European beverage market shifts toward healthier non-alcoholic options

Consumer habits are shifting across Europe's six largest grocery markets—France, Germany, Italy, the Netherlands, Spain, and the United Kingdom—as shoppers increasingly prioritize healthier lifestyles. While total beverage spending rose by 2.9% to reach 180 billion euros, the composition of those purchases is changing.

Spending on alcohol declined by 0.8%, with specific categories seeing drops in beer (0.9%), cider (1.2%), wine (1.5%), and spirits (2.2%). In contrast, sales of low or no-alcohol alternatives grew by 7.3%. The non-alcoholic beverage sector saw a 5.4% increase, reaching a value of 109 billion euros, driven by demand for sports drinks, energy drinks, and yogurt-based beverages.

Data from Circana indicates that 43% of consumers have reduced their alcohol consumption by buying less, delaying purchases, or abstaining entirely. This trend is most pronounced among those aged 25 to 39, where 50% reported such changes. Consumers are instead opting for more bottled water, juices, smoothies, tea, and coffee.