“Sober curious” beverage trend gains traction among Millennials and Gen Z, says Treatt

The so-called “sober curious” movement is gathering pace in the beverage arena as more individuals opt to lower their alcohol intake or remove it altogether. That is, according to UK-headquartered flavor ingredients provider Treatt. As more Millennials and Gen Z consumers look to explore a lifestyle less influenced by alcohol, beverage companies are met with new challenges to cater to a new target audience with appealing and innovative flavors, the company notes.

Alcoholic drinks make up 16.5 percent of the beverage market, making this pillar one of the largest categories, with consumption sitting at approximately 33 billion liters a year, according to Treatt. With the current focus on health and wellness, industry can perhaps expect to see this number slowly decline, creating challenges for the alcohol market specifically, the company notes. Shifts in

consumer demand result in greater adaptability and Treatt has listed the ways beverage brands are responding to the new interest in sober living.

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