More Americans are ‘sober-curious.’ Marketers should understand why.
Brands shouldn’t just take note of Americans’ heightened interest in alternatives to alcohol — they should understand the underlying forces behind this shift. Ipsos’ Sam Agarwal explains where brands should start.
Ipsos data affirms the perception that Americans are consuming less alcohol. It also reveals that this shift isn’t limited to sober individuals: More than a third (34%) of people of legal drinking age who drink alcohol regularly say they’ve recently tried nonalcoholic beverages.
Zero-proof beverages and mocktails certainly remain a niche market — but it's clear that interest is growing (and isn't limited to teetotalers or Dry January). That means brands and businesses need a deeper understanding of the reasons Americans are embracing this change in the first place. Health is often cited as a concern, but those concerns can encompass a range of distinct motivations, not to mention new socialization patterns and changes in drinking times and occasions.
The stakes may be obvious for food and beverage manufacturers and bars — but these shifts are likely to also affect restaurants, grocers and entertainment venues.
← Read previous | Read next → |