With many people already vowing to forego alcohol consumption to start the new year, research shows that there’s more to sober curiosity than just a dry January challenge.
New research from consumer insights platform Veylinx suggests that abstinence events like dry January are more than a social media fad. The research company conducted a study in October 2022 among U.S. consumers ages 21 and over, testing the non-alcoholic canned cocktails market to learn who is buying these drinks and why.
Unlike typical surveys where consumers are simply asked about their preferences, Veylinx uses behavioral research to measure consumer purchasing habits.
Results revealed that more than three-quarters of Americans say they’ve temporarily given up alcohol for at least a month in the past. Almost half (46%) of drinkers are trying to reduce their alcohol consumption right now, and 52% of them are replacing alcohol with non-alcoholic beverages.
More than a passing fad, “sober curiosity” is a growing trend in the U.S.
Consumers identified improving their physical health and mental well being as the main reasons for drinking less.
“Driven by younger consumers, the non-alcoholic beer, wine and cocktails category is surging in popularity. People trying to cut down their drinking are finding more and more alternatives on retail shelves and in bars and restaurants,” said Anouar El Haji, CEO of Veylinx. “Our research found that they’re willing to pay premium prices for non-alcoholic versions of ready-to-drink cocktails. The rise of the ‘sober curious’ movement gives brands countless opportunities for growth in this segment.”
People who say they want to reduce their alcohol consumption do indeed show stronger demand for non-alcoholic cocktails. Overall, people who currently drink alcohol are actually willing to pay more for non-alcoholic RTD cocktails than non-drinkers.
According to the study, younger consumers are the most interested in non-alcoholic concepts. Demand for non-alcoholic canned cocktails is 48% higher among 21-35 year olds than among those over 35.
Alcohol companies such as Greenbar Distillery have joined the low-AVB and zero-proof market with interesting RTD booze-free Highballs and Bitters & Sodas, and even non-alcoholic wines such as those from Sovi Wine Co. are seeing higher market demand.
When enhanced with compounds like mood boosters, CBD, and antioxidants, non-alcoholoc RTDs grow in … [+]
Mood boosters, CBD, and other enhancers
The study also measured demand for non-alcoholic drinks enhanced with functional benefits like mood boosters, detoxifiers and CBD. Among the canned non-alcoholic cocktails tested, CBD and mood boosting versions perform best, ahead of natural detox and zero-calorie variations. Adding CBD to a $12 four-pack of non-alcoholic canned cocktails increases demand by 13%, and adding natural mood boosters increases demand by 9%.
Spiking the drinks with CBD boosts demand among 21-35 year olds by 18% while mood boosting versions blended with natural adaptogens and nootropics drives the highest demand among over 35s, generating 29% greater demand than the standard non-alcoholic version.
Try before you buy
The ability to try before purchasing and creating better tasting products are the key ways to attract more consumers to the category, the study revealed. Consumers said that their main reasons for not purchasing non-alcoholic drinks are flavor, price, and because they have never tried them before.
Aligning with this, added health benefits, ability to try before buying, and better taste were cited as factors that would convince people to buy these drinks in the future. A fifth of consumers want to first try before committing to a purchase.
Whether you are a Dry January veteran or willing to try it for the first time, these stats and ideas may be helpful in your new journey.