"Reasons for Not Drinking" Are Increasing - Research and Social Media Indicate a Shift Away from Alcohol: Nutrition as "Addition," Preferences as "Redefinition"

As the global trend towards high-protein diets intensifies, "functional" categories such as dairy products, meat, and sports nutrition are expanding, while major companies focused on indulgence, such as snacks, chocolate, and alcohol, are experiencing stagnation in volume growth. This shift is driven by a growing health consciousness and behavioral changes due to the widespread use of GLP-1 (a medication for obesity treatment), which reduces cravings for sweets and alcohol. Research supports the decline in alcohol consumption, and on social media, stories of people drinking less and supporting high-protein diets are spreading. On the other hand, there is a risk of backlash against exaggerated protein claims. Companies should aim to balance trust and sales by reformulating products to enhance nutritional density, offering practical products with small portions, high protein, and high dietary fiber, and maintaining transparent labeling and educational user-generated content (UGC). The alcohol industry should attempt to "redefine" itself with low ABV and functional products, while investors should focus on upstream raw materials and solutions, as well as the progress in monetizing reformulations.