Asian alcoholic beverage markets are undergoing divergent changes, according to the IWSR's latest Bevtrac 2025 report. While economic performance, health consciousness, and lifestyle shifts are reshaping drinking behaviours across the continent, these effects vary significantly between countries.
India continues to stand out as one of the most dynamic alcohol markets in the region. The report highlights a strong trajectory in both volume and value of total beverage alcohol (TBA), underpinned by a growing middle class and increasing demand for premium offerings. Premium-plus segments are expected to grow annually by 8% in volume and 9% in value from 2023 to 2028, reflecting a robust interest in quality-driven consumption.
In contrast, consumer behaviour in China and Taiwan shows growing restraint. Despite a notable increase in market share for super-premium products in China—from 43% to 48% year-on-year—total alcohol expenditure is softening. This is attributed to economic uncertainty and a cultural pivot towards more moderate consumption, especially among financially secure drinkers. Similar moderation patterns are evident in Taiwan, where lifestyle-led drinking habits are becoming more common.
A significant trend across Asia is the rise of no-alcohol products, particularly among younger consumers and those focused on health and wellness. India and China are among the leading markets for non-alcoholic beverage growth in early 2025. While no-alcohol beer remains the dominant choice, alternatives in the spirits and wine segments are also seeing increasing acceptance.
Japan presents a different challenge, with younger legal-age drinkers reducing both the quantity and variety of alcohol they consume. Wellness trends and economic factors are encouraging this demographic to cut back, contributing to a broader decline in consumption.
The IWSR concludes that while moderation and wellness are gaining traction across Asia, overall alcohol market performance remains closely linked to national economic confidence and shifting cultural norms.
