Arguing about which generation is drinking or not is getting boring. With fresh data from NIQ, the better question is: what’s your brand’s moderation survival strategy? Nearly two-thirds of global consumers are now moderating their drinking, according to a recent report from NIQ, but that doesn’t mean they’re reaching for a non-alc beer or skipping happy hour. No/low alcohol hit $6 billion globally in 2025, up nearly 12% from the year prior – but it's competing less with full-strength alcohol than with sodas and tap water. - The most common behavior is switching to soda, juice or other similar NA options.
- The second most common is drinking the same thing, just less of it;
- Followed by choosing no/lower alcohol options.
So when consumers moderate in bars and restaurants, the most popular move isn't reaching for an Athletic Brew or a zero-proof rosé. Would that change a bit if those options were more widely available? I would guess so. Alcohol sales in other parts of the world are still booming, and global in-home alcohol spending is still projected to clear $1 trillion by 2030, driven by ~5% CAGR across beer, wine, and spirits. Global off-premise bev-alc sales grew 2.3% in 2025 versus 2024, but volumes fell 1.9% with North America and Europe the hardest hit. All that means moderation is reshaping the market, versus shrinking it. Lots of consumers really are “drinking better” as a way to moderate. For instance: - 66% of consumers, given equal pricing, would rather have one or two premium/luxury drinks than four or five cheap ones.
But there’s also a generational split to tap into (especially as Gen Z survival spends and Millennials want nice things as they lament doing everything right and still ending up broke): - Gen Z is experimenting its way toward no/low and lower-ABV
- Millennials want quality, premium value
- Gen X will trade up for the right offer
- Boomers are loyal to brands they trust
One moderation strategy will not fit all four generations, that’s why we see young trade groups marketing “clean” alcohol or familiar brands investing in new no-alc technology. It’s worth noting that in the U.S. specifically, taste and social connection are the primary drivers for choosing NA beer, wine, or spirits, so one wellness-fits-all strategy also misses opportunities. Read the full analysis on how to tap into global moderation trends |
