Non-Alcoholic Beer: The Silent Revolution in the Retail Sector
Brussel, zaterdag, 14 juni 2025.
The rise of non-alcoholic beer marks a remarkable shift in the beverage market. With a growth of over 5% market share, this category is transforming the retail sector. Leading brands like Jupiler and Leffe 0.0% are playing a crucial role in this trend. Notably, the incredibly rapid acceptance is striking: where only a few breweries offered non-alcoholic alternatives five years ago, every producer now has a 0.0% range. Retail chains like Carrefour report significant volume growth - up to 30% in certain periods - indicating a fundamental shift in consumer preferences. Experts predict that this market could grow by up to 50% in the coming years, necessitating strategic reorientation for beverage producers and retailers.
Non-Alcoholic Beer: A Growing Market Trend
The non-alcoholic beer market has experienced significant growth, with 5.6 percent market share in Belgian retail in 2024 [1]. Notably, the regional distribution is interesting: Flanders leads with 6.4% market share, while Wallonia represents 4.5% [1].
Retail Performance and Consumer Preference
Carrefour reports a remarkable increase in non-alcoholic beer sales, with a rise of 30% during special periods such as Tournée Minérale [1]. The current retail volume for non-alcoholic beer stands at 7% of total beer sales [1].
Brand Strategy and Innovation
Leading brands such as Jupiler and Leffe have expanded their 0.0% ranges [1][2]. Heineken has even invested €45 million in a new research centre focused on beverage innovation, with a specific emphasis on non-alcoholic variants [3].
Future Expectations
Experts predict further growth in the non-alcoholic beer segment. NielsenIQ expects the market value to increase by 50 percent in four years, from €56 million to an anticipated €84 million [1].