The European out-of-home drinks market has reached a value of 157 billion euros in the year ended June 2025, with approximately 50 billion consumptions recorded in bars, cafes and restaurants. According to the analysis of circana, consumers have not reduced the opportunities for consumption, but have changed their choices, favoring products with low or no alcohol content, functional drinks and energy drinks.
The decline in traditional alcoholic beverages (-6% in bars, -1,7% in retail volumes) was offset by the growth of non-alcoholic and low-alcohol alternatives (+5,5% in value in retail). Among these, the most notable are: ready-to-drink cocktails, the only alcoholic category to grow, with a 6,5% increase in value. Demand for non-alcoholic beer is also on the rise, now considered a standard option by 55% of European consumers.
In parallel, the demand for sparkling drinks with low sugar content or enriched with functional ingredients – from stevia-based soda or fruit juice to infusions with vitamins or prebiotics – is gaining ground, also supported by consumer interest in healthy choices.
Among the emerging trends, Circana reports the rapid growth of energy drink, which despite starting from a small base, recorded +9% in out-of-home consumption and +7,7% in value in retail over the last year, with a double-digit acceleration in recent quarters.
Innovation remains a key driver: 30% of consumers say novelty is the primary reason they try a new brand. In the six major European markets, innovation contributed 5,1% of overall sales value growth.
Finally, the phenomenon of “inexperiences” – consumer experiences replicated at home – is fueling demand for cocktail kits, bar-style drinks, and cross-category collaborations. This dynamic offers new engagement opportunities for brands and expands their potential for differentiation in an increasingly crowded market.
