The IWSR (International Wine and Spirits Research) is a top authority on global alcohol beverage market data, analysis and insights, providing strategic intelligence to the industry.
According to the IWSR No- and Low-Alcohol Strategic Study 2024, the market is experiencing a transformative shift, driven by younger consumers and evolving preferences. Across 10 key markets, including the US, Brazil, UK, and Japan, no-alcohol is expected to grow at a compound annual growth rate (CAGR) of 7%, while low-alcohol volumes remain static.
Key findings highlight that the US and Brazil are poised as key growth markets, with CAGRs of 18% and 10%, respectively. Younger demographics, particularly Gen Z and Millennials, are adopting no-alcohol options more frequently, with Gen Z substituting non-alcoholic drinks like soda and energy drinks, and Millennials showing more brand loyalty. In contrast, older demographics lean toward occasional consumption or traditional no/low beer offerings.
Taste, availability and brand appeal are becoming critical drivers of growth, alongside moderation motivations. Emerging product categories, such as sparkling teas and botanical-infused beverages, are gaining traction, reflecting innovation trends. Availability remains a significant barrier in markets like Brazil and the US, while pricing alignment with full-strength offerings supports growth in mature markets like the UK and Spain.
