As 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 benefits, 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 would give up alcohol beverages to improve their health.