‘Zebra striping’ is on the rise as consumers seek to moderate their alcohol consumption, according to research from data analytics company Euromonitor International. Although the global alcoholic drinks industry has reached 253 billion litres in 2024, growth appears to be stagnating.
‘Zebra striping’ refers to a trend where individuals alternate between alcoholic and non-alcoholic beverages during a single social occasion, creating a pattern that helps moderate their drinking.
According to Euromonitor International’s World Market for Alcoholic Drinks 2025 report, this form of mindful drinking is becoming popular across all ages and demographics, but is especially evident among younger consumers.
Emerging markets drive alcoholic drinks growth: India leads the surge
India is set to see an increase of 357 million litres in alcoholic drinks consumption from 2024 to 2029, making it a leading growth market. While global challenges persist, emerging markets such as Brazil, Mexico, South Africa, and especially India are expected to outperform mature markets thanks to rising middle classes and shifting consumer habits.
With discretionary incomes still under sustained and severe pressures across most key western markets – and beyond them – growth opportunities increasingly skew towards emerging markets like India.
Moderation and sober curiosity replace hedonism
According to Euromonitor International’s Voice of the Consumer: Health and Nutrition Survey 2025, global attitudes toward alcohol consumption are shifting. Alcohol consumption is on the decline, with only 17% of respondents reporting they drink weekly in 2025, down from 23% in 2020.
Among those who consume alcohol at least occasionally, 53% say they are actively trying to cut back — up from 44% five years ago. Notably, the share of individuals who never drink alcohol rose by 3 percentage points since 2020.
This shift is especially evident among younger consumers, as research shows 36% of Gen Z within legal drinking age have never consumed alcohol.
The growing trend toward sobriety is largely driven by a desire to feel healthier and avoid long-term health risks (87% of respondents), along with practical considerations like saving money (30%) and improving sleep quality (25%).
Sobriety spurs adult non-alcoholic market growth
In 2024, the alcoholic beverages industry faced yet another challenging year, marked by modest global total volume growth of just 0.6%, bringing the total market value to USD1.7 trillion.
Meanwhile, non-alcoholic spirits sales grew by 17% in total volume, non-alcoholic RTDs by 14%, non/low alcohol beer by 11% and non-alcoholic wine by 7%. The adult non-alcoholic drinks market is expected to grow by 24% in total volume terms between 2025 and 2029, surpassing 10.2 billion litres in 2029.
Citing the latest findings from Euromonitor International’s Passport knowledge hub, Spiros Malandrakis, global insight manager for alcoholic drinks, said, “While the alcoholic drinks industry continues to face a complex mix of challenges, the adult non-alcoholic beverages market is gaining remarkable momentum across different categories.
“Its consistent growth is not only reshaping consumer preferences but also redefining drinking rituals and social occasions. Non-alcoholic alternatives are no longer niche — they’re becoming a central part of how people choose to enjoy and celebrate, offering fresh opportunities for innovation and repositioning within the broader beverage landscape.”
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Naresh Khanna – 10 February 2025
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