A global shift in drinking patterns is underway as budgets tighten and health concerns rise. This page breaks down what’s changing since 2019, which regions are most affected, and how brands are responding with pricing, product changes, and strategy. Below you’ll find quick FAQs that answer the questions people are likely to search for right now.
Across 21 countries representing about 75% of the market, servings have declined about 2% per year from 2019 to 2025. Health concerns, shifts in social rituals, pandemic effects, economic pressures, tariffs, and climate impacts are all contributing. The trend suggests consumers are moderating intake and trying lower-alcohol or non-alcohol options.
Rising costs are nudging consumers toward more affordable or lower-alcohol choices, while heightened health awareness pushes people toward moderation. This combination is pushing many households to cut back on traditional alcoholic beverages and explore alternatives, which in turn affects pricing and product formats across categories.
The data cover a broad set of markets, with notable declines in many Western European markets and other mature markets, alongside shifting consumption patterns in parts of Asia-Pacific and the Americas. The overall trend shows a broad, market-wide move toward moderation rather than uniform regional spikes or dips.
Brands are introducing lower-alcohol formats, ready-to-drink options, and non-alcohol alternatives. Pricing strategies include more affordable lineups, smaller bottles, and promotions aimed at value-conscious consumers. These moves aim to maintain share in a tighter market while meeting evolving consumer preferences.
All major categories are feeling the shift. Some segments face sharper declines due to health trends and price sensitivity, while others adapt with lighter formats or lower-alcohol variants. The overall picture is a market leaning toward moderation and variety, not just outright volume growth.
Long-term signals point to a continued push for moderated consumption, product diversification (lower-ABV options, non-alcohol), and pricing strategies aligned with consumer budgets. Tariffs, climate impact, and evolving social rituals will likely shape the pace and nature of changes in the years ahead.
Wine consumption has slipped to its lowest level since 1957