Beer consumption trends shift toward home drinking and non-alcoholic options

Recent studies highlight shifting trends in beer consumption across Europe. In the Netherlands, research by Nederlandse Brouwers indicates that while more people are drinking beer in restaurants, hotels, and cafes, the home remains the most popular venue, with 73% of respondents consuming beer at home and 51% at the homes of friends or family.

In Poland, the non-alcoholic beer segment is experiencing significant growth. Data shows that sales of 0.0% beer rose by 16.2% in the first half of 2026 compared to the previous year, even as alcoholic beer sales declined by 11.2%. Polish consumers largely oppose potential restrictions on non-alcoholic beer, with 71% against a ban on its sale. Many view these products as a way to reduce overall alcohol consumption, with 61.5% seeing them as a substitute for alcoholic beer and 52.3% using them to limit their intake of stronger spirits.