Beer consumption is decreasing in Germany and Europe

By: Trademagazin Date: 2024. 11. 11. 11:29

German beer culture is known around the world, but even during this year’s European football championship, it was not possible to boost consumption. German beer sales show a significant decline, in the first half of 2024, statistics measured a decrease of 25.8 million liters compared to the previous year. The decrease in interest in alcoholic beverages reflects a long-term European trend, which is mostly observed among the younger generations, the Index reports.

In recent decades, the decrease in per capita alcohol consumption has become a global phenomenon: both traditional beer consumption and interest in wine are decreasing across Europe. According to the data, the amount of alcoholic beer produced in the EU has also fallen, with the 32.5 billion liters produced in 2023 falling by about 5 percent compared to the previous year. In Hungary, the five largest beer producers have experienced a decline in turnover of approximately 10 percent since 2022, while in the Czech Republic the annual consumption per capita has also decreased.

There are also generational changes in the background. The so-called Z generation – which is characterized by a health-conscious lifestyle and conscious alcohol consumption – is less and less present in traditional alcohol markets. The mindful drinking movement, which calls attention to moderate or complete abstinence from alcohol, is attracting more and more followers among young people. In addition to a more health-conscious lifestyle, the long-term health effects of alcohol consumption also play a significant role in this decision.

The range also responds to new consumer needs: more and more alcohol-free beers, liqueurs and wines are appearing on store shelves, and manufacturers are paying more and more attention to the development of alcohol-free products. Anheuser-Busch InBev, for example, has set a goal that by 2025 20 percent of its beers sold will be low-alcohol or alcohol-free.