Australia’s alcohol market faces shifting trends Shifting consumer habits, health trends, and economic pressures reshape Australia’s alcoholic drinks industry landscape, writes Research Analysts Arshad Mawla and Cindy Nguyen.
Evolving consumer habits have influenced shifts
trend reshaping Australia’s alcoholic drinks
in Australia’s alcoholic drinks industry. In the
industry. Many Australians have reduced their
past year, the premiumisation of alcoholic drinks
alcohol intake or chosen to abstain altogether,
has come to a slowdown due to consumers’
particularly those under 60 years of age. According
prioritisation of value-for-money, while
to Euromonitor data, a growing number of
accompanied by more innovations in the ready-
Australians are actively seeking to cut back on
to-drink (RTD) category, driven by consumers’
alcohol consumption, fuelling strong growth in
changing palates and preferences.
low- and no-alcohol options compared to the overall market.
RESEARCH & INSIGHTS
Health and wellness trend
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Euromonitor International
Additionally, consumers are seeking healthier
Euromonitor International’s Global Consumer
alternatives within traditional alcoholic categories,
Trends 2025 report explores key shifts shaping
prompting suppliers to innovate. For example, the
consumer habits. One of the trends, ‘Healthspan
rise of low-carb beers has been significant in the past
Plans’ identifies wellness as continuing to be a top
year, with notable launches such as Victoria Bitter
priority. Notably, focus has shifted to long-term,
Low Carb, offering 33 per cent fewer carbs while
proactive health management, with consumers
retaining full flavour, and Hahn Ultra Zero Carb,
choosing to invest in holistic wellbeing to live
designed for consumers pursuing a low-carb lifestyle.
healthier for longer.
While these healthier options thrive, traditional
This trend undoubtedly impacts alcohol
alcoholic beverages, including spirits, wine, and
consumption habits, with the health and wellbeing
full-strength beer, are experiencing declining sales.
