Trends Spotlight: Sober Curious
This special report examines the evolving low/no-alcohol trend in consumer culture and the food and beverage market. It was researched and prepared by Hartman’s Retainer Services team and provides our analysts perspectives to help marketers connect to the cultural changes occurring in the U.S.
About Trends Spotlight: Sober Curious
Prior to the COVID-19 pandemic, one of the biggest trends in the beverage landscape was the rise in consumer interest in low- and no-alcoholic beverages, largely driven by consumers’ health-centered concerns. The pandemic seemingly altered the trajectory of this trend overnight, but despite a boozy pandemic surge in alcohol sales, the sober curious countermovement that we first noticed in previous years has continued to gain relevance as new products have appeared on the market that meet emerging consumer needs for more mindful drinking, personalization, functionality, and flavor.
Publication date: August 2021
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