Ipsos-IWSR whitepaper commissioned by AB InBev flags moderation as key alcohol consumption trend
BUD•Moderation highlighted as a central demand shift
Ipsos and IWSR, in a whitepaper commissioned by AB InBev, flagged moderation as a central driver of adult beverage demand shifts.
- Total alcohol volume remained over 30% above 2000 levels, despite recent declines in global per-capita consumption.
- Participation stayed broad, with 76% of legal-drinking-age adults drinking alcohol; Gen Z engagement increased.
- Premium-plus volumes rose at a 5% CAGR from 2014-2024, pointing to continued willingness to pay for perceived value.
- Innovation drove over half of retail value growth in the past decade; 52% cited flavor as the main reason for RTD choices.
