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Global Drinking Declines: Health & Budgets Shift Habits
25 May
Summary
- Global alcohol servings have decreased annually since 2019.
- Health concerns and tight budgets are key drivers of reduced consumption.
- Major alcohol companies face billions in market value losses.
Global alcohol consumption is on the decline, with servings decreasing by an average of 2% annually since 2019. This trend, tracked by research firm IWSR across 21 countries, reflects a broader global pattern observed by the World Health Organization over the past decade. Health concerns and economic pressures on household budgets are cited as the primary reasons for this significant shift in consumer behavior.
This downturn has had a substantial financial impact on the drinks industry. Major beer, wine, and spirits companies have collectively lost hundreds of billions of dollars in market value. In response, producers are implementing cost-cutting measures, replacing executives, and introducing new product lines to adapt to evolving consumer preferences.
While there was a temporary increase in consumption during the Covid-19 pandemic, the downward trend resumed in 2022. Data indicates a 2.8% drop in servings in 2025 compared to 2024, suggesting a persistent change in drinking habits.
