SINGAPORE | ‘Zebra striping’ is on the rise as consumers seek to moderate their alcohol consumption.
According to research from Euromonitor International, although the global alcoholic drinks industry 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 has become popular across all ages and demographics, but is especially evident among younger consumers.
Moderation and sober curiosity replace hedonism
According to Euromonitor International’s Voice of the Consumer: Health and Nutrition Survey 2025, global attitudes towards alcohol consumption have been shifting.
Among those who consume alcohol at least occasionally, 53 percent said they are actively trying to cut back, up from 44 percent five years ago. Notably, the share of individuals who never drink alcohol rose by three percentage points since 2020.
This shift is especially evident among younger consumers, as research showed 36 percent of Gen Z within legal drinking age report never consuming alcohol.
Globally, the growing trend towards sobriety was largely driven by a desire to feel healthier (46 percent) and avoid long-term health risks (42 percent), along with practical considerations like saving money (30 percent) and improving sleep quality (25 percent).
In 2025, Australia saw a five percent increase in respondents reducing or trying to quit their alcohol consumption to feel healthier, at 54 percent, up from 49 percent in 2024.
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 percent, bringing the total market value to USD 1.7 trillion.
Similarly, the Asia Pacific region saw total volume growth of 0.8 percent in 2024, bringing the total market value to USD 521 billion.
Meanwhile, Asia Pacific saw the sale of non-alcoholic spirits grow by 11 percent in total volume terms, non-alcoholic RTDs by 12 percent, non/low alcohol beer by 7 percent, and non-alcoholic wine by 7 percent.
Globally, the adult non-alcoholic drinks market is expected to grow by 24 percent in total volume terms between 2025 and 2029, surpassing 10.2 billion litres in 2029.
“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,” said Spiros Malandrakis, global insight manager for alcoholic drinks.
“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.”
