Over the past few years, alcohol consumption has decreased significantly in Canada, while non-alcoholic beverages have become increasingly popular. This shift in consumer habits can be attributed to health concerns, cultural changes and the increasing availability of quality alcohol-free products.
Declining Alcohol Consumption
According to Statistics Canada, total alcohol sales declined by 0.1% between April 2023 and March 2024, to reach 26.2 billion dollars. More significantly, beer sales by volume were down 4.5%, marking the largest drop since 1949 and the eighth consecutive annual decline. In Québec, per capita alcohol consumption went from 122 litres in 2009 to 102 litres in 2022-2023, mainly due to declining beer sales.
A Surge in Non-alcoholic Beverages
At the same time, sales of non-alcoholic beverages have increased sharply. Between June 2023 and June 2024, the non-alcoholic beverage market in Canada rose to 199 million dollars, a 24% increase over the previous year, with non-alcoholic beer accounting for 76% of total sales.
Provincial retailers have also observed this trend. The SAQ reported an 83% increase in the sale of non-alcoholic beverages in January 2024 compared to the previous year. In Ontario, the LCBO saw a 69% increase in its sales of non-alcoholic beer over the same period.
What Factors are Driving this Change?
There are several factors involved:
- Health concerns: In 2023, Health Canada revised its guidelines for alcohol consumption, recommending a consumption limit of two drinks per week, compared to the previous guideline of 10 drinks per week for women and 15 drinks for men.
- Social movements: Initiatives such as Dry January and the “28-Day Challenge” are becoming increasingly popular. In January 2024, interest in an alcohol-free month increased by 132% compared to the previous year, according to Google search trends.
- Innovation and availability: Well-known brands are launching alcohol-free versions of their flagship products, such as Guinness 0 and Tanqueray 0.0. New stores specializing in the sale of alcohol-free beverages are opening across the country, offering a range of quality products.
- Lifestyle choice: For some, living alcohol-free is more than a trend; it’s a lifestyle choice, as seen in this inspiring testimonial: Being Sober Makes Me Unique!
A Lasting Shift
The transition to non-alcoholic beverages seems to be more than a passing trend. A NielsenIQ study indicated that 70% of people who drink alcohol-free beverages intend to continue doing so throughout the year, not just during specific periods such as Dry January.
The trend towards sobriety also extends to events such as festivals. More and more Canadians are choosing to attend festivals while staying sober, proving that fun and moderation go together hand in hand.
In short, Canada is seeing a shift in alcohol consumption habits, with an overall decline in consumption and a surge in alcohol-free alternatives. This shift reflects the population’s growing health awareness and its willingness to change its consumption habits.
For more information on the effects of reducing or pausing alcohol consumption, see the 28 Benefits of Going Alcohol-Free for 28 Days.
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