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.

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.

The pandemic super-charged Americans’ interest in functional drinks as fears of contracting COVID-19 prompted many to seek simple ways of taking control of their health. But what specific functionalities are they looking for, and which new beverage categories best respond to their needs?

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.