Winning with Moderation: How to Stay Relevant in EMEA’s Evolving On-Premise 

The why behind the dry 

Moderation of alcohol intake has been one of the biggest On Premise trends across the EMEA region. As consumers increasingly rethink their relationship with alcohol, NIQ’s On-Premise consumer insights explore what brand owners, suppliers and operators can adapt their strategies to win more stock listings and grow market share.

The latest data shows a third (34%) of EMEA consumers are now drinking less alcohol out-of-home compared to a year ago, far more than the 8% who are drinking more. This shift reflects a broader behavioural change, with consumers choosing to drink more mindfully, reduce frequency, or opt for alternatives.

Globally, 43% of consumers say they drink occasionally but are becoming more mindful about their consumption, and another 20% identify as previously regular drinkers who now drink less. Together, this means nearly two thirds (63%) of global consumers fall into the ‘moderator’ bracket.

Strategies for moderators need to start with an understanding of why they are reducing their intake. A third (32%) of those drinking less are doing so because they want to improve their health and wellbeing. Others are financial, with 24% trying to save money. Further factors include a change in lifestyle (21%) or a desire to be a better version of themselves (16%).

However, it’s important to remember that most consumers aren’t completely abstaining from alcohol but just reducing intake or seeking alternatives. Rituals are changing, with more consumers choosing alcohol-free days or saving drinks for special occasions. While the frequency of visits is under pressure in some countries, people remain eager to enjoy drinking out whenever they can.  

From habit to occasion: The new era of room to grow in no and low drinking 

No and low-alcohol variations have seen significant growth as consumers moderate their intake. More than half of moderating beer drinkers choose either alcohol-free (26%) or low-alcohol (28%) options. These segments are primed for more growth, as more than a quarter (27%) of EMEA consumers say they will consume them more frequently in the next year, while only 17% will buy them less often. 

As well as capturing this no-low market, alcoholic brands need to stop consumers leaving for other categories like soft or hot drinks. This demands smart, occasion-targeted promotions and a focus on how the quality and flavour of drinks match up to the taste of traditional alcoholic drinks. Narratives around ingredients are important too, with emphasis needed on things like low calorie counts, natural flavours and functional benefits. 

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 EMEA region, with expert analysis of what they mean for suppliers, manufacturers and operators at category, segment and brand level.