As people seek healthier alternatives, the sober curious movement continues to grow. Experts delve into how this wellness trend enables inclusive social experiences, the popularity of low and non-alcoholic beverages, the evolution of consumer preferences, sophisticated industry offerings, and the path ahead
Younger consumers, particularly millennials and Gen Z, are increasingly prioritising their health and seeking out low-sugar, natural, and functional beverages. Photo Courtesy: Pandan Club
- Global research suggests that Gen Z is drinking less alcohol than its predecessors
- The generational shift in preference can be attributed to increased awareness about health
- With this movement, the market for non-alcoholic beverages has seen a remarkable surge
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