Alcohol Moderation in Focus:

FMCG Gurus - Alcohol Moderation in Focus: What Do Changing Alcohol Habits Mean for Brands? - Trend Digest 2026

As alcohol consumption continues to moderate, many assumptions about alcohol-free substitutes, premiumization, and changing consumer priorities are being challenged. This trend digest explores how drinkers across generations are redefining their relationship with alcohol, questioning long-held beliefs about abstinence, substitution, and value. Drawing on consumer insights, the resource examines where moderation is truly reshaping behavior, and where it is not. Rather than focusing on what brands think should happen next, this resource uncovers what consumers are actually signaling through their attitudes, choices, and expectations. Download your copy today to uncover the realities behind moderation and what they mean for the future of drinks.

Inside this digest:

• How consumers define moderation, and how this differs from abstinence or substitution.
• Where alcohol-free substitutes fit into drinking occasions, and where they fall short.
• How taste, quality, and experience influence moderated drinking decisions.
• Generational differences shaping attitudes toward alcohol and social norms.
• Which assumptions about the future of alcohol may be limiting brand growth.

How this helps drink brands:

• Identify where to focus innovation, premiumization, and messaging in a moderated market.
• Avoid misaligned strategies by understanding what consumers truly expect from alcohol and alternatives.