The Consumer Trends Shaping Adult Beverages, published by Ipsos and IWSR, and commissioned by ABInBev, looked into the consumer choices and behaviours influencing alcohol consumption, among legal-drinking-age adults.
The whitepaper suggested that consumers are becoming more intentional about when, where and how they drink, but alcohol continues to play an important role in social and cultural occasions.
According to the research, drinking behaviours are evolving but the category remains resilient.
Total alcohol consumption volume remains more than 30% above 2000 levels, even as global per-capita consumption has declined in recent years.
It found that today 76% of legal-drinking-age adults drink alcohol, with Gen Z engagement increasing.
Beer and Beyond Beer have grown from approximately 46% of total alcohol servings (%LBE) in 2019 to more than 50% in 2026, with further gains projected through 2035.
Beer alone has also increased its share, rising from approximately 44% to about 47% over the same period.
The whitepaper also said that there is increasing demand for products that promote a balanced lifestyle including no- and low-alcohol, gluten-free, low-carb, low-calorie, and sugar-free options.
At the same time, consumers are seeking new flavours and varieties with ready-to-drink (RTD) options such as canned cocktails, hard seltzers, and flavoured malt beverages.
Customers are also making more intentional decisions about how alcohol fits into their lives, with social connection being a leading reason they drink, with 35% citing social occasions as their main motivation.
“Consumers’ preferences are evolving, but the alcohol category remains resilient and deeply embedded in social and cultural occasions,” said Jennifer Bender, Global Head of Trends & Foresight, Ipsos.
“This research provides a clear view of the forces shaping future consumption and the opportunities emerging as consumer expectations continue to evolve.”
Marten Lodewijks, IWSR Managing Director & President, said: “Despite recent challenges, the findings reinforce the resilience of the global beverage alcohol category.
“The research shows continued participation, with consumers increasingly seeking products and experiences that align with their evolving lifestyles.
The research identified the key trends shaping consumer behaviour
Moderation: Consumers are maintaining a focus on balance and quality by paying more attention to the alcohol content of what they are drinking and choosing options and occasions that align with their personal goals.
Experience Economy: Social connection remains a leading reason consumers drink, with 35% citing social occasions as their main motivation.
Premium & Affordability: Consumers continue to prioritise products that deliver value. Premium+ beverage alcohol volumes grew at a 5% CAGR between 2014 and 2024.
Flavours & Convenience: Innovation has driven more than half of beverage alcohol retail value growth over the past decade, while 52%of consumers cite flavour as the leading reason for choosing ready-to-drink (RTD) beverages.
Trust & Familiarity: In beverage alcohol, trusted brands offer credibility amid new product innovations and occasions. 77% of global consumers say they are more likely to trust a new product from a brand they already know.
