构 “瘾性消费”：可控式享乐风潮来袭.docxVIP

VICES

Reimagined

TheRiseofControlledIndulgence

February2026

Confidentialandproprietary

WHATISTHEPOPULARITYINDEX?

ThePopularityIndexcombinesdatafromGoogle,TikTokandInstagramtoshowhowpopulara

categoryortrendis.

Forexample,lookingatthegraphontheright,thetrendfor“Matcha”intheUSgrewby148.7%over

thepastyear.

Theindexmeasureshow“Matcha”comparestoallotherfoodandbeveragetrendsonTikTok,

InstagramandGoogle.

Itadjustsforgrowthdifferencesoneachplatformtoaccuratelyreflecttheincreaseinpopularity.

-v-s-回

ThePopularityIndexfor“Matcha”forGoogleSearches,TikTokViewsInstagramViewsintheUS.

4

4

Tableof

Contents

6–What’saVICE

8–SoberCuriosityControlledIntoxication

19–NicotineReimagined

25–FunctionalEscapism

38–AndBeyond

43–KeyTakeaways

6

What’sa

VICE

VICE

/vīs/

Aviceisacategoryofoptionalconsumptionorentertainmentthat

fulfillsemotional,social,orexperientialneedsratherthanfunctionalnecessity.Thesecategories—includingalcohol,tobacco,cannabis,

functionalindulgence,andindulgenttreats—areshapedbyculturalnorms,regulation,andevolvingattitudestowardwellness,pleasure,andresponsibility.

Source:ChatGPTNIQEnterprise

VICESReimagined

VICES

Reimagined

TheRiseofControlledIndulgence

Tobacco

Social

Media

Beverage

Alcohol

Nicotine

THCDrinks

Doomscroll

SweetTreats

Video

Games

FunctionalDrinks

EnergyDrinks

Streaming

Sports

Betting

7

7

?

SoberCuriosity

ControlledIntoxication

Alcoholconsumptionisatanewlow

American’sConsumptionOfAlcoholicBeverages

75

70

65

60

55

50

19392025

Source:Gallup.Americans’UseofAlcoholicBeverages,1939–2025.GallupConsumptionHabitsSurvey.Accessed

,PageUpdatedAugust13,2025,AccessedJanuary7,2026

9?

9

ExcludingRTDs,annualgrowthwasnotachieved

BeverageAlcoholbyCategory(exclRTD