Heightened health concerns are prompting some people to adjust their drinking habits by dabbling in no- and low-alcohol beverages. After tracking this behavior in our Eating and Drinking Sector Snapshot, Canvas8 spoke to 11 Americans to see what would tempt them to try sober options.
Avinash Akhal is a behavioural analyst at Canvas8. He holds a Masters degree in Economics from the University of Manchester and formerly worked as a researcher at the Education Policy Institute. Outside of work, he is either crafting his boxing skills, listening to a podcast or losing money on the stock market.
What do people want from low- and no-ABV drink choices? Why are people getting curious about discovering untold food histories? How are meal times changing to meet new priorities in our busy lives? What’s driving the desire for humour in how we think about food and drink?
Working to dismantle social expectations in the name of self-improvement, sobriety is the health movement piquing Gen Zers' interest on TikTok. As younger cohorts grow discerning of the behaviours underlying their drinking habits, brands can think about mindful or sober-curious consumption.
As the no- to low-alcohol drinks category booms, Heineken's campaign uses history to show how conceptions of not drinking alcohol in social situations have changed. While showing societal progression, it also helps make soft-drinkers feel more at ease and accepted at social occasions.
As the number of Britons ditching alcohol for health or social reasons surges, players from across the drinks industry are rushing to offer sober alternatives. Æcorn, the sister brand to non-alcoholic spirits label Seedlip, is filling the gap for booze-free aperitifs that pair perfectly with food.