The social landscape is changing dramatically and the traditional methods of socializing, which relied heavily on alcohol consumption, are undergoing significant changes. This transformation is being led by a growing “dry economy”, characterized by a sharp increase in non-alcoholic and psychotropic products. California sober is an expression that has become increasingly common and it means choosing cannabis instead of drinking alcohol.
The report “The Future of Socialising 2024: High & Dry” provides a comprehensive insight into these emerging trends, with insights into consumer behaviour, market potential and the future of socialisation.
A change in social dynamics
For decades, social interactions have been closely linked to alcohol consumption. Pubs, bars and clubs have flourished as centres of social activity where alcohol plays a central role. But new data suggests a shift in this paradigm. Non-alcoholic beverages, once relegated to the fringes of social gatherings, have entered the mainstream. The decline in alcohol consumption, driven by health-conscious consumers and changing societal norms, has paved the way for a variety of alternative products.
In the United States, 37 states have legalized medical cannabis, and two states have embraced therapeutic psilocybin. Germany and Switzerland are also opening their doors to legal cannabis markets, reflecting a global trend towards the decriminalization and regulation of psychotropic substances. This change is not just regulating; It reflects changing consumer preferences and a wider acceptance of alternative mood-altering substances.
Market Overview: A Growing Dry Economy
The market for non-alcoholic and psychotropic products is expanding at an unprecedented rate. The report highlights the significant growth in various segments:
- Low and non-alcoholic beverages: Expected to grow from £2.1 billion to £9.8 billion.
- Cannabis: Expected to skyrocket from £17.7 billion to £37 billion.
- CBD products: Projected to expand from £1.4 billion to £16 billion.
- Functional mushrooms: Forecast to grow from £2.6 billion to £24 billion.
Large beverage companies are actively investing in these emerging markets. Constellation Brands, Molson Coors, Heineken, and others have partnered with cannabis producers to explore opportunities in non-alcoholic cannabis beverages. This trend indicates a significant shift in the dynamics of the industry, with traditional alcohol companies diversifying into psychotropic products.
Understand consumer motivations
The motives behind the increasing adoption of psychotropic products are multifaceted. Consumers are looking for alternatives to alcohol that offer relaxation, stress relief, and social enjoyment without the negative effects associated with alcohol consumption. The report identifies key opportunities for psychotropic use in the UK and US, such as relaxing at home, socialising with friends and attending events. This mirrors traditional alcohol consumption patterns but with a focus on well-being and mental health.
In the UK, 77% of psychotropically curious consumers use these substances to relax at home, while 73% of US consumers use them for the same purpose. Well-being is valued higher in developed markets, underscoring a shift towards healthier lifestyle choices.
The future of functional products
Functional mushrooms, adaptogens, nootropics, and CBD are entering the mainstream, driven by consumer demand for natural and effective solutions for mental health and well-being. The report indicates that 96% of psychotropically curious consumers in the UK have tried or are considering CBD, with many using it to relax, improve sleep, and relieve anxiety. This trend is expected to continue, with further acceptance of these products as natural aids for mental health.
Generational Change: The Role of Gen Z
Younger generations, especially Gen Z, are leading the way towards a high and dry future. This generation is more open to and understanding of the benefits of psychotropic substances. According to the report, 80% of Gen Z in the UK support the legalisation of cannabis, with many interested in trying new experiences and prioritising mental health.
Gen Z’s attitudes towards psychedelics are also changing. Social media has played a crucial role in educating this generation about the benefits and safe use of substances such as magic mushrooms. This change is not just about recreational use, but also about improving the lifestyle in a conscious and stylish way.
Challenges and opportunities
While the future of socialization seems promising, several challenges remain. The black market for cannabis and psychedelics remains a significant problem in the United States, where many consumers buy from dealers. Education and awareness are crucial to driving the industry forward, as 96% of psychotropically curious consumers seek advice before buying.
Regulatory changes are also crucial. The report predicts that cannabis will be legalized in the UK by 2030, following the roadmap created by other countries. This would create new opportunities for businesses and lead to the emergence of new job functions, such as budtenders, growers, and psychedelic retreat managers.
Embracing a Future That Is “High & Dry”
The future of socialization will undergo a radical transformation as the dry economy continues to grow. With a focus on wellbeing, mental health, and innovative products, the social landscape is evolving to cater to new consumer preferences. The “High & Dry” era is not just a trend but a movement towards a healthier and more conscious approach to social interactions.
Businesses must adapt to these changes by understanding the opportunities and threats presented by the changing market. By embracing the trends and insights highlighted in the report, they can develop strategies to thrive in this disruptive era. As we look forward to 2025 and beyond, the future of socialization promises to be diverse, inclusive, and centered on improving well-being.