Ipsos-IWSR whitepaper commissioned by AB InBev says alcohol consumers shift toward moderation - BUD News | RalliesIpsos-IWSR whitepaper commissioned by AB InBev says alcohol consumers shift toward moderation
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BUD• Ipsos-IWSR whitepaper on alcohol consumer trends
- Budweiser APAC on Aug. 7, 2026 flagged a new Ipsos-IWSR whitepaper commissioned by AB InBev on adult-beverage consumer trends.
- The report found total alcohol volume remains over 30% above 2000 levels despite a recent decline in global per-capita consumption.
- Participation stayed broad, with 76% of legal-drinking-age adults drinking alcohol; Gen Z engagement increased.
- Moderation emerged as a key driver, with consumers paying closer attention to alcohol content and choosing occasions aligned with personal goals.
- Premium-plus volumes grew at a 5% CAGR from 2014 to 2024; innovation drove over half of retail value growth over the past decade.
