Dwindling Beer Consumption: The Belgian and European Dilemma
Consumption of beer in Belgium persists in decreasing due to escalating costs and mounting health worries
Unraveling the tale of falling beer sales, Belgium, a nation brimming with 400 breweries and over 1,600 beer types, reports a 2.1% decrease in beer consumption in 2024. Following a 6% slump in 2023, the decline seems to be easing - but just slightly.
This downward trend, stretching back almost a decade, has resulted in a hefty 20% decrease in beer consumption overall. The Belgian Brewers Association pins the blame on an uncomfortable combination of economic hurdles, reduced competitiveness, elevated costs, and an unpredictable geopolitical landscape.
Moreover, a shift in drinking habits and escalating health concerns have emerged as significant factors. Many Belgians have embraced a sober lifestyle, favoring less alcohol overall, including, unfortunately, less beer.
This decline isn't confined to just Belgium. European brewers, grappling with a long-term decline, are finding themselves in a bind, as the European Union experiences a steady decrease in the demand for alcoholic beers, according to a recent Eurostat report. The spotlight has shifted to non-alcoholic beverages, which are gaining traction.
Bandying about in bars across Belgium, there are now no less than six non-alcoholic beer options. That's a far cry from just five years ago, when only a single non-alcoholic beer found purchase, according to local media.
This seismic shift towards non-alcoholic drinks isn't peculiar to Belgium. UK's brewing industry has seen a parallel boom, with trends like Dry January gaining popularity. In 2025, an estimated 15.5 million Brits took part in this month-long sobriety challenge.
Younger generations, increasingly aware of the harmful effect of alcohol on both their physical and mental health, are altering the rip-roaring drinking habits bequeathed by their elders. A recent survey revealed that nearly half (44%) of those aged 18-34 in the UK now opt for low or non-alcoholic alternatives.
For many, non-alcoholic options offer a exciting compromise - a chance to curb consumption while still feeling connected and in control during social outings. Recent socio-economic upheavals, such as the COVID-19 pandemic and the ongoing cost-of-living crisis, have ushered in a dawning realization of the heavy personal and financial costs associated with alcohol.
References:
- Belgian Brewers Association Report, 2024
- Eurostat Report, 2024
- The Times Survey, 2024
- YouGov Study, 2024
- Interviews with Bar Owners, 2024
- The rise in health-and-wellness awareness amongst younger generations has led to a growing preference for non-alcoholic drinks, as shown by the surge in participation in the UK's Dry January.
- Amidst the dwindling demand for alcoholic beverages across Europe, science plays a crucial role in developing high-quality, appealing non-alcoholic beer options, as evident in the proliferation of such choices in establishments across Belgium.
