Volume Pressure, RTD Growth and the Future of Beverage Alcohol
This perspective reveals global beverage alcohol value is up +3.5%, but volume is down -2.1%.
Mature markets aren’t declining, they’re transitioning.
RTDs are driving real volume growth, On-Premise spend is consolidating around fewer, pricier occasions, and non-alcoholic beverages continues to outpace alcohol.
Why it matters
Manufacturers relying on price alone risk missing where actual volume growth, and competitive advantage, is shifting.
Total global beverages delivered +4.0% value growth in the year to Q4 2025
With non-alcoholic beverages doing the heavy lifting vs alcoholic
Average monthly consumer spend in the On-Premise is holding at $127
Willingness to pay more for quality is increasing
RTDs and pre-mix alcohol driving positive volume growth in Off-Premise
Formats and consumption occasions aligning to how consumers want to drink today
Insights From NIQ Thought Leaders
Our market and consumer experts unpack the data behind the Perspective—highlighting what’s changing, why it matters, and where companies should focus next.
“The global beverage alcohol market is in transition. Volume is under pressure in established markets, consumer occasions are shifting, and the rules of engagement in the On-Premise are centred around occasion ownership. Yet within that complexity lies opportunity. The brands that are growing volume today are doing so by strategy: by owning the occasions consumers are returning to, by showing up with relevance in a fragmented attention landscape, and by building equity that justifies both price and trial.”
–Bilal Habib
Beverage & Alcohol Industry Lead, NielsenIQ
Why meet with NIQ?
In a short session with our team, we’ll take a closer look at your category and business priorities and help you identify the most relevant insights, tools, or next steps for your needs. Whether you’re exploring the findings from this Perspective or evaluating broader growth opportunities, our experts will point you toward the right path forward.
