"Sober curious" consumers are aided by modern communities
Trend - People who are choosing to avoid alcohol for reasons less serious than addiction are finding support and socialization in new versions of sober support groups. These communities include everything from alcohol-free bars to non-alcoholic wine clubs.
Insight - "Sober curious" consumers are on the rise as Millennials and Gen Z continue drinking less than their predecessors for the sake of their personal health. Consumers who don't value drinking still look for ways to socialize and bond with peers, and the formation of like-minded communities is crucial to that process.
Insight - "Sober curious" consumers are on the rise as Millennials and Gen Z continue drinking less than their predecessors for the sake of their personal health. Consumers who don't value drinking still look for ways to socialize and bond with peers, and the formation of like-minded communities is crucial to that process.
Workshop Question - How is your brand prioritizing the health-focused values of Millennials and Gen Z?
Trend Themes
1. Sober Curious - The sober curious trend is encouraging non-alcoholic alternatives and community-focused experiences.
2. Non-alcoholic Products - The growth of the low- and no-alcohol market is leading to innovative non-alcoholic products and party packs.
3. Interactive Communities - Apps and online communities are being created to support the growing sober-curious community.
Industry Implications
1. Food and Beverage - The food and beverage industry is creating non-alcoholic alternatives and experiences for the sober curious.
2. Wellness - The wellness industry is promoting the benefits of reducing alcohol consumption and providing resources for achieving sobriety.
3. Technology - The technology industry is creating apps and online communities to support the growing sober-curious community.
