Nearly 4 in 10 consumers follow a 'sober curious' lifestyle in the US
The ‘sober curious’ lifestyle is inching into the mainstream as, according to new Mintel research, nearly four in 10 US consumers closely (22%) or occasionally (16%) follow a sober curious lifestyle.
The market intelligence agency sees consumers turning to alcohol alternatives for their health and to save money.
But that doesn’t mean they’re turning their backs on alcohol entirely, with the majority of sober curious consumers focused on limiting their alcohol consumption but not eliminating it.