Zeros change the beer market. Since 2018, they increased the sales volume by almost 250 percent.
In Poland, the segment of non -alcoholic beers reached PLN 1.72 billion in 2024, which means 7.5 percent. Participation in the entire brewing market – according to the report “zeros changes the beer market”, prepared by the Polish breweries. It was stated that the prospects for the Polish non -alcoholic beer market are very promising.
“In terms of value, the segment of non -alcoholic beers reached PLN 1.72 billion in 2024, which means more than twelve times over a decade and 7.5 % share in the entire brewing market.” Zeros “are worth more than many popular fmcg categories” – wrote in the report.
“Perspectives for the Polish non -alcoholic beer market are very promising. “Zerówki” since 2018 increased the volume by almost 250 percent. with a decrease in the sale of alcohol beers. 0.0 percent beers They have become a symbol of changing consumer habits, and the increase in health awareness and the growing variety of “zero” beer flavors make consumers willingly reach for them in various situations, replacing “alcoholic beverages” with “zeros” – added.
The report announced that In Poland, for the last decade, the beer market 0.0 percent has grown ten timesreaching nearly 6.5 percent throughout the beer market.
According to the report, taking into account the systematic decrease in the sale of alcohol beers for several years, it can be assumed that 1.94 million hectoliters of “kindergarten” bought by Polish consumers in 2024 are about 1.94 million hectoliters of less drunk beer with alcohol.
This translates into 9.7 million liters of pure alcohol less, which in 2024 Polish consumers did not drink thanks to the consumption of “zeros” – the authors say.
“This trend has been visible on the market for several years. The consumption of a classic alcoholic lager and strong beers decreases, and the consumption of 'zero' increases. Therefore, the average alcohol content in beer decreases systematically from year to year” – it was written.
“The dynamic increase in the sales of beers 0.0 % observed by Nielseniq has been in a much broader macrotrend searches for healthier consumers, alternative choices during their daily purchases. Limitation or complete resignation from alcohol consumption is, in our opinion, one of the main reasons for the replacement of beers by consumers with alcohol by 0.0 % products.” – said Marcin Cyganiak, commercial director of Nielseniq quoted in the report.
Poland The third beer producer 0.0 percent in Europe
Poland is currently the third largest producer of non -alcoholic beers in Europe; is responsible for over 9 percent. European production – according to the report “Zerówki change the beer market. The 0.0 % revolution continues”. In 2024, Poles bought 1.06 million bottles and cans of such beer every day.
According to the report published on Wednesday, Poland together with Germany and Spain are responsible for 68 percent. European production of “zeros”. Almost every tenth beer 0.0 percent In Europe it comes from Poland.
“From 2018, when for the first time there was a hostile increase in the segment of non -alcoholic beers on the Polish market, the sales volume of zero beers increased by 250 percent, to nearly 2 million hectoliters in 2024. Last year, Polish consumers bought 1.06 million bottles and cans of beer with zero alcohol content every day and at the same time 441 thousand alcohol ” – we read in the report of the Employers' Association of Brewing Industry – Polish breweries.
The publication shows that among the people buying “kindergarten” the most numerous group is the generation of thirty-year-olds, but over the past five years the frequency and size of non-alcoholic beers in all age groups of adult consumers have increased, especially in a group of 18-29 years. Non -alcoholic beers are common in Poland – 97 percent tried. Poles, and 62 percent He regularly reaches for “zeros”
The authors of the publication reminded that, according to Polish law, an alcoholic drink is a product intended for consumption containing ethyl alcohol of agricultural origin in a concentration exceeding 0.5 percent. volumetric alcohol. “However, for several years over 98 percent of non -alcoholic beers on the market is 0.0 % beers (i.e. without alcohol)” – they emphasized.
The report recalls the IQS study of January 2025, which shows that 97 percent consumers aged 18-64 tried in their lives a non-alcoholic beer, half as less (48 percent) of non-alcoholic champagne or prosecco, every third (33 percent) non-alcoholic wine, and 12 percent. non -alcoholic aperitifs.
According to the report for the last decade, the beer market 0.0 percent He has grown ten times, reaching nearly 6.5 percent. throughout the beer market. “Considering the systematic decrease in the sale of alcoholic beers observed for several years, we can assume that 1.94 million hectoliters + zeros + bought by Polish consumers in 2024 are 1.94 million hectoliters of less drunk beer with alcohol. This translates into 9.7 million liters of pure alcohol, which in 2024 will not drink Polish consumers in 2024 zeros ” – we read. (PAP)
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