Why are Asia-Pacific consumers drinking less? New study reveals purposeful drinking trend

According to the latest NielsenIQ research, consumers in the Asia-Pacific region (APAC) are gradually shifting their drinking habits from habitual consumption to purposeful drinking. James Phillips, the head of alcoholic beverages for APAC at NielsenIQ, noted that this trend reflects increased consumer awareness of drinking behavior.

Key data shows that 30% of APAC consumers will drink less in 2025 compared to 2024, while only 15% plan to drink more. The markets with the most significant reduction in alcohol consumption include the Philippines (42%), New Zealand (38%), and Australia (34%).

Health concerns are the primary motivation, with 41% of respondents citing health as the reason for cutting back, particularly in China (52%) and Hong Kong (45%). Economic pressures also influence drinking behavior, with 25% of consumers reducing alcohol due to financial reasons. Consumers in South Korea (38%) and Japan (41%) are more likely to drink only on special occasions.

Notably, 22% of APAC consumers (33% in New Zealand) maintain their preferred types of alcohol but reduce the quantity per purchase. Phillips emphasized that this represents a cultural reset rather than a short-term trend, which will reshape the business models of drinking scenarios.

Non-alcoholic and low-alcohol beverages are gaining acceptance in the APAC market, with 32% of consumers having tried such products in dining settings. Chinese consumers show particularly high acceptance of non/low-alcohol beers. This trend forces businesses to balance serving moderate drinkers while retaining core customers. Brands with market insights and rapid adaptability will have a competitive edge.

2025-07-30

Source: https://www.thedrinksbusiness.com/2025/07/why-are-consumers-in-asia-pacific-drinking-less/