In the twelve months ending June 2026, approximately 41% of beer sold in mass consumption in France, Germany, Italy, the Netherlands, Spain and the United Kingdom was purchased on promotion. For all alcoholic beverages the share is around 37%, compared to 25% for the average for beverages. The discount did not stop the decline: according to Circana's latest analysis of the six markets, spending on alcohol fell by 0.8%, while that for alternatives with low or no alcohol content (no-lo) grew by 7.3%.
As a whole, the drinks market grows by 2.9% and reaches 180 billion euros. This is supported by soft drinks, which rose by 5.4% to 109 billion. The increased spending on energy drinks and sports drinks, that on yogurt-based drinks and an assortment that has expanded towards products with a healthier profile had an impact. On the alcohol front, beer loses 0.9%, cider 1.2%, wine 1.5% and spirits 2.2%.
Less alcohol in the shopping cart, especially between the ages of 25 and 39
43% of consumers interviewed by Circana say they reduce alcohol consumption, reducing or postponing purchases, or even giving it up completely. Between the ages of 25 and 39 the share rises to half. The increasing purchases are concentrated elsewhere: 44% buy more bottled water, a share that drops to 31% for juices and smoothies and 29% for tea and coffee. Those who say they buy more alcohol stop at 15%.
“Over the last five or six years, since the pandemic, alcohol has lost popularity,” observes Ananda Roy, Senior Vice President, Strategic Growth Insights at Circana. On generational change he adds: "The younger ones consume much less alcohol and there are no signs that this attitude is destined to change with advancing age."
Prices and volumes, six markets at different speeds
The growth in value is based above all on prices: compared to an average increase of 2.3%, volumes sold increased by 0.5%. The United Kingdom is worth 54 billion euros, up by 3.2%, and concentrates 30% of the spending of the six countries but just 19% of the volumes: the average price per unit is therefore well above the group average.
In Italy spending grew by 2.9%, in line with the aggregate figure, and in the Netherlands by 2%. In both countries, volumes remain stable and prices move the value. Spain has a more balanced trend, with prices increasing by 2.4% and volumes by 2.6%. Opposite to the Italian case is that of France, where quantities grow by 3.3% and prices by only 0.4%. Germany is the only one of the six countries with decreasing volumes: quantities fell by 2.7%, while prices rose by 4%. In the second quarter of 2026 the picture changes pace: average prices drop by 0.2% and volumes grow by 1.6%.
Ready-to-drink yoghurt and spirits, where volumes are growing
In a market that is almost at a standstill on quantities, some segments are growing in volume even with increasing prices. Yogurt-based drinks recorded +12.3%, natural water and plant-based drinks +5.2% each. However, the highest figure among those indicated by Circana concerns an alcoholic segment: ready to drink spirits grow by 12.9% in volume, while spirits as a whole lose 2.2% in value.
Beyond price leverage
On price, competition comes from the shelf itself. Private label now accounts for 35% of beverage spending and is gaining share in categories such as coffee and milk drinks, as well as wine and champagne. In the last year the new products generated 242 million euros in additional sales. Two thirds, 161 million, come from milk-based drinks. Another 32 million come from new no-lo products and the same number from new bottled water products.
With 37% of alcohol already sold on promotion, Roy shifts attention from price list to formulation: “It's not the end for alcohol producers yet,” he argues, “but they will have to do much more than reduce prices. It will be necessary to develop products with lower alcohol content, with less sugar and fewer calories, which allow beer, wine and spirits to remain relevant in a context in which consumption habits are changing."
