Alcohol spending in South Korea posts sharpest drop in seven years
South Korea’s household alcohol spend saw its sharpest drop in seven years in the first quarter of 2026, as younger generations increasingly shun heavy drinking and turn towards health-conscious lifestyles.
Alcohol consumption in South Korea fell at the quickest pace in seven years in the first few months of 2026, government data from Korea Statistics Data Agency has revealed.
Real spending on alcohol per household levelled to 13,000 won (£6.38) per month on average in the three months that ended in the first quarter. The statistics marked a 9% drop from a year earlier.
This figure marked the steepest on-year decline since 2019, when the agency began compiling the data on a new quarterly basis.
The figure has also declined for the 10th consecutive quarter since the fourth quarter of 2023, when it fell 4.4%. Traditionally, quarters containing the Lunar New Year or Chuseok holidays saw an uptick in purchases, as Koreans broke out bottles to toast the festivities. However, even these periods have now seen sales slip.
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Shifting drinking habits
This comes as consumers cut back on alcohol across the Asia Pacific region. Last year, three in 10 APAC consumers said they were drinking less alcohol in 2025 versus the prior year, according to data from NielsenIQ.
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%). A move from heavy drinking towards healthier lifestyle choices has also prompted consumers to cut back on alcohol consumption.
‘Drinking with purpose’
“APAC consumers are no longer drinking out of habit — they’re drinking with purpose,” James Phillips, head of beverage alcohol APAC at NielsenIQ, previously told the drinks business.
He added: “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.”
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