The market intelligence agency Mintel has identified a growing trend of a ‘sober curious’ lifestyle among US consumers, where 4 in 10 are seeking alternatives to alcohol for health reasons and to save money. However, this trend doesn’t signify a complete rejection of alcohol, with half of consumers saying it’s too hard to completely give up drinking. Sober curious consumers aim to reduce, not eliminate, their alcohol intake. They expect alternatives to be similar to alcoholic drinks in taste (67%) and cheaper (73%). Mintel records a rising demand for more alcohol-free options, with 41% of Americans viewing no-alcohol months as an enjoyable challenge and 52% wanting more mocktails in restaurants. The top motives for following a sober curious lifestyle include physical health (39%), cost-saving (35%), making alcohol an occasional luxury (35%), and mental health (29%). The trend also creates a community offering support to those interested in recovery and sobriety. Despite potential sales decreases for some alcohol brands due to this movement, premium alcoholic beverages may experience sales growth as sober curious consumers indulge in high-quality drinks aligning with their health and wellness goals. It is crucial for Alcohol Alternative (AA) brands to recognize their products as occasional substitutes and highlight the health, wellness, and productivity benefits of reduced alcohol consumption. Interest in health and wellness drives the sober curious movement, especially among Gen Z and Millennials. However, nearly half (47%) of Americans find it too difficult to completely abstain from alcohol, and sober curious consumers maintain positive attitudes towards alcohol, viewing it as an occasional indulgence.
Main Takeaways:
- The ‘sober curious’ lifestyle, aiming at reducing alcohol intake, is gaining momentum among US consumers.
- Physical health, cost-saving, occasional indulgence, and mental health are the primary reasons for this lifestyle choice.
- Alcohol alternatives are expected to be similar to their alcoholic counterparts in taste and to be cheaper.
- There’s a growing demand for alcohol-free options, with interest in mocktails and no-alcohol challenges.
- The trend fosters a community of support for those seeking recovery and sobriety.
- Premium alcoholic beverage options might see sales increase, even with a sober curious consumer base.
- AA brands should emphasize their products’ health, wellness, and productivity benefits.
- The sober curious trend is most prevalent among Gen Z and Millennials, aligning with their health and wellness priorities.
- Despite the trend, a significant portion of consumers finds it challenging to give up alcohol entirely, maintaining a positive view towards occasional indulgence in alcohol.
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