Consumption of non-alcoholic beverages is growing in the Russian Federation

Sales volumes of natural non—alcoholic cider doubled and amounted to 37 thousand liters, wines increased by 64%, reaching 197 thousand liters, and beer rose by 22%, to 28 million liters.

From January to August 2024, retail sales of non-alcoholic beer, wine and cider increased by 22-60%, depending on the network and type of product. Experts say the main reason for the growing interest in these drinks is the demand from young buyers focused on a healthy lifestyle. Market participants are actively promoting non-alcoholic alcohol substitutes, as they are characterized by high margins due to the absence of excise taxes and duties. In the stores of the X5 Group chain (including Pyaterochka, Perekrestok, Chizhik), expenses for such products amounted to more than 3.6 billion rubles, which is 33% more than a year earlier.

According to NielsenIQ, from August 2023 to August 2024, sales of non-alcoholic beer increased by 10.1%, which is significantly higher than last year’s growth of 1.5%. AB InBev Efes noted that after the recession in 2022, the demand for soft drinks began to increase again. In the Lenta network, sales of non-alcoholic wine and cider increased by 60% in the eight months of 2024, and the assortment expanded by 75%. In Metro, sales of non-alcoholic wines increased by 140%, and in Auchan — by 126%.