Europeans are abandoning alcohol for flavor and health benefits, according to research firm.

Written by Emily J. Thompson, Senior Investment Analyst

Source: Reuters

Updated: Oct 07 2025

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Source: Reuters

Changing Drinking Habits: Younger Europeans are consuming less alcohol due to taste preferences and health concerns, with 71% of consumers buying or drinking less alcohol, and nearly 25% of 25-35-year-olds abstaining entirely.
Market Shift: Non-alcoholic drinks now represent nearly 60% of sales in Europe's beverage market, growing by 5.1% year-on-year, while alcoholic beverages saw a decline of 1.8%, indicating a significant shift in consumer preferences.
Diverging Opinions: Some industry executives attribute the decline in alcohol sales to economic pressures, while others believe it reflects a deeper change in consumer preferences that may be difficult to reverse.
Broader Trends: A Gallup poll in the U.S. revealed that the number of Americans drinking alcohol has reached a record low, with many now viewing even moderate drinking as harmful to health.

About the author

Emily J. Thompson

Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.