Amid Surgeon General's Warning on Alcohol and Cancer, Middle-Aged Women Rethink Drinking

Rhea-AI Summary

SOBRsafe (NASDAQ: SOBR) has released a comprehensive survey revealing significant insights about alcohol consumption among middle-aged American women. The Censuswide study of 1,001 women aged 40-65 shows that 30% are moving toward sober living while 45% express concerns about dependency.

The survey highlights concerning trends among women in their 40s:

• 28% drink more than in their 20s
• Over 1/3 use alcohol for anxiety management
• 28% increased drinking after breakups
• 40% of single women use alcohol for first-date anxiety

The study also reveals health impacts: 32% report gut health issues, 27% experience disrupted sleep, and 23% face memory issues. Major barriers to seeking help include embarrassment (18%), reluctance to quit (32%), and financial limitations (16%). The research coincides with the U.S. Surgeon General's warning about alcohol-cancer links and Alcohol Awareness Month.

Positive

• Company positioned in growing market segment with 30% of middle-aged women moving toward sobriety
• Development of SOBRsure band technology addressing market need
• Strategic timing of research release coinciding with Surgeon General's warning and Alcohol Awareness Month

Negative

• No specific revenue or financial metrics provided
• No market share or competitive positioning data disclosed

Insights

Market Research Analyst

SOBRsafe's new survey reveals compelling data aligning perfectly with growing sober curiosity trends, particularly among middle-aged women - a demographic with significant consumer spending power. The survey's timing alongside the Surgeon General's alcohol-cancer warning creates a powerful market positioning opportunity for SOBRsafe's monitoring technology.

The data showing 30% of middle-aged women moving toward sobriety represents a substantial addressable market. Equally significant is the 45% expressing dependency concerns, suggesting an even larger potential customer base who recognize problematic drinking behaviors but haven't yet taken action.

Market barriers identified in the research - including shame (18%) and financial limitations (16%) - provide SOBRsafe with clear messaging opportunities to differentiate their solutions. The specific pain points identified (gut health issues, sleep disruption, worsened anxiety) create targeted marketing channels for customer acquisition.

This research represents a strategic move to establish SOBRsafe as a thought leader in the growing sobriety technology space while providing valuable market intelligence for product development and marketing initiatives. The association with Alcohol Awareness Month further amplifies visibility and establishes brand positioning at the intersection of wellness and technology - a rapidly growing segment with strong investor interest.

Health Technology Specialist

This survey effectively positions SOBRsafe at the convergence of three significant health technology trends: wearable wellness monitoring, alcohol consumption awareness, and women's health. By connecting their technology to the Surgeon General's cancer warning, SOBRsafe elevates their SOBRsure band beyond simple monitoring to a preventative health tool.

The survey data revealing specific health concerns - 32% reporting gut issues, 27% experiencing sleep disruption, and 23% with memory problems - creates multiple clinical application pathways for SOBRsafe's technology beyond simple sobriety tracking. This multi-functionality significantly expands the product's potential market reach.

Particularly noteworthy is the identification of specific life transition triggers driving alcohol consumption in the 40-49 demographic (breakups, parenting stress, loneliness). These behavioral insights provide SOBRsafe with targeted intervention opportunities that could strengthen user engagement and retention metrics.

The company's strategic release during Alcohol Awareness Month demonstrates sophisticated health marketing awareness. By framing their technology as supporting women "whether you desire to cut back or quit drinking altogether," SOBRsafe widens their addressable market beyond abstinence-only users to include the growing "sober curious" segment seeking moderation tools. This inclusive positioning substantially increases their total addressable market in the emerging digital health sobriety space.

New Survey Reveals 30% of Middle-Aged Women are Embracing Sober Curiosity as 45% Express Dependency Concerns

DENVER, April 3, 2025 /PRNewswire/ -- Following the U.S. Surgeon General's warning about the link between alcohol and cancer, SOBRsafe (NASDAQ: SOBR) reveals key insights into the relationship between middle-aged women and alcohol. Conducted by Censuswide, the survey of 1,001 American women who drink alcohol aged 40 - 65 sheds light on their motivations, drinking habits, and barriers to seeking help. These findings detailed below, released in conjunction with April's Alcohol Awareness Month, aim to encourage open conversations about alcohol use among women navigating their midlife journey, ensuring they receive the support they need.

New Survey Reveals 30% of Middle-Aged Women are Embracing Sober Curiosity as 45% Express Dependency Concerns

The Drinking Decade: 40's
Drinking behaviors are particularly pronounced among women surveyed in their 40s, with 28% of those who drink saying they drink more now than they did in their 20s. This 40 - 49 age demographic reports.

