Raising a Toast
CONSUMERS
DEMAND
NUTRITIOUS,
ZERO-PROOF
BEVERAGES
By Sarah Graybill
A
s research and
information
about health
and wellness
has become
more widely available in
the digital age, consumers
are being more proactive
and purposeful with their
food and beverage choices.
Growing awareness about
alcohol’s effect on the body
also has spurred “mindful
drinking” in recent years,
prompting consumers to cut
back on alcohol consumption
and replace it with drinks
that do more for their overall
health and wellness.
While Mayo Clinic cites
numerous studies showing
that moderate amounts of
any alcohol type can have
heart benefi ts, the emerging
“sober-curious” or mindful
drinkers have shifted
consumption to more zero-
proof beverages and healthy
drink options. For instance,
Chicago-based Mintel’s “U.S.
Flavor & Ingredient Trends
2019” report states that 45
percent of U.S. millennials
Drink Asia
22
would give up alcoholic
beverages to improve their
health.
In response to these trends,
beverage manufacturers are
delivering on the growing
demand for zero -proof
and functional beverages,
bringing a variety of options
to market.
Emerging in the United
Kingdom in 2014 and making
its way to the United States,
Dry January is a public health
campaign that encourages
March-April 2020
consumers to limit or abstain
from alcohol during the fi rst
month of the year. However,
a recent survey by data
analytics organization YouGov
shows that the fad could
be waning. In December
2019, only 14 percent of
22,760 survey respondents
intended to partake in
Dry January 2020 versus
last year’s poll, when 23
percent of respondents said
they planned to participate.
However, the reason for
decreasing participation is
of note, as 33 percent of