Transformation of alcohol consumption habits: alcohol-free drinks and premium products are making progress

By: Trademagazin Date: 2024. 09. 20. 07:38

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Alcohol consumption is undergoing significant change worldwide, especially among younger generations. A growing number of people are opting for non-alcoholic beverages due to conscious lifestyles and concerns about social media, which is supported by a number of recent studies. According to Zsolt Erdei, managing director of the Brand Passion Group, this trend can also be observed in Hungary, although for now it is only delayed compared to international trends.

In an interview with Pénzcentrum, Zsolt Erdei said that alcohol consumption is decreasing globally, especially among members of the Y generation. According to a recent survey, half of Generation Y did not consume alcohol at all in the given month. As a result, manufacturers such as winemakers and breweries have also begun to adapt to the changing needs and offer more and more alcohol-free or low-alcohol drinks. One of the world’s largest beer manufacturing companies, which is also present in Hungary, predicted that these products will account for half of their sales by 2025.

The changing needs affect not only the beer market, but also the market of other alcoholic beverages. More and more whiskey and vodka brands are offering low-alcohol or alcohol-free versions. Alcohol-free products have also appeared in the world of champagnes and wines, which are becoming more and more popular.

According to Erdei, one of the reasons for the decline in alcohol consumption among young people is the increase in health awareness. Younger generations increasingly feel that alcohol is dangerous, especially for their mental health. The power of social media also plays a role in this: many people are afraid that some compromising recording will be made of them in an intoxicated state, which may later end up on the world wide web.