IWSR's latest analysis reveals six key opportunities for beverage alcohol growth, spanning Gen Z evolution, affordability-driven premiumization, and more.
Gen Z participation remains stable, but more selective, consuming fewer categories per occasion. They are driving on-premise revival across major markets. Affordability is also reshaping premiumization as consumers selectively trade up, while standard beer and RTDs win as better-value categories.
Developing markets like India and Mexico are set to add the most volume through 2029, and global travel retail projects $4.2 billion growth by 2034, shifting toward experience-led environments.
RTDs are outpacing total alcohol growth in eight of the top 10 markets, with younger consumers driving frequency increases. Meanwhile, innovation delivered 55% of the $231 billion value added over the past decade.
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