The Rise of No- and Low-Alcohol Wine: A Shift in Consumer Behavior
In recent years, a notable trend has emerged in the world of wine consumption: the increasing popularity of no- and low-alcohol products. This shift is largely driven by a growing awareness of health and wellness, as consumers seek to moderate their alcohol intake without sacrificing the enjoyment of social occasions. As the moderation trend continues to gain traction, the no/low wine market is expanding rapidly across the globe, particularly in the world’s major wine markets.
The Expanding Market Landscape
According to the IWSR’s report, Opportunities in No- and Low-Alcohol Wine 2025, the top eight markets—comprising the US, Canada, UK, France, Germany, Spain, Japan, and Australia—are witnessing significant growth in the no/low wine sector. While low-alcohol wines currently lead in volume, no-alcohol options are quickly gaining momentum. This growth is not just a fleeting trend; it reflects a fundamental shift in consumer preferences and behaviors.
Impressive Growth Rates
From 2019 to 2024, all eight markets tracked by IWSR have reported volume increases in no-alcohol wine. The growth rates vary, with more mature markets like France, Germany, and Spain showing single-digit increases of 4%, 9%, and 6%, respectively. In contrast, the US, UK, Australia, Canada, and Japan are experiencing remarkable growth, with the US leading at a staggering 23% CAGR. This disparity highlights the diverse landscape of wine consumption and the varying degrees of acceptance for no- and low-alcohol options across different cultures.
The Role of Moderation
“Moderation has become an increasingly established force,” says Susie Goldspink, head of no/low insights. This shift in consumer attitudes is reshaping how people approach drinking. Many consumers are not opting for complete abstinence; instead, they are blending no-, low-, and full-strength options based on the occasion. This flexible approach allows individuals to enjoy social interactions while being mindful of their health and wellness.
Health Awareness and Lifestyle Choices
The rise in no- and low-alcohol wine consumption is closely linked to heightened health awareness and wellness-focused lifestyles. Consumers are increasingly prioritizing their well-being, leading them to seek alternatives that align with their health goals. This trend is particularly pronounced among younger generations, who are more likely to embrace moderation and explore new beverage options that fit their lifestyle.
Demographics of No/Low Wine Buyers
Across the top eight markets, Millennials represent the largest demographic of no/low wine buyers. However, this trend is not uniform; in Japan and Spain, older consumers dominate the market. As Gen Z begins to make its presence felt, the share of no/low buyers among Boomers has declined since 2022. This generational shift indicates a broader cultural change, with younger consumers more open to experimenting with no- and low-alcohol options.
Social Norms and Drinking Culture
The changing social norms surrounding alcohol consumption are also influencing the no/low wine market. As more people adopt moderation as a lifestyle choice, the stigma that once surrounded non-alcoholic beverages is dissipating. Social occasions are increasingly accommodating of no- and low-alcohol options, making it easier for consumers to choose these alternatives without feeling out of place.
Conclusion
The no- and low-alcohol wine market is not just a passing trend; it represents a significant shift in consumer behavior driven by health consciousness, changing social norms, and evolving drinking cultures. As this market continues to grow, it will be fascinating to see how producers adapt to meet the demands of a more health-conscious consumer base.
