Why are consumers in Asia Pacific drinking less?
Consumers in the Asia Pacific (APAC) region are “no longer drinking out of habit”, according to new research from NielsenIQ. But what are the factors influencing people in these markets to drink “with purpose”?
“APAC consumers are no longer drinking out of habit—they’re drinking with purpose,” said James Phillips, head of beverage alcohol – APAC at NielsenIQ.
Three in 10 APAC consumers are drinking less alcohol than they were a year ago, according to insights from the consumer intelligence firm. Just 15% have reported drinking more in 2025 compared with 2024.
Consumers in Australia, New Zealand and the Philippines are leading the way when it comes to drinking less, with a respective 34%, 38% and 42% of consumers admitting to drinking less in 2025.
But what factors are influencing this trend? And how do they vary in different markets?
Two in five (41%) of consumers across the region said they are drinking less in order to be healthier. China (52%) and Hong Kong (45%) had the highest proportion of people motivated to drink less for health reasons.
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Tightening purse strings are also having an impact on alcohol consumption in APAC, with the cost-of-living crisis cited as a contributing factor for the downward trend.
One in four (25%) of moderating consumers said financial pressures are prompting them to cut back. Nearly a third (31%) of those moderating have limited alcohol to special occasions, a trend which is highest among those in South Korea (38%) and Japan (41%).
Meanwhile, 22% of APAC consumers — and 33% of those in New Zealand — continue to drink the same categories when they go out but are making fewer purchases per visit.
“APAC consumers are no longer drinking out of habit — they’re drinking with purpose. The shift toward mindful consumption is not a passing trend, but a cultural reset that’s redefining how, when and why people drink. The key question – is this the new normal in the on-premise? If so, it presents big challenges for suppliers, manufacturers and operators, including the need to cater for moderating guests without alienating core consumers. Brands that can gain a deep understanding of this complex recalibration and adapt nimbly will be the ones that stay relevant in the months and years ahead,” Phillips said of the growing trend.
No and low alcohol options are gaining traction in APAC markets, with a third (32%) of consumers in the region saying they have tried a low-alcohol or alcohol-free drink at a bar, restaurant or similar venue.
Beer is the frontrunner in terms of no and low categories, with consumers in China particularly open to trialling no and low options.
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