Sober Curiosity Movement

Consumers are increasingly choosing low/no alcohol options as a lifestyle choice, driven by wellness and health priorities, rather than necessity.

Themes

The Power of Community and Connection , Values-Driven Consumption

Timeframe

near-term

Subcategories

Consumer Behavior Consumer Preferences Mental Well-being Physical Health Productivity & Self-Improvement

Impact areas

Alcohol industry beverage industry Hospitality sector Wellness industry

Detailed Analysis

The growing emphasis on wellness and health is transforming drinking habits. Consumers are actively seeking ways to improve their well-being, and this includes reevaluating their relationship with alcohol. This shift is not about abstinence, but about mindful consumption and exploring alternatives. "Post-Covid, having good health has gained new meaning as consumers were forced to reassess their priorities."

Context Signals

20% of adults participated in Dry January in 2022, a rise from 13% in 2021. 49% growth in searches for no-alcohol alternatives in the past 2 years. Emergence of sober bars and communities.

Edge

Personalized low/no alcohol experiences could become a key differentiator for brands. Integration of mindful drinking practices into wellness programs and apps. Potential for new social rituals and occasions centered around non-alcoholic beverages.

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