People to Drink Less Booze, But Only for the Next Five Years
Poinews.com – According to the IWSR’s first 10-year forecast covering 160 markets, global alcohol consumption is projected to decrease by 2031. This trend is driven by reduced intake in traditional drinking regions like Europe, North America, and China. The report highlights a 2% decline in spirits, beer, and wine consumption between 2024 and 2025, with further drops anticipated over the next five years.
Population Growth Doesn’t Offset Consumption Decline
Despite a 9% increase in the number of legal drinking-age consumers worldwide by 2035, total alcohol volumes are expected to remain 1% lower than 2025 levels. Per capita consumption of pure alcohol is forecast to drop by approximately half a liter annually over the decade, equivalent to about two bottles of spirits per person.
Significant Drops in Major Markets
The decline will be most notable in key markets. China and the United States are projected to see nearly one-fifth reductions in consumption by 2035. Germany, the United Kingdom, and Japan also face substantial declines, with forecasts of 14%, 13%, and 15% drops respectively. These figures underscore a shift in drinking habits across developed economies.
Growth in Emerging Markets
In contrast, several developing regions are anticipated to drive growth. India is expected to become a major force in alcohol demand, surpassing China. Mexico, Vietnam, Colombia, and India show projected increases of 13%, 15%, 26%, and 38% in annual servings between 2025 and 2035.
“2035 will be a vastly different market landscape than the one we see today,” said Marten Lodewijks, President and Managing Director of IWSR, in a press release.
Rising Popularity of Ready-to-Drink Beverages
While traditional categories like wine and beer face declines, ready-to-drink (RTD) options are set to expand. Global RTD consumption reached 1 billion 9-liter cases in 2025, and this upward trend is expected to continue. “Global RTD consumption reached 1 billion 9-liter cases for the first time in 2025, and there is no sign of this trend abating anytime soon,” added Luke Tegner, IWSR Head of Consulting.
