The worldwide alcoholic drinks business is experiencing a notable shift because the pattern of “zebra striping” positive aspects traction amongst customers. This follow, characterised by alternating between alcoholic and non-alcoholic drinks, is reshaping ingesting habits worldwide. Regardless of reaching a considerable quantity of 253 billion liters in 2024, the business’s progress is stagnating at a mere 0.6%.
Altering Shopper Preferences
The idea of “zebra striping,” as recognized by Euromonitor International, is changing into more and more well-liked amongst customers who’re looking for to average their alcohol consumption. This aware ingesting method is especially evident amongst youthful demographics. In keeping with the World Marketplace for Alcoholic Drinks 2025 report, this pattern is just not restricted to a particular age group. Nonetheless, it spans throughout varied demographics, indicating a broader shift in client conduct.
Decline in Common Alcohol Consumption
Euromonitor Worldwide’s Voice of the Shopper: Well being and Diet Survey 2025 highlights a major decline in common alcohol consumption. In 2025, solely 17% of worldwide respondents reported ingesting alcohol weekly, a lower from 23% in 2020. Amongst those that eat alcohol, 53% are actively attempting to cut back their consumption, up from 44% 5 years in the past. Moreover, the share of people who by no means drink alcohol has elevated by 3 share factors since 2020.
Well being and Way of life Influences
Well being-conscious selections largely drive the shift in the direction of sobriety. A major 87% of respondents cited a want to really feel more healthy and keep away from long-term well being dangers as their major motivation. Sensible concerns, comparable to saving cash (30%) and enhancing sleep high quality (25%), additionally play a task on this altering panorama. Notably, 36% of Gen Z people of authorized ingesting age have by no means consumed alcohol, underscoring the generational shift in the direction of sobriety.
Non-Alcoholic Market Development
The alcoholic drinks business confronted a difficult 12 months in 2024, with solely a modest international complete quantity progress of 0.6%, bringing the market worth to USD 1.7 trillion. In distinction, the non-alcoholic drinks market is experiencing vital progress. Gross sales of non-alcoholic spirits elevated by 17%, non-alcoholic ready-to-drink (RTD) drinks by 14%, non/low alcohol beer by 11%, and non-alcoholic wine by 7%. The grownup non-alcoholic drinks market is projected to develop by 24% in complete quantity phrases between 2025 and 2029, surpassing 10.2 billion liters by 2029.
Business Insights and Future Prospects
In keeping with Spiros Malandrakis, international perception supervisor for alcoholic drinks at Euromonitor Worldwide, the grownup non-alcoholic drinks market is gaining vital momentum throughout varied classes. This progress is just not solely reshaping client preferences but in addition redefining ingesting rituals and social events. Non-alcoholic alternate options have gotten a central a part of how individuals select to take pleasure in and rejoice, providing contemporary alternatives for innovation and repositioning inside the broader beverage panorama.
Conclusion
The rise of the zebra striping pattern and the rising reputation of non-alcoholic drinks mirror a major shift in international ingesting habits. As customers more and more prioritize well being and way of life concerns, the alcoholic drinks business faces challenges in sustaining progress. Nonetheless, the increasing non-alcoholic market presents new alternatives for innovation and adaptation within the beverage business. This evolving panorama underscores the necessity for business gamers to stay agile and attentive to altering client preferences.
