Vices are rebranding.
Fixated. A NielsenIQ/Spate report examined the rise of “controlled indulgence” as consumers embrace moderation and modern alternatives — from nicotine pouches to THC beverages.
Sippin’. Sober-curious consumers are indulging in cocktails and mocktails, with 38% consuming both on the same occasion. Meanwhile, NA ready-to-drink and spirits topped $1B in annual sales. Fueled by Gen Z and millennials, THC bevs reached $217M, becoming the most popular alternative, led by brands like Nowadays and Cann.
Prioritizing gut health, stress relief, and energy, functional beverages grew ~12%, nearing $28B. Packing nootropics and adaptogens, Kin Euphorics, Four Sigmatic, and Recess were standouts.
New nicotine. Cigarette sales are dipping, but smokeless options like pouches are rebranding nicotine as a nootropic. Attracting new users, searches for explainers, dosage, and stockists are growing.
Big picture. For many, wellness is a means for more indulgence. Leaning into the detox-to-retox lifestyle, brands like 4AM and Maesa’s Party of You offer skincare for late nights, while ZBiotics and The Plug promise a quicker comeback from drinking.
Looking ahead: Ditching an all-or-nothing approach, consumers are returning to an everything-in-moderation mindset and gravitating toward “healthier” vices.
