That’s up from 11% last year according to Morning Consult research. It's in line with wine (20%) and cocktails (19%), but light beer (34%) still reigns for Super Bowl adult beverages.

NEW: Our quarterly report, The State of Food & Beverage, tracks evolving consumer trends in the food & beverage sector and what they mean for the future of the industry. Download now: morningconsult.biz/3uNNd9V

Alcohol Drinking Declines and Sobriety Spreads as Consumers Slash Discretionary Spending morningconsult.biz/3OZZTCg via Emily Moquin

NEW REPORT: Our semiannual State of Food & Beverage report tracks evolving consumer behaviors in the food & beverage sector and what they mean for the future of the industry. Download the full report for the latest insights: morningconsult.biz/3QVkQ1k via Emily Moquin

Thank you for having me Rachelle Akuffo and Dave Briggs!

A fascinating topic to me, personally. I had a lot of fun digging into the data around healthy eating in my memo this week.

19% of U.S. adults have "a lot" of trust in food & bev companies to do what's right for the environment I see a lot of potential upside when I look at that stat! Morning Consult's new report series explores consumers' attitudes, behaviors, and expectations around sustainability

Buying less expensive items at the grocery store can only get you so far. My memo this week cites an increasing share of shoppers opting to just buy fewer groceries overall.

2 weeks until Thanksgiving!

A big year for food and beverage in our Fastest Growing Brands report. Check it out!