On January 5th, according to a recent survey conducted by the International Wine and Spirits Research (IWSR), 40% of Germans have consumed non-alcoholic beer in the past six months. This proportion is the highest among the 15 countries surveyed. Two years ago, only 34% of Germans had consumed non-alcoholic beer.
Analysts point out that the generation aged 60 and above is the main force driving the growth of non-alcoholic beer consumption. Over the past two years, their consumption proportion of non-alcoholic beer has increased from 30% to 41%. Among millennials, the consumption proportion of non-alcoholic beer has increased from 38% to 44%, and among Generation X, this proportion has increased from 35% to 40%.
IWSR believes that the growth in global non-alcoholic beer consumption in recent years is primarily due to an increase in the consumption volume among the original non-alcoholic beer drinkers. However, despite Germany already having the largest and most developed non-alcoholic beer market globally, the number of non-alcoholic beer consumers in the country is still growing.
In 2024, the sales volume of non-alcoholic beer in Germany increased by 6% compared to 2023. Germany accounts for over 15% of the global non-alcoholic beer market. Its consumption is over 50% higher than that of Japan, the second largest market, and almost twice that of the United States, which ranks third.
However, the penetration rate of non-alcoholic beer in the Japanese and American markets is significantly lower than that in Germany. Over the past six months, 32% of Japanese consumers have consumed non-alcoholic beer, compared to only 10% in the United States.
The New York Times reported in November 2025 that Germany's beer culture is undergoing changes: people no longer go to bars for a few drinks after work, and due to rising living costs and the popularity of online entertainment, they are spending less time outdoors. Not drinking has become the norm, and ordering soda, juice, or tea at bars is no longer considered improper. In 2025, for the first time, every pavilion at the Munich Beer Festival served non-alcoholic beer.
The big companies, such as Oettinger, Bitburger and Paulaner, have done well thanks to other products – sparkling water, fruit drinks, mineral water and non-alcoholic beer. Jörg Bibernik, Paulaner’s chief executive, estimates that half of the company’s sales in Germany are not from its easy open end cans.
According to the German Brewers Association, non-alcoholic beer accounts for 9% of beer production and sales. The association predicts that the share of non-alcoholic beer will reach double digits in the coming months.
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