Colruyt sees one in three customers opt for no‑alcohol alternatives

Colruyt is reporting a significant surge in demand for alcohol‑free drinks, with one in three customers now choosing non‑alcoholic options as part of their regular shop.

The Belgian retailer says the shift marks a clear acceleration in the country’s moderation trend, extending well beyond seasonal campaigns such as Dry January and Tournée Minérale.

In 2024, around one in four Colruyt shoppers regularly bought alcohol‑free products. By 2025, that figure had climbed to one in three, supported by a growing assortment of more than 130 alcohol‑free items offered at the retailer’s lowest‑price positioning. The range has expanded by around ten products in the past year alone, excluding soft drinks, water and children’s beverages.

Alcohol‑free beer leads the category

Non‑alcoholic beer remains the strongest performer. Nearly 500,000 customers purchased alcohol‑free beer in the past year – an increase of roughly 30%. Classic 0.0% beers continue to dominate, with Colruyt’s own Cara 0.0% also performing strongly.

Mocktails, alcohol‑free aperitifs and spirits are also gaining traction, attracting around 430,000 customers in 2025. The Sir James range is the standout favourite, particularly its mojito variant.

In total, almost 900,000 Colruyt shoppers are expected to choose an alcohol‑free alternative in 2025, representing nearly 25% growth year on year. Not only are more customers buying these products, they are also purchasing 35% more volume than in 2024 and doing so more frequently.

Demand extends beyond seasonal peaks

Colruyt notes that the shift is not confined to traditional alcohol‑free months. In the final week of last year, sales of alcohol‑free drinks were up nearly 10% compared with the same period the year before. Sales of HUP, the retailer’s alcohol‑free sparkling wine, nearly doubled during the holiday season.

Regional tastes diverge

While growth is strong across Belgium, Colruyt’s data shows clear regional differences. Flanders is seeing the fastest overall rise in alcohol‑free purchases, particularly in beer. Mocktails are popular nationwide, but alcohol‑free ciders show notably higher demand in Wallonia.

The retailer says the breadth of its alcohol‑free assortment is helping meet a wide range of consumer preferences, from beer drinkers seeking 0.0% options to shoppers looking for sophisticated non‑alcoholic aperitifs.

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