How non-alcoholic beers are changing the market and consumers

Over the last decade, non-alcoholic beers (NABs) have become the fastest-growing category in the brewing industry. The 0.0% segment has already reached a value of more than PLN 1.7 billion and now accounts for approximately 8% of total beer sales in Poland. As a result, it has become a key component of changing consumer habits. The significance of this shift for both consumers and the market is discussed by Anna Forycka-Zawadka, Insights Director at Kompania Piwowarska, in the “Foamy Stories” podcast.

The current rise of NABs is having a clear impact on the entire beer category. The dynamic growth of 0.0% variants has gone hand in hand with a noticeable decline in sales of alcoholic beers in recent years, particularly strong beers, which saw their volume drop by around 9% year on year (2023 vs. 2024). Looking at the bigger picture, since the NAB segment began its rapid expansion, total alcoholic beer consumption in Poland has fallen by nearly 13%. This change is driven not by a single factor, but by overlapping trends: greater consumer awareness, the search for products that can adapt to different occasions, and the growing importance of choices that do not limit everyday activity. Beer is becoming a carrier of flavour rather than alcohol – and it is this shift in perspective that is driving growth across the entire segment.

Changing habits and preferences: who chooses non-alcoholic beer

The growing popularity of NABs clearly reflects evolving consumer preferences. The largest group of consumers are people aged 35–45, professionally active and mindful of their choices. These are individuals who know and enjoy the taste of beer but do not necessarily want to combine it with alcohol – whether during a night out with friends or a quiet evening at home. Choosing a non-alcoholic variant is a deliberate decision rather than one dictated by circumstances, which has led to the increasing integration of 0.0% beers into everyday occasions.

The strategic role of non-alcoholic beers in business

In this context, NABs are playing an increasingly important role in the strategies of major manufacturers, including Kompania Piwowarska. The company has been continually expanding its portfolio of non-alcoholic beverages and is the category leader, holding around a 31% share of sales. Kompania Piwowarska recognises this growing segment as both a business opportunity and social responsibility. A key element of this strategy is responsible communication – clearly distinguishing alcoholic from non-alcoholic options, targeting messaging exclusively at adults, and voluntarily labelling products with an 18+ symbol, even though this is not legally required. These practices demonstrate effective self-regulation, as the dynamic growth of NAB sales coincides with a decline in alcohol consumption.

Public discussions have raised calls to ban advertising or even the sale of NABs, based on concerns that promoting alcohol-free products might encourage alcohol consumption. However, consumer data do not support this claim. Trends are clear: the expansion of the NAB category goes hand in hand with reduced alcohol consumption, not the opposite. Restricting the promotion of non-alcoholic products could therefore have unintended consequences, limiting the choices of consumers who consciously want to drink less while still enjoying the taste of beer without alcohol.

European experiences and the direction of change

Experiences of other European countries show that the NAB segment can grow in a responsible and socially beneficial way. Germany and Spain, leading markets for alcohol-free beer, have regulatory models that distinguish between alcoholic and non-alcoholic products without limiting their promotion. In Germany, consumers can choose from hundreds of NAB brands, particularly popular among physically active individuals. In Spain, NABs represent 13–15% of the total beer market annually. These examples demonstrate that carefully designed regulations can foster positive trends toward conscious and moderate drinking.

The rising popularity of alcohol-free beers in Poland reflects a global shift in attitudes toward alcohol. Beer is increasingly valued not for its alcohol content, Beer is increasingly valued not for its alcohol content, but for the enjoyment it provides and its distinctive taste. The NAB category expands consumer options and has become a natural part of a culture where the focus is on choice rather than compromise. This trend is set to shape both the market and consumer expectations in the coming years – a point highlighted in the latest episode of the “Foamy Stories” podcast, which focuses on this transformation and its implications for the entire industry.

More detailed data and comments on the changes taking place in the NAB market can be found in the conversation with Anna Forycka-Zawadka on the “Foamy Stories” podcast [LINK].

Lech Browary Wielkopolskie, where Kompania Piwowarska’s alcohol-free beers are brewed.