecting exceptional taste and an elevated experience.

** The NielsenIQ study was conducted from December 6 to 7, 2024, with a panel of 1,000 French respondents.

Since its founding in 2019 by Maggie Frerejean-Taittinger and Constance Jablonski, French Bloom has transformed the way we celebrate. Its cuvées Le Blanc, Le Rosé, L’Extra Brut and La Cuvée Vintage 2022 Blanc de Blancs are crafted without alcohol, sulfites, gluten, preservatives, or added sugars. Available in over 30 countries, French Bloom offers an elevated, uncompromising alternative to traditional sparkling wines, blending innovation with timeless elegance.

Following its recent minority investment by Moët Hennessy, French Bloom continues to lead the no/low alcohol space, catering to consumers’ growing demand for premium sparkling wines of great complexity and 0.0% alcohol.

French Bloom believes that celebration is not defined by what’s in the glass but by the moments shared and the experiences created. By blending innovation, inclusivity, and sophistication, French Bloom is redefining how we gather, host, and toast to life’s special occasions.

Whether it’s Dry January or any day of the year, French Bloom invites everyone to raise a glass to a refined way of celebrating.