Vices Reimagined: The Rise of Controlled Indulgence

Alcohol consumption in the US just hit a historic low. That doesn't mean people are giving up on indulgence; it means they're rebuilding it. Sober curiosity, THC beverages, functional drinks, and nicotine alternatives are all rising at once, each offering a different way to feel something without the same trade-offs.

Most trend reports can only tell you what people are curious about. This one tells you whether that curiosity is actually converting. Spate and NielsenIQ paired Spate's Popularity Index tracking search and social behavior across Google, TikTok, and Instagram with NIQ's point-of-sale retail data, so you can see the full path from early digital signal to real shelf performance.

The result is a report built around a question most brands are guessing at right now: which parts of the "controlled indulgence" shift are a genuine, sustained category move, and which are just noise on social.

Download the Report to Discover:

• Where vice categories are accelerating across search, social, and retail — and where the two are diverging
• The consumer motivations behind sober curiosity, functional escapism, and moderated indulgence
• The brands, ingredients, and formats turning digital attention into measurable sales
• Strategic implications for brands across beverage, nicotine, and wellness

Brought to you by NielsenIQ and Spate.

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FAQs

Is alcohol consumption actually declining in the US?

Yes, this report cites Gallup data showing American alcohol consumption at a historic low, while categories like non-alcoholic beverages and functional beverages are growing in its place.

What is "controlled indulgence"?

A term this report uses to describe how consumers are reshaping vice categories alcohol, nicotine, cannabis, and indulgent treats around moderation, ritual, and intentional choice, rather than abstaining altogether.

What makes this report different from typical trend reports?

It pairs Spate's search and social trend data (which signals emerging consumer curiosity) with NielsenIQ's retail point-of-sale data (which shows actual sales), so it shows not just what's trending online, but whether that interest is converting into category growth.

What categories does the report cover?

Sober curiosity and controlled intoxication, nicotine alternatives, functional beverages and "functional escapism," plus adjacent categories like sports betting.

Who created this report?

NielsenIQ (NIQ), the global consumer intelligence company, in partnership with Spate, the AI-powered trend forecasting platform.