Redazione

🍹 Circana's analysis shows the beverage industry in the major European economies is growing, adapting to health, innovation, and sustainability trends. The beverage market value reached €160 billion, growing by 2.4% over the previous year. Alcoholic drinks make up 43% (€69 billion) of the value, while non-alcoholic drinks (excluding fresh ones) dominate in volume at 64% (€62 billion). However, price hikes, particularly for non-alcoholic drinks, have led to a volume reduction across categories by 1.4%, with alcoholic drinks down by 2% and non-alcoholic drinks by 1.2%. Despite volume declines, non-alcoholic innovation drives growth as consumers seek healthier alternatives, with functional, plant-based, and protein-enriched drinks, including energy and sports drinks, becoming more popular. Sustainability has become a priority, with nearly half of European shoppers opting for eco-friendly packaging, and 55% of Spanish consumers switching brands for more sustainable packaging options, a trend also seen in Germany, France, and the UK. Economic affordability is another key factor, with many consumers turning to promotions, smaller formats, and private label products in response to rising prices. Private labels maintain an advantage in various European countries over national brands in terms of value and volume.