Economic performance, moderation and health consciousness are reshaping alcohol drinking habits across Asia, but not in the same way for all countries, according to IWSR
In its latest Bevtrac 2025 consumer insights analysis, diverging trends are found across Asia’s alcoholic beverage markets, according to a recent report on the IWSR website. Whereas India is continuing its strong growth trajectory, consumers in China and Taiwan remain cautious amid economic uncertainty and shifting lifestyle priorities.
India stands out as one of the most resilient and dynamic markets in the Asian region, according to the report. It notes robust volume and value growth in total beverage alcohol (TBA), with premiumisation evident across most categories. IWSR forecasts a compound annual growth rate of +8% in volume and +9% in value for premium-plus segments from 2023 to 2028. This is driven by a growing middle class, rising disposable incomes, and increasing consumer interest in higher-quality offerings.
By contrast, China and Taiwan present a more restrained outlook. While there is still demand for super-premium products—market share in China rose from 43% to 48% year on year—overall alcohol spending has eased. Financially secure consumers are also exhibiting more moderate purchasing habits, suggesting a broader shift toward lifestyle-led moderation. This behaviour is also evident in Taiwan, where moderation appears to be increasingly normalised.
Importantly, no-alcohol products are gaining ground across key Asian markets. India and China are among the top markets where no-alcohol consumption increased in early 2025, largely driven by younger consumers and those prioritising health and wellness. No-alcohol beer leads the category, but spirits and wine alternatives are gaining traction as consumers review their drinking choices in favour of lower alcohol consumption.
Meanwhile, in Japan, younger legal drinking age consumers are reducing consumption both in volume and variety, influenced by wellness trends and economic pressures, suggest the report.
In conclusion the report concludes that moderation and health consciousness are reshaping alcohol drinking habits across Asia, and that overall market performance still remains highly dependent on local economic confidence as well as evolving cultural norms.
