How beverage brands can tap into sober-curious consumers

More people are rethinking their drinking habits, and it's changing the beverage industry in big ways. Whether they're cutting back or giving up alcohol completely, consumers are looking for new options that fit their lifestyle. This shift, often called the "sober-curious" movement, is picking up speed, and brands need to pay attention. 

The shift toward less alcohol 

Younger generations are drinking less, with many opting out of alcohol altogether. For example, 30% of Gen Z consumers in the UK report drinking less than last year, and 13% have given up alcohol completely. Meanwhile, in the U.S., concerns around alcohol's health risks are mounting, with reports linking alcohol consumption to several health issues, including increased cancer risks and rising binge drinking rates among middle-aged adults. 

With heightened health awareness and social media influence, consumers are redefining what it means to celebrate, socialize, and unwind. Platforms like Instagram, Facebook, and TikTok are buzzing with influencers promoting non-alcoholic alternatives and the "clean living" movement, signaling a cultural shift that brands cannot afford to ignore. 

Beverage brands are pivoting

With these changing habits, brands are responding by creating new products that fit into people's lifestyles. Big names in the alcohol industry are introducing non-alcoholic or low-alcohol versions of their popular drinks.

But how far should they go?

• Do people want these new choices? Testing and gathering feedback is key to understanding consumer interest. 

• How much is too much? Offering too many new options could hurt existing product sales. 

• What's the right message? For brands with alcohol-free products, it's crucial to communicate their benefits in a way that connects with consumers. 

• How can brands stay relevant? Brands outside the sober trend can still connect with their audience through events, partnerships, and messaging that aligns with their lifestyle 

Tapping into social media  

For brands, the challenge is finding the right balance between innovation and protecting their core business. How far into the low and no-alcohol subcategories should they go before risking the cannibalization of their portfolios? 

Social media has become a driving force in shaping consumer preferences. Platforms like Instagram, Facebook, and TikTok serve as trend incubators where influencers and everyday consumers share their experiences with non-alcoholic alternatives and healthier lifestyles. 

So, how can brands keep up with these changing preferences? 

By testing in the wild. Understanding what consumers truly want means observing their real-world behaviors and preferences, not just relying on self-reported surveys.

• Take product development from ideas to insights with a customized process to test in the market and get real-world feedback fast. 

• Uncover the truth about what motivates consumers, identify your best audiences, and structure tests to ensure no stone is left unturned. 

• Accurately A/B/C/D… to Z test up to one million people in two weeks. Plus, get a report that breaks down the data without breaking the bank. 

At Orchard, we believe in tapping into these authentic insights. Our in the wild testing reveals what your consumers actually want, not just what they say they want.

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