USA: Sober Curious Movement Growing

The sober curious movement is growing in the United States with two thirds of millennials aiming to reduce their alcohol consumption.

Nielsen reports,

  • 47% of US consumers over the age of 21 are making a concerted effort to reduce their alcohol intake – a figure that leaps to 66% when looking specifically at millennials, who are driving this change.
  • 54% of consumers abstained from alcohol at some point during the past year, with half of those surveyed citing health as the primary motivator.
  • 20% of those surveyed by Nielsen also took part in the “Dry January” initiative.

The change in the alcohol norm is driving bars and restaurants to expand on the non-alcoholic beverage range.

Nielsen reports that alcohol consumption in the US has been “relatively flat over the past year”, but non-alcoholic beer sales are growing.

In the on-trade, no and low-alcohol beer is the fifth-fastest growing beer type in the US, and has a total value of US$77 million. In US retail meanwhile, non-alcoholic drinks are worth US$7 billion more than they were four years ago, with sales growing by $1.1 billion in the last year alone.

The trend for health and wellness has been growing globally driven by millennials across the world becoming more aware and focused on healthy consumption.

For further reading:

Trend: Millennials Are Going Alcohol-Free

Source Website: The Drinks Business