Polish consumers drive growth in non-alcoholic beverage market

A shift in consumer behavior in Poland is driving growth in the non-alcoholic beverage sector. According to a survey by SW Research commissioned by the Association of Polish Brewers, a majority of Polish citizens oppose treating non-alcoholic beer the same as traditional alcoholic drinks. The study found that 71% of respondents reject removing non-alcoholic beer from stores, and 57% support maintaining current advertising freedoms for these products. Additionally, 61.5% of participants view non-alcoholic options as a viable alternative to classic beer, while 52.3% see them as a tool to reduce alcohol consumption.

In the corporate sector, the company Ambra is pivoting toward this trend. Non-alcoholic products accounted for 13.7% of the group's revenue in the 2025/2026 fiscal year, and management aims for this share to exceed 20% in the coming years. Ambra's CEO, Robert Ogór, noted that sales of non-alcoholic beverages grew by 4.2%, with dealcoholized wines seeing a 20.8% increase. The company plans to focus on premium non-alcoholic products and expand production capacities to meet changing consumer preferences.