“Sober-curious”: Europeans keen to roll back on alcohol amid functional beverage innovations

02 Apr 2024 — Consumers are drifting away from alcohol consumption, with 40% of Europeans opting for coffee instead and over half of them claiming they would cut back if a wider range of healthy beverages were available, says Prinova’s research. 

Food Ingredients First examines the emerging trend with James Street, global marketing director at Prinova, who believes consumers are increasingly “re-evaluating” their relationship with alcohol.