European Beverage Sales Shifted Away From Alcohol in 2025
Total grocery beverage spending reached €180 billion as consumers increasingly favored non-alcoholic alternatives.
Updated on Oct. 1, 2026 in Cocktails
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Total beverage sales in Europe's six largest grocery markets grew by 2.9% in 2025 to reach €180 billion. During this same period, consumer spending on traditional alcoholic beverages declined by 0.8%.
Why it matters
Shoppers are increasingly prioritizing healthier lifestyles by opting for lower-sugar or lower-calorie alternatives. Younger demographics are also fueling this shift by consuming less alcohol as part of changing daily social habits.
Low- and no-alcohol alternatives saw a 7.3% sales increase in 2025, while beer, cider, wine, and spirits sales fell by up to 2.2%. New beverage products generated €242 million in additional sales during the year.
The players
Circana
This is a global market research firm that provides data and insights on consumer behavior and retail trends.
The details
Retailers heavily supported this trend, with 41% of beer and 37% of alcoholic drinks sold on promotion. Meanwhile, shoppers shifted their preferences toward non-alcoholic options like bottled water, juice, smoothies, tea, and coffee.
Timeline
Total beverage sales growth was recorded throughout the year 2025.
Beverage market sales volume increased by 1.6% in Q2 2026.
Circana presented the market data at the Beverage Forum on October 1, 2026.
Culture Shift
The rise of non-alcoholic sales reflects the ongoing European grocery market shift toward healthier beverage alternatives that prioritize lower sugar and caloric intake. This move mirrors a broader societal transition where younger demographics are actively reducing alcohol consumption in favor of wellness.
Shoppers may find an increasing variety of low- and no-alcohol alternatives on store shelves as retailers respond to shifting consumer demand. These healthier options now represent a significant portion of beverage spending, potentially changing daily purchasing routines for many consumers.
The takeaway
The sustained growth of non-alcoholic beverages indicates a long-term change in consumer habits rather than a temporary trend. Readers may consider exploring the expanding market of alcohol-free mixers and craft sodas as healthy alternatives for social gatherings.
Further reading
Learn more about the evolving landscape of mixed drinks and Cocktails in our dedicated section.
Live Poll
Are you planning to buy fewer alcoholic beverages in favor of healthier drink alternatives?
