Europe non-alcoholic market could grow to €15.4bn

According to research by The International Market Analysis Research and Consulting Group (IMARC), the overall market is expected to hit €15.4bn by 2032, with a growth rate of 6.56% during the period from this year until then.

It said that the European market in low- and no-alcohol wine and beer was “witnessing substantial growth” which was driven by a combination of rising health awareness among consumers, and also the growing adoption of low-calories and low-sugar

It claimed that the “increasing consciousness” of the effects of alcohol consumption had escalated demand for non-alcoholic alternatives, but those that offer the taste and experience of traditional alcoholic beverages, which is fuelling the market growth.

Emerging trends in the Europe non-alcoholic market include the increasing investment in R&D activities to “enhance the flavour profile and overall quality of non-alcoholic beverages”, it reported, making them “more appealing to a broader audience”.

In addition, the ease of availability of non-alcoholic wine and beer products through online platforms, including craft and premium options, is also creating a factor for significant growth, it said.

It also reported that the rising number of marketing and promotional activities by key players is “further catalysing the regional market”.

It said: “The adoption of innovative packaging and branding strategies is another key trend, aimed at attracting younger demographics and health-conscious consumers, which is expected to drive the Europe non-alcoholic wine and beer market over the forecasted period.”

The Drinks Business