Q&A: Surge in ‘sober curious’ movement could yield lasting health benefits
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While the CDC estimated that excessive alcohol use contributed to approximately 178,000 U.S. deaths each year from 2020 to 2021, an emerging lifestyle trend may help counter those statistics in the years ahead.
A recent survey from NCSolutions showed that more than 40% of Americans — especially younger Americans — are trying to drink less alcohol as the “sober curious” movement gains popularity.
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“There’s a noticeable shift in consumer attitudes toward drinking, which aligns with a broader trend in consumers actively seeking healthier and more sustainable alternatives,” Deirdre McFarland, senior vice president of marketing and communications at NCSolutions, told Healio. “While the rise of the sober curious movement was not surprising, the magnitude of its growth over the past year has been remarkable, as a significant 41% of Americans express plans to drink less in 2024, marking a notable 7-point increase from 2023.”
McFarland continued, “We were surprised to see that the millennials and Generation Z are at the forefront of this shift. In fact, our research showed that 42% of consumers surveyed believe Gen Z is spearheading the sober curious trend, which goes against the commonly held perception that younger adults tend to drink more heavily.”
The survey was a follow-up to NCSolutions 2023 analysis of the sober curious movement and included perspectives on alcohol and drinking trends from more than 1,000 Americans aged 21 years and older.
In an interview with Healio, McFarland highlighted key findings from the survey.
Healio: What were the most surprising results?
McFarland: Our survey revealed that 61% of Gen Zers born between 1997 and 2002 plan to drink less in 2024, a 53% increase from 2023 (40%). Nearly half (49%) of millennials follow suit, with a 26% increase from the previous year.
Further proof that the sober curious lifestyle has gained traction is the fact that 34% of respondents stated they were “mindful drinkers,” meaning they are more considerate of how often and how long they’re drinking, as well as how many drinks they are having.
In addition, 28% of Americans did not drink alcohol at all in 2023. Two of the top five reasons for this were health-related, including attempts to improve physical health and avoid addiction concerns. Among the other reasons were that they did not like the taste of alcohol, wanted to save money and simply did not want to drink alcohol.
Healio: Why are Gen Zers and millennials drinking less?
McFarland: Younger consumers are drinking less for several reasons, with saving money and improving physical health being the top motivators for switching to a sober lifestyle.
We also found that more than one-third (36%) of Gen Z consumers surveyed cite mental health concerns as a driving force behind going alcohol-free. Other reasons Gen Zers are looking to drink less are wanting to make personal lifestyle changes and to lose weight.
Healio: Could this help counter the rise of liver disease in the U.S.?
McFarland: The cultural shift among consumers looking to cut back on alcohol consumption could be good news for the overall health of Americans.
We found that while 84% still feel drinking is a big part of America’s culture, that’s down nine percentage points from 2023. Any reduction in excessive alcohol consumption could potentially contribute to a healthier population.
In the future, it will be interesting to see if these trends translate to a decrease in liver disease cases, particularly those linked to alcohol.
Healio: Are other trends like Dry January contributing to the decrease in alcohol consumption?
McFarland: Yes. Dry January, which has been widely reported in the media each year, continues to encourage people to be more mindful of their drinking habits. Following the winter holidays, where the celebrations with family, friends and coworkers may lead to imbibing more than usual, the movement grows in stature as a worthwhile New Year’s resolution.
In fact, our purchase data, which is reflective of actual beverage purchases across various retail channels, shows the biggest drop in alcohol sales happens annually between December and January. For instance, there was a 24% fall off in January 2023, compared with December 2022. More than one in five Americans (22%) planned to participate in 2024, while Gen Zers and millennials led the way at 42% and 27%, respectively.
It would be reasonable to assume that this mindfulness regarding alcohol consumption would continue into the following months for some.
Healio: Is a sober curious lifestyle something physicians should discuss with their patients?
McFarland: Physicians may want to endorse a sober curious lifestyle to their patients as a means to preserve better health, much the way they advocate for a healthier diet and regular exercise. With the variety of nonalcoholic alternatives coming to market, being sober curious does not mean the end of the bar culture or people gathering to enjoy special beverages.
Healio: Are younger Americans more concerned with health than older Americans?
McFarland: The desire to improve health by drinking less was a strong factor across all generations in our survey. However, the group most interested in pursuing this was millennials, who tallied the highest percentages in their desire to improve physical health (71%) and mental health (49%), as well as to lose weight (40%).
Healio: Could this shift in drinking culture be permanent?
McFarland: The survey data suggests the new, more mindful drinking culture will likely last as younger generations are taking the lead in reducing their consumption of alcohol. While plans to pursue this lifestyle adjustment in 2024 were indicated by 41% of all those surveyed, Gen Zers and millennials stated they were most likely to do so at 61% and 49%, respectively. Additionally, the percentage of respondents who felt that drinking is a big part of American culture dropped 9% in 2024 from 2023, from 93% to 84%.
This trend is reflected on shelves at the grocery store. Just walk into the beverage aisle: We have the traditional alcoholic options and are starting to see a new set of emerging nonalcoholic beers, wines and mocktails.
Personally, I have noticed that not drinking has become far more mainstream than it was a decade or two ago. Many restaurants have serious mocktails, and there seems to be a greater awareness that alcohol is not a healthy food, even in moderate quantities. A decade ago, guidance suggested you were doing yourself a disservice if you didn’t have a glass of wine a day. Attitudes towards alcohol have evolved.
References:
- Deaths from excessive alcohol use in the United States. https://www.cdc.gov/alcohol/features/excessive-alcohol-deaths.html. Accessed March 11, 2024.
- Sober curious movement: 41% of Americans are trying to drink less alcohol. https://ncsolutions.com/the-goods/sober-curious-nation-alcohol-survey/. Accessed March 11, 2024.
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