Sales of alcohol-free beers, wines, and spirits have surged by 17% over the past year, marking a major shift in consumer habits, according to new research by YouGov, cited by Le Soir on Tuesday.
The research firm compared household purchases for home consumption across two extended periods: April 2020 to March 2021 and April 2024 to March 2025. The findings revealed a dramatic 34% increase in sales of alcohol-free beverages over the four-year span, with 17% of that growth occurring in just the past 12 months.
This rapid rise in popularity indicates a deeper, longer-term transformation in the beverage market. Alcohol-free drinks now make up nearly 7% of the entire alcoholic beverage sector, with non-alcoholic beer alone representing 8.8% of all beer sales.
“We are buying fewer alcoholic beverages. This trend is strongly linked to demographic changes,” said François Lambert, a consultant at YouGov. “Older families purchase more alcoholic drinks compared to younger ones. As older families are replaced by younger ones, the home alcohol market declines.”
The generational shift is clearly influencing purchasing habits. Families under the age of 30 are leading the move away from traditional alcoholic products, choosing instead non-alcoholic wines, ciders, aperitifs, and spirits.
This younger demographic is embracing alcohol-free options as part of a broader focus on health and wellness, reflecting a cultural move towards moderation and mindful consumption.
Surprisingly, while younger consumers are driving demand for alcohol-free wines and spirits, non-alcoholic beer continues to resonate more with older generations. “Non-alcoholic beer is particularly popular among older age groups,” noted Lambert.
Industry experts point to a number of contributing factors behind the growth. The increasing availability and improved taste of alcohol-free alternatives, combined with shifting attitudes toward alcohol consumption, have made these products more appealing. The rise of ‘sober-curious’ lifestyles, Dry January campaigns, and workplace wellness initiatives have also played a role.
Supermarkets and beverage companies have responded by expanding their alcohol-free offerings, dedicating more shelf space and marketing to the category. Major beer brands and artisanal brewers alike have launched a wide range of alcohol-free options, catering to both casual drinkers and those looking for a complete lifestyle shift.
Market analysts suggest the trend is unlikely to reverse. “This is not a temporary phenomenon,” said Lambert. “It’s a structural change in the way people view alcohol. As younger generations age, they are likely to continue these habits, reshaping the market for decades to come.”
With consumer preferences continuing to evolve, the alcohol industry is being forced to adapt quickly. Whether driven by health concerns, lifestyle choices, or changing social norms, the message is clear: alcohol-free is no longer a niche — it’s becoming the new normal.
