Why are consumers drinking less?
Across the Asia Pacific region, alcohol consumption habits are shifting — and for many consumers, it’s about drinking smarter, not stopping altogether. As the demand for health-conscious and lifestyle-aligned choices grows, no and low alcohol drinks are becoming a mainstream presence in bars, restaurants, and social venues.
NIQ’s On-Premise consumer insights show three in ten (30%) APAC consumers are drinking less alcohol than they were a year ago—double the proportion (15%) who are drinking more. Numbers drinking less are even higher in countries including Australia (34%), New Zealand (38%) and the Philippines (42%).
The reasons behind reduced alcohol intake are as much about wellness and self-awareness as they are about economic pressures. Among those drinking less, 41% say they’re doing so to be healthier— notably higher in China (52%) and Hong Kong (45%).
The cost-of-living crisis is another contributing factor. One in four (25%) of moderating consumers say financial pressures are prompting them to cut back, highlighting the role of affordability in driving change.
From Habit to Occasion: The new era of drinking
While some consumers are abstaining completely, the large majority continue to enjoy the unique social occasions of bars and restaurants. Nearly a third (31%) of those who are moderating consumption say they are now only drinking alcohol on special occasions—a figure that is higher in South Korea (38%) and Japan (41%).
Meanwhile, 22% of APAC consumers—and 33% of those in New Zealand—continue to drink the same categories when they go out but are making fewer purchases per visit.
Drinking Reimagined: The appeal of No/low alcohol category
While some consumers are turning to soft or hot drinks as alternatives to alcoholic options, the trend is also creating dynamic new opportunities for suppliers, manufacturers and operators in the no and low alcohol categories.
A third (32%) of APAC consumers say they have tried a low-alcohol or alcohol-free drink at a bar, restaurant or similar venue, with beer the most appealing category ahead of wine and spirits. Trial of these drinks is especially high in China.
36%
of APAC consumers are interested in trying no/low alcohol beer
1 in 5
APAC consumers will try no/low alcohol if they are recommended to them by their friends
1 in 2
of consumers in China have tried a low alcohol or non-alcoholic drink at a bar, restaurant or other similar venue
Source: REACH 2024, APAC consumer sample size 8262
How can Beverage Alcohol brands capture this opportunity?
For brands willing to listen — and adapt — the mindful movement offers more than just a defensive strategy. It’s a space to innovate, connect, and grow with a new generation of drinkers who value control, authenticity, and wellness just as much as they value flavour and fun.
NIQ’s On-Premise consumer insights highlight the best ways to attract more consumers towards no or low alcohol drinks. More competitive pricing, creative flavours and serves, menu visibility and recommendations are among the factors most likely to generate extra orders.
NIQ’s consumer research and sales measurement solutions provide many more insights into key On-Premise trends across the APAC region, with expert analysis of what they mean for suppliers, manufacturers and operators at category, segment and brand level. Countries covered include Australia, China, Hong Kong, Australia, New Zealand, Taiwan, South Korea, Singapore, Malaysia, Indonesia, Philippines, Japan, Thailand and Vietnam.
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“APAC consumers are no longer drinking out of habit—they’re drinking with purpose. The shift toward mindful consumption is not a passing trend, but a cultural reset that’s redefining how, when and why people drink. The key question – is this the new normal in the On Premise? If so, it presents big challenges for suppliers, manufacturers and operators, including the need to cater for moderating guests without alienating core consumers. Brands that can gain a deep understanding of this complex recalibration and adapt nimbly will be the ones that stay relevant in the months and years ahead.”
James Phillips
Head of Beverage Alcohol- APAC
Mindful Consumption isn’t a niche— It’s a Movement
Consumer identity is shifting, and their alcohol consumption habits are evolving with it.
Get exclusive access to NIQ’s consumer insights, revealing how consumers across APAC are reshaping their relationship with alcohol — and what it means for beverage alcohol brands.
Consumers are changing what they drink —are you changing what you serve?
Want to understand where your brand fits in the no/low space? Contact us today to speak to a member of the team!
