Dry January and Hemp-Infused Seltzer Trends

Why More Americans Are Looking at Hemp-Infused Seltzers

Dry January has long been a tradition for people looking to take a break from certain products, reset habits, and start the year with a new mindset. In 2025, a trend is emerging around legal THC and hemp-derived products during Dry January. According to data from the STIIIZY Dry January Consumer Trends Report, the STIIIZY Dry January Behavioral Insights Study, and the STIIIZY Dry January Market Analysis, which were conducted in partnership with DKC Analytics, 83% of Americans believe Dry January should allow for legal THC or cannabis products.

With STIIIZY Seltzer part of the hemp-infused seltzer category, the data points to growing interest in cannabis-related product alternatives.

The Shift in Consumer Choices

According to the survey, the top three reasons people are participating in Dry January this year are:

✅ Seeking a different lifestyle choice (66%)

✅ Financial savings (52%)

✅ Adjusting personal routines (41%)

Data from DKC Analytics indicates that 50% of respondents are seriously considering or definitely participating in Dry January 2025, and another 28% are open to the idea. Additionally, 64% of those considering participation plan to continue limiting certain products beyond January.

Meanwhile, 60% of respondents agree that hemp-derived seltzers during Dry January make it easier to follow through with the challenge.

California Sober: A Growing Trend

The idea of being California Sober, where individuals choose cannabis instead of certain traditional substances, is no longer just a niche trend. The survey found that:

➡️ 78% say going California Sober aligns with their product preferences.

➡️ 78% also believe it’s a favorable product choice.

➡️ 69% think it's more cost-effective

➡️ 66% associate it with social settings.

Additionally, 65% of respondents say that hemp and cannabis products are replacing traditional products in some cases, and 62% believe hemp products will eventually become a larger part of the market.

Why More People Are Looking at THC Seltzers

For many, exploring THC-infused seltzers is about trying a different product category. The survey found that:

🔹 87% of those increasing their cannabis product interest in January say they’re doing so for personal reasons.

🔹 81% believe cannabis-infused seltzers are more cost-effective than other choices.

🔹 80% think THC is a suitable product category during the winter months.

🔹 85% of respondents believe going alcohol-free or California Sober would provide at least one preferred outcome.

With STIIIZY Seltzer’s lineup of low-calorie, low-sugar products, adults now have another hemp-derived option.

Meet STIIIZY Seltzer: A Dry January Option

STIIIZY has developed a hemp-infused seltzer available in four listed profiles: Strawberry Kiwi, Watermelon Wave, Caribbean Breeze, and Mango Tango.

💧 Low-calorie, low-sugar

🍹 Listed product profiles

🎉 Available for adults 21+

Explore STIIIZY Seltzer at www.stiiizyhemp.com.

The Future of Social Seltzers

The data points to changing product choices among Americans. As more people look for new and cost-effective options, THC seltzers are becoming part of the evolving market.

With STIIIZY Seltzer, Dry January can include a hemp-derived product option for adults 21+.

References

• STIIIZY Dry January Consumer Trends Report x DKC Analytics 

• STIIIZY Dry January Behavioral Insights Study x DKC Analytics 

• STIIIZY Dry January Market Analysis x DKC Analytics