Austria and Switzerland are among the world’s leading markets for no- and low-alcohol beverages, with around 22% of consumers in both countries regularly choosing alcohol-free or reduced-alcohol options. This places them well above the global average of 16% and also ahead of the Western European average of 14%, underlining a clear regional momentum toward alternative beverage choices, according to a new study by NielsenIQ.
The trend is closely linked to a broader shift toward more mindful drinking habits. While the concept of “sober curious” living – reflecting a conscious reduction of alcohol without full abstinence – is still far from mainstream, it is increasingly shaping consumer attitudes. Only about one in ten consumers actively identify with the movement, yet a significantly larger share is at least aware of the idea or open to reconsidering their alcohol consumption.
Younger generations are the main drivers behind this development. Among Generation Z and Millennials, awareness of mindful drinking concepts is markedly higher than in older age groups. At the same time, almost half of all consumers say they still drink alcohol occasionally but do so more consciously, suggesting that moderation rather than abstinence defines current behavior.
For the hospitality and beverage sectors, these findings point to a growing, albeit still specialized, opportunity. Alcohol-free and reduced-alcohol products are no longer limited to fringe demand but are increasingly seen as a strategic complement to traditional offerings, reflecting broader shifts across the European beverage market toward diversity, choice, and responsible consumption.