• Just over 1 in 3 use alcohol to unwind or manage anxiety
• 28% saw an increase in drinking alcohol after a breakup
• Almost 1 in 4 of those who have children drink to manage parenting stress
• 28% drink to cope with loneliness
• 40% of those who are single rely on alcohol to ease first-date anxiety

"Women are often navigating significant life transitions and emotional challenges in their 40's, and for many, alcohol becomes a default coping mechanism," said Dr. Mandy Neeble Diamond, a clinical forensic psychologist and addiction specialist. "Feelings of shame combined with the stigma around seeking help keep many women trapped in quiet, unhealthy habits."

The Health Toll: From Well-Being to Aging
Despite its short-term relief, women who drink are experiencing alcohol's negative effects on their mental and physical health.

• 32% report gut health issues and digestive discomfort after drinking alcohol
• 27% report disrupted sleep due to drinking
• Almost 1 in 4 say alcohol worsens their anxiety and depression
• 23% experience memory issues tied to alcohol use

Barriers to Change: Shame, Social Pressure, and Cost
While nearly half of middle-aged women express concern about their drinking habits and alcohol dependency, seeking help remains a challenge:

• 18% feel too embarrassed or ashamed to ask for help
• 32% report they aren't ready to quit drinking
• 16% cite financial limitations as a barrier to seeking treatment
• 13% reveal they don't have time to seek help

"By shining a light on these shared experiences and feelings, we hope to inspire meaningful conversations and provide real solutions," said SOBRsafe Chairman and CEO David Gandini. "Whether you desire to cut back or quit drinking altogether, SOBRsafe tools and resources are available to support every journey." 

A Shift Toward Sobriety Through Research and Innovation
An increasing number of women are re-evaluating their relationship with alcohol, with 30% actively moving toward a sober or damp lifestyle. New research and innovations in nonalcoholic beverages and alcohol detection technology, such as the SOBRsure band, play an important role in these shifting cultural attitudes by empowering women with tools to make healthier choices and long-term change.

Resources like SOBRsafe offer support, guidance, and technology to help rebuild trust and foster accountability. For more information about SOBRsafe, visit www.sobrsafe.com or follow @sobrsafe on socials. For additional survey stats, contact sobrsafe@stanton-company.com.

ABOUT SOBRsafe
Through next-generation alcohol detection technology, we enable trust and empower recovery ... with a human touch. SOBRsafe's advanced transdermal (touch-based) technology detects and reports in real-time the presence of alcohol as emitted through a user's skin - no breath, blood, or urine samples are required. With a powerful backend data platform, SOBRsafe provides passive, dignified screening and monitoring solutions for the behavioral health, family law and consumer markets, and for licensing and integration.

PRESS CONTACT
Talia Rotenberg
talia@stanton-company.com
310.339.3591

Safe Harbor Statement
Our prospects here at SOBRsafe are subject to uncertainties and risks. This news release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Act of 1934. The Company intends that such forward-looking statements be subject to the safe harbor provided by the foregoing Sections. These forward-looking statements are based largely on the expectations or forecasts of future events, can be affected by inaccurate assumptions, and are subject to various business risks and known and unknown uncertainties, a number of which are beyond the control of management. Therefore, actual results could differ materially from the forward-looking statements contained in this presentation. The Company cannot predict or determine after the fact what factors would cause actual results to differ materially from those indicated by the forward-looking statements or other statements. The reader should consider statements that include the words "believes", "expects", "anticipates", "intends", "estimates", "plans", "projects", "should", or other expressions that are predictions of or indicate future events or trends, to be uncertain and forward-looking. We caution readers not to place undue reliance upon any such forward-looking statements. The Company does not undertake to publicly update or revise forward-looking statements, whether because of new information, future events or otherwise. Additional information respecting factors that could materially affect the Company and its operations are contained in the Company's filings with the SEC which can be found on the SEC's website at www.sec.gov.

About the Research:
The research was conducted by Censuswide, among a sample of 1338 American women aged 40 - 65. The data was collected between 12.03.2025 - 20.03.2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.

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SOURCE SOBR Safe, Inc.

FAQ

What percentage of middle-aged women are moving towards sobriety according to SOBRsafe's 2025 survey?

30% of middle-aged women are actively moving toward a sober or damp lifestyle according to the survey.

How many women in their 40s reported increased alcohol consumption compared to their 20s (SOBR)?

28% of women who drink in their 40s reported drinking more now than they did in their 20s.

What are the main health issues reported by middle-aged women who drink alcohol in the SOBR study?

32% report gut health issues, 27% experience disrupted sleep, 23% face memory issues, and almost 1 in 4 say alcohol worsens anxiety and depression.

What are the primary barriers preventing middle-aged women from seeking help for alcohol dependency (SOBR)?

18% feel too embarrassed to ask for help, 32% aren't ready to quit, 16% face financial limitations, and 13% lack time to seek treatment.

How many middle-aged women express dependency concerns according to SOBRsafe's 2025 research?

45% of middle-aged women surveyed express concerns about their drinking habits and alcohol dependency.