The desire for a zero-alcohol lifestyle has become increasingly popular. Mintel market research has revealed that four in ten consumers closely (22 percent) or occasionally (16 percent) adopt a zero-alcohol lifestyle.
The research showed that the top reasons consumers decided to follow a sober-driven lifestyle were for physical health (39 percent), saving money (35 percent), special occasions (35 percent) and mental health (29 percent).
Associate Director of Food and Drink, Mintel Reports US, Caleb Bryant, said that the expansion of the sober curious lifestyle, and growth of alcohol alternative (AA) beverages, signalled a more mindful approach in consumers' relationship with alcohol.
He continued that the sober curious lifestyle often provides consumers with a sense of community and support.
"In-person groups, online communities, and apps (including sober curious dating apps) exist to help consumers interested in recovery, teetotalers, and the sober-curious connect and support each other," said Bryant.
Mintel's data revealed that sober curious, and alcohol-free consumers were mainly interested in making alcohol a beverage for special occasions, which Bryant suggested could become a future opportunity and challenge for the AA and alcoholic beverage categories.
"While some alcohol brands may face sales declines from the sober curious movement, premium alcoholic beverage options may see sales increase as sober curious consumers treat themselves to high-quality drinks that allow them to achieve their health and wellness goals."
Bryant said AA brands must recognise that their products may act as occasional substitutes rather than beverages consumers drink daily and focus on touting the health, wellness, and productivity benefits of reducing alcohol consumption to motivate consumers to follow a sober curious lifestyle.
With consumers becoming increasingly more knowledgeable about health and wellness, it is unsurprising that this concern is the main driver for the zero-alcohol lifestyle.
Mintel research showed that 71 percent of sober curious consumers worried about the long-term health effects of alcohol consumption, compared to 57 percent of total consumers.
The movement is also most popular with younger generations, with 73 percent of millennials and 71 percent of Gen Z opting to follow the zero alcohol lifestyle, closely or occasionally.
Thirty-five percent of consumers between the age of 22 to 34 said they do or would follow a sober curious lifestyle for the benefit of their mental health, and of the consumers between 22 to 44 who drink less alcohol, 32 percent have said it has improved their mental health.
Reducing consumption rather than complete elimination has also been a critical factor, with 47 percent of Americans stating that giving up alcohol entirely was too tricky.
"Sober curiosity is trending as consumers prioritise their health and wellbeing, prompting many to seek premium, unique, healthful, and functional alcohol alternatives. Products ranging from NA beer to mood-boosting adaptogen tonics to traditional CSDs can leverage new opportunities as consumers strive to reduce their alcohol consumption."
Bryant concluded that while consumers are rethinking their alcohol consumption, alcoholic beverages remain a mainstay indulgence for sober curious consumers.
"Even as the AA category grows, premium alcoholic beverages will perform strongly as consumers drink less but increasingly opt for higher quality options. As such, alcohol companies can maintain relevancy by developing premium BFY alcoholic drinks."
