Monday, 20 October, 2025
Harpers, Oliver Catchpole
Additionally, one in four 25-35-year-olds have stopped buying alcohol altogether.
Circana said this signals a ‘structural reset’ in the European beverage market, as a new generation turns away from alcohol in favour of healthier alternatives.
The total European beverages category has reached a value of €166bn, accounting for 23% of all edible CPG demand across France, Germany, Italy, the Netherlands, Spain and the UK.
Overall sales value has grown by +2.1% and volume has risen +0.6% year-on-year.
However, alcoholic beverages fell -1.8% in sales value to €68bn, while non-alcoholic beverages expanded +5.1% to €97bn, suggesting overall growth is driven by the latter.
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