Northerner Survey Shows Americans Aim to Prioritize Wellness Goals in 2026

Non-Alcoholic Beverages, Moderation, and Smokeless Options Highlight Behavior Changes Nationwide

WASHINGTON--(BUSINESS WIRE)--2026 is emerging as the year of “intentional moderation,” with physical fitness and mindful living topping American lifestyle priorities, according to a new survey of 1,000 US adults from Northerner.com and Nicokick.com, leading online retailers of nicotine pouches. This shift highlights a growing commitment to better-for-you habits, as adults increasingly pivot toward alcohol reduction and smoke-free nicotine alternatives.

Conducted by the internationally recognized market insights firm, Censuswide, the survey found that nearly one in four (37%) of U.S. adults want to adopt new behaviors around alcohol, higher than any other category. According to the survey, “healthier eating habits” ranked second at 25%, while “choosing cannabis edibles over vaping or smoking” placed third at 22%. Nearly 21% said they wanted to “choose smoke-free alternatives,” such as nicotine pouches instead of cigarettes or vaping.

“This survey confirms a definitive shift with Americans, where conscious well-being is no longer a luxury; it's more of a priority,” said Laura Leigh Oyler, Vice President of Regulatory Affairs at Haypp Group, the parent company of Northerner.com and Nicokick.com. “The 2026 adult consumer is redefining ‘a good life’. With a focus on mental clarity and physical vitality, moderation has moved from a temporary trend to a permanent lifestyle.”

Survey findings

Younger Adults and Men Lead the Shift Toward Alcohol-Free Habits

Exploring non-alcoholic alternatives was the top choice across every age group, with especially strong interest among younger adults:

• 46% of adults aged 21–24 and 47% of those aged 25–34 are actively exploring non-alcoholic beverage options.
• Men are more likely than women to pursue non-alcohol alternatives (40% vs. 34%).

Prescription Weight Loss Medication Interest Varies by Age, Not Gender

• Interest in prescription weight loss medications was highest among adults aged 35–44, more than any other age group.
• The same proportion of men and women (21% each) reported interest in exploring GLP-1 medications.

Older Adults Opting for Alternatives that Support Physical Health, Younger Adults Cite Mental Well-Being

• 75% of adults aged 55+ said in the survey that “improving their health and physical fitness” was their primary motivation, the highest among all age groups.
• While “health was the top motivation across all ages,” younger adults were more likely to cite improved mental health as a key driver.

Moderation Approaches Gaining Momentum

• Rather than eliminating substances, 29% of U.S. adults reported focusing on moderation over any other approach.
• Men (25%) are more likely than women (22%) to prioritize moderation.

“With nearly 20% of adults now seeking smokeless alternatives, the demand for options like nicotine pouches has never been clearer. Expanding access to these products is essential to supporting current adult nicotine users and smokers as they transition away from traditional tobacco,” added Oyler.

About Northerner

Founded in 1998, Northerner.com has grown to become one of the world’s largest online retailers of nicotine pouches. Its U.S. platform features 200+ modern tobacco leaf-free products from leading and emerging brands. Dedicated to responsible retailing, Northerner uses robust age and identity verification before allowing any transaction on site. For more information, visit www.northerner.com.