New Ipsos and IWSR Whitepaper Outlines Consumer Trends Shaping Adult Beverages

Ipsos and IWSR today released The Consumer Trends Shaping Adult Beverages, a new whitepaper commissioned by AB InBev. The whitepaper explores the consumer choices and behaviors influencing alcohol consumption among legal-drinking-age adults and finds that while drinking behaviors are evolving, the category remains resilient.

“Consumers’ preferences are evolving, but the alcohol category remains resilient and deeply embedded in social and cultural occasions,” said Jennifer Bender, Global Head of Trends & Foresight, Ipsos. "This research provides a clear view of the forces shaping future consumption and the opportunities emerging as consumer expectations continue to evolve.”

The whitepaper shows that total alcohol consumption volume remains more than 30% above 2000 levels1, even as global per-capita consumption has declined in recent years. Today, 76% of legal-drinking-age adults drink alcohol, with Gen Z engagement increasing2.

The research also identifies the key trends shaping consumer behavior:

• Moderation: Consumers are maintaining a focus on balance and quality – paying more attention to the alcohol content of what they are drinking and choosing options and occasions that align with their personal goals.
• Experience Economy: Social connection remains a leading reason consumers drink, with 35% citing social occasions as their main motivation.
• Premium & Affordability: Consumers continue to prioritize products that deliver value. Premium+ beverage alcohol volumes grew at a 5% CAGR between 2014 and 20243.
• Flavors & Convenience: Innovation has driven more than half of beverage alcohol retail value growth over the past decade, while 52%4 of consumers cite flavor as the leading reason for choosing ready-to-drink (RTD) beverages5.
• Trust & Familiarity: In beverage alcohol, trusted brands offer credibility amid new product innovations and occasions. 77% of global consumers say they are more likely to trust a new product from a brand they already know.

“Despite recent challenges, the findings reinforce the resilience of the global beverage alcohol category,” said Marten Lodewijks, IWSR Managing Director & President. “The research shows continued participation, with consumers increasingly seeking products and experiences that align with their evolving lifestyles.”

Taken together, the findings suggest that the alcohol category will be shaped by evolving preferences around moderation, connection, and value.