No- and low-alcohol wine surfs moderation trend

Consumers in the world’s major wine markets are becoming more and more engaged with no- and low-alcohol products, thanks to the established moderation trend and concerns around health and wellness.

As participation and consumption frequency continue to grow, especially among younger consumers, the no/low wine market is expanding across the top eight markets (T8: US, Canada, UK, France, Germany, Spain, Japan and Australia) tracked by IWSR in its Opportunities in No- and Low-Alcohol Wine 2025 report, with low-alcohol leading in volume terms – but no-alcohol gaining in momentum.

All eight markets registered volume increases for no-alcohol wine during the 2019-24 period, with CAGR numbers ranging from single-digit growth in the more mature markets of France (+4%), Germany (+9%) and Spain (+6%) to major gains in the US (+23%), UK (+15%), Australia (+18%), Canada (+27%) and Japan (+26%).

“Moderation has become an increasingly established force, shaping how consumers approach drinking, and influencing buying attitudes towards no- and low-alcohol beverages, including wine,” says Susie Goldspink, head of no/low insights.

“Driven by health awareness, wellness-focused lifestyles and shifting social norms, many consumers are choosing to drink less alcohol while still seeking suitable alternatives for everyday and social occasions. Rather than abstaining completely, most are blending no-, low- and full-strength options, depending on the occasion.”

Across the T8, Millennials make up the largest share of no/low wine buyers, except in Japan and Spain, where older consumers dominate. As Gen Z’s presence expands, Boomers’ share of no/low buyers has fallen since 2022.