More Americans are ‘sober-curious.’ Marketers should understand why.

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.

For further reading

• Ipsos Top Topics: Health and wellness
• Raising the bar: Unlocking alcohol consumption signals
• Dry January, Lent and other forms of temporary abstinence are still unpopular