The non-alcoholic beverage market is at its peak of growth. It is no longer a fad, but an industry that moves millions of euros. According to IWSR, a leader in beverage market research, non-alcoholic drinks will grow by more than 4,000 million dollars in 2028.
This article explains the relevant data on the alcohol-free drinks market and the 5 keys to its growth. The Blue Dolphin Store is the pioneering non-alcoholic drinks shop in Spain and an expert in the sector. If you want to buy non-alcoholic beverages, here you have it all.
The rise of non-alcoholic drinks
The latest data from IWSR indicates that the non-alcoholic beverage sector will continue to grow in the coming years. In the 10 key countries, this market is expected to expand at an annual volume growth of 7% until 2028. This means a significant increase of 4,000 million dollars.
The United States and Brazil will be the key countries: the United States with an expected growth of +18% and Brazil +10%. Growth is expected to be more gradual in countries such as Spain, South Africa and Germany. These are the keys to the growth of non-alcoholic beverages:
The 5 keys to the rise of alcohol-free drinks
Changing habits and moderation with alcohol
Consumers are increasingly concerned about their health, which is the main driver of the growth in demand for alcohol-free beverages. Alcohol is bad for health, and habits are changing towards more conscious and reduced consumption.
Global data indicates that alcohol purchases are declining, particularly in the beer and wine categories. According to the latest data from the Food Consumption Report in Spain from the Ministry of Agriculture, Fisheries and Food (MAPA), the demand for spirits fell by 0.7%, as did that of beers by 3.3%.
There are many benefits to stopping drinking alcohol for your body and mind. If you want to know more, we have this article on the benefits of non-alcoholic beer.
Non-alcoholic drinks consumption frequency driven by Generation Z and Millennials
The new buyers of the non-alcoholic category are younger. Some studies indicate that Generation Z consumes less alcohol than previous generations. Younger consumers tend to replace alcohol with soft drinks and energy drinks, while older ones opt for alcohol-free drinks such as non-alcoholic beer.
A study by Heineken & Oxford University indicates that in Spain 41% of people from the millennial generation choose non-alcoholic options when they go out, although there is still some social pressure.
Increase in the supply, although availability remains a barrier
The availability of more quality alcohol-free drinks is one of the keys to the increase in demand and frequency of consumption. Being able to choose from a wide range of non-alcoholic wines, for example, motivates consumers to try, be interested in, and consume more of these products. Just as a few years ago, it was hard to find alcohol-free spirits or wines, now it is more common, although in Spain it is still not easy to find in bars and restaurants.
Innovation trends
As in all industries, as the market grows, consumers want more flavor, better properties, experience… This pushes brands to innovate and invest more to improve the quality of products. This increases demand even more since there are better offers on the market.
Nowadays there are organic, sugar-free alcohol-free drinks and even those with health properties such as adaptogens.
More regulation against alcohol
The tougher regulations against alcohol and driving have been key to general awareness and many people opt for non-alcoholic drinks because they must drive. In 2025, the General Directorate of Traffic (DGT) wants to reduce the alcohol rate at the wheel to 0.20 milligrams per liter of inhaled air. Other regulations are also being studied to prevent people from driving after drinking alcohol.
