KEY TAKEAWAYS

• A majority of the sober-curious movement is largely driven by generation Z and millennials aged 21-34 years old. Men are more likely to be sober-curious than women.
• Sober-curious consumers are college-educated, Caucasian, have no kids, and live in urban centers such as New York City, Chicago, Los Angeles, San Francisco, and Austin.
• The trends driving the growth of the alcohol alternatives market include a greater focus on health and wellness by millennials, an increase in 'Better For You' ingredients in the market, the introduction of low alcoholic and non-alcoholic syrups and concentrates, and a rise of sober-curious friendly communities and spaces.
• Popular brands such as Seedlip, Ritual Zero Proof, Curious Elixirs, Kin Euphorics, and Heineken 0.0 are some popular non-alcoholic brands on the market.

INTRODUCTION

DEMOGRAPHIC PROFILE

Age:

• While research shows that adults of all ages are cutting back on drinking and adopting low/non-alcoholic drinks, a majority of the sober-curious movement is largely driven by generation Z and millennials aged 21-34 years old.
• Nearly half of drinkers have tried non-alcoholic offerings representing the biggest consumer base for the non-alcoholic market.

Gender

• Men are more likely to be sober-curious than women according to a survey by Civic Science.
• An online study of social media exchanges posting about low/alcohol-free lifestyles also showed that men are more likely to talk about being sober curious compared to women.

Education Level

• When looking at the demographics of low alcoholic brands such as White Claw, as a proxy, the majority of consumers are college-educated or have advanced college degrees. To cross-reference, the demographics of Humm Kombucha a popular non-alcoholic drink were used and they confirmed the education level.

Family

• The majority of sober curious consumers are likely to have no children.

Race

• Again, looking at the demographics of White Claw, the drink is most popular with Caucasian drinkers. To cross-reference, the demographics of Humm Kombucha were used, and they confirmed this as well.

Location

• Sober-curious consumers live in urban centers such as New York City, Los Angeles, San Francisco, Austin, and Chicago.

TRENDS

Greater focus on health and wellness

• Growing awareness of the harmful effects of alcoholic beverages on the body is driving the mindful drinking movement. In fact, 40% of drinking-age adults said they’re drinking less than they were five years ago.
• According to research by Morning Consult, 67% of consumers are drinking less to lead a healthier lifestyle, whereas 55% drink less to save money and 44% drink less to lose weight.
• The majority of consumers are applying a wellness-oriented mindset to drinking by recognizing their drinking habits and acting on that understanding. For many, this means cutting out alcohol completely or reducing the frequency of alcohol consumption.
• Brands like Seedlip, Ritual Zero Proof, Curious Elixirs, Kin Euphorics, and traditional brands like Heineken 0.0 are some popular non-alcoholic brands on the market.
• The category is expected to grow by 32% between 2018 and 2022 as more brands continue to proliferate the market.

 

Source

'Better For You' Ingredients in the Market

• As sober-curious consumers move away from alcoholic drinks, new non-alcoholic alternatives containing healthy feel-good ingredients such as allspice, grapefruit, green cardamom, ginger, rosemary, and oak are becoming increasingly popular.
• Consumers want natural, non-modified functional ingredient products that support their healthy lifestyles. Brands like Goldthread, Kin Euphorics, and Proteau are among some leading brands using functional ingredients.
•  CBD ingredients, electrolytes, adaptogens (herbs used to counteract the effects of stress), fruits, vegetables, and botanicals are also trending among the category.

Introduction of Low Alcoholic and Non-Alcoholic Syrups and Concentrates

• While most of the products in the alcohol alternatives market are ready-to-drink, innovative products in the form of syrups and cordials have emerged created to partner with non-alcoholic drinks.
• Cotswold Distillery is a popular brand that has a concentrated gin essence meant to be added to a tonic that allows one to experience the same flavors as a traditional gin and tonic with 90% less alcohol.
•  Nonsuch Shrubs and Shrub and Co also have a product range of fruit and vinegar-based syrups that are added to non-alcoholic drinks to add flavor and depth.

Rise of Sober-Curious Friendly Communities and Spaces

• While a majority of millennials have been consuming low/non-alcoholic drinks in the comfort of their own homes, the rise of sober spaces has allowed sober-curious consumers to consume alcohol alternatives in social environments.
• Hotels, restaurants, and bars in urban areas such as New York City are offering zero-proof menus filled with botanical elixirs and mocktails. Many restaurants and bar owners report an increase over the last few years in consumers ordering these kinds of drinks.
• Additionally, online communities such as Loosid that cater to individuals in recovery, those looking for non-alcoholic alternatives, or just the sober curious are providing individuals with the opportunity to socialize with one another without feeling the pressure to consume alcohol. The platform offers sobriety tools, a dating site, travel tips and packages, chat groups, and hosts in-person events.

Research Methodology