The latest data shows a third (34%) of EMEA consumers are now drinking less alcohol out-of-home compared to a year ago, far more than the 8% who are drinking more. This shift reflects a broader behavioural change, with consumers choosing to drink more mindfully, reduce frequency, or opt for alternatives.
Globally, 43% of consumers say they drink occasionally but are becoming more mindful about their consumption, and another 20% identify as previously regular drinkers who now drink less. Together, this means nearly two thirds (63%) of global consumers fall into the ‘moderator’ bracket.
The why behind the dry
Strategies for moderators need to start with an understanding of why they are reducing their intake. A third (32%) of those drinking less are doing so because they want to improve their health and wellbeing. Others are financial, with 24% trying to save money. Further factors include a change in lifestyle (21%) or a desire to be a better version of themselves (16%).
However, it’s important to remember that most consumers aren’t completely abstaining from alcohol but just reducing intake or seeking alternatives. Rituals are changing, with more consumers choosing alcohol-free days or saving drinks for special occasions. While the frequency of visits is under pressure in some countries, people remain eager to enjoy drinking out whenever they can.
Room to grow in no and low
No and low-alcohol variations have seen significant growth as consumers moderate their intake. More than half of moderating beer drinkers choose either alcohol-free (26%) or low-alcohol (28%) options. These segments are primed for more growth, as more than a quarter (27%) of EMEA consumers say they will consume them more frequently in the next year, while only 17% will buy them less often.
As well as capturing this no-low market, alcoholic brands need to stop consumers leaving for other categories like soft or hot drinks. This demands smart, occasion-targeted promotions and a focus on how the quality and flavour of drinks match up to the taste of traditional alcoholic drinks. Narratives around ingredients are important too, with emphasis needed on things like low calorie counts, natural flavours and functional benefits.
George Argyropoulos, managing director – EMEA, said: “Moderation is transforming the On-Premise across the region, and we’re seeing a redefinition of what it means to enjoy a drink. This brings challenges for drinks brands, but it opens exciting opportunities too, and it’s the brands that adjust best that will achieve stock listings and sales. Consumer research is the ideal starting point for strategies that suit this new age of mindful consumption.”
CGA by NIQ’s suite of research services provide brands and operators with an unrivalled and holistic view of the European On Premise sector. To learn more, contact the CGA by NIQ team.
