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Summary of our market study
The growth of non-alcoholic spirits in France is estimated at between 250 and 300 million euros.
The global market for non-alcoholic spirits is worth around $13 billion, and is growing by 8% a year.
In France, the non-alcoholic spirits sector is growing by over 10% a year, withnon-alcoholic beer and cider accounting for 75% of the total market .
These trends are fueled by factors such as "dry January", health considerations and the rise of mocktails, particularly among the younger generation.
Around 25% of Europeans over the age of 15 choose not to drink alcohol, and the share of non-alcoholic beverages in French budgets is over 40% .
With both traditional players and start-ups entering the market, demand is booming.
Key players in the non-alcoholic spirits market
- seedlip : The UK-based non-alcoholic spirits pioneer founded in 2015 by Ben Branson
- diageo: LeadAssociated with UK brand Ceder's to offer consumers a range of alcohol-free spirits
- William Grant & Sons: Launched its own alcohol-free spirits brand, Atopia
- OSCO:Founded in 2021 in the south of France,
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Summary and extracts
1 Market overview
1.1 Definition and scope of the study
Non-alcoholic spirits are drinks that imitate the taste of traditional spirits. The latter are defined as alcoholic beverages obtained by distillation, maceration or infusion of agricultural raw materials. These manufacturing processes distinguish spirits from alcoholic beverages produced by fermentation such as beer, wine, or cider. According to the European legislation, a spirit known as classic has an alcohol content of 15° and more, while the alcohol content of non-alcoholic spirits must be less than 1.2% in France. Among the spirits, there are for example whisky, rum, vodka or cognac whose popularity depends on the culture and history of each country.
Globally, the non-alcoholic spirits category grew by 32.7% in 2020. In addition, the "no-low" market, comprising alcoholic beverages with little or no alcohol, is expected to grow at an annual volume rate of 8% by 2025 in the major alcohol consuming countries.in France, the market for non-alcoholic spirits grew by 13% in 2021, and is expected to grow at around 10% per year until 2025. Non-alcoholic beers, which have been on the market longer, account for 3.8% of beer and mixed drinks sales, growing in value by 23.6% in 2021.
Driven by trends such as dry January and mocktails (non-alcoholic cocktails), the French market is growing with the launch of new products by traditional players, but also the arrival of new entrants. In addition, non-alcoholic spirits are gradually gaining popularity in wine shops, bars and supermarkets.
1.2 The global market for non-alcoholic spirits
The non-alcoholic spirits market is part of the larger "no-low " (***), no-low will grow at an average annual rate of *%.at an average annual rate of *% between **** and ****, while the alcoholic beverage market will only grow by *.*% per year over the same period.
No-low market size in ** key countries ****-****, US$ billion Source: ...
1.3 The national non-alcoholic spirits market
The market for non-alcoholic spirits is still fairly new, so unlike the spirits market whose size was around * billion in **** (***), the order of magnitude, for the market studied is in the order of several tens millions of euros.
In addition, the economic activity related to non-alcoholic spirits is recorded under the ...
1.4 Imports and exports
Because the non-alcoholic spirits market is so new (***), excluding fruit, nut or vegetable juices in reference ****."
In exports, France's top six partners are European, with the United Kingdom occupying an important place (***). This can be explained by the fact that the UK is a fairly mature market for non-alcoholic spirits, so ...
2 Analysis of the demand
2.1 The health issue in alcohol consumption, an advantage for non-alcoholic spirits
Since the ****'s, alcohol consumption in France has decreased overall, favouring certain alcoholic beverages at the expense of others. This graph shows a radical change in consumption patterns: the French prefer quality to quantity. Thus, the consumption of low-quality, inexpensive everyday wines has been divided by almost ten, while the consumption ...
2.2 Interest in spirits combined with the emerging mocktail trend
The Sowine/Dynata **** Barometer gives a general idea of the habits of the French regarding the consumption of alcoholic beverages. In particular, it sheds light on the five favorite alcoholic beverages of the French, with wine and beer in first place as they are cited by nearly half of the respondents. ...
2.3 Products used mainly as substitutes
Low-alcohol and non-alcohol beverages are praised for their lower health impact, but also for the simple fact that they are not alcoholic. In fact, consumers cite avoiding the effects of alcohol as a primary reason for consuming products.
Reasons consumers buy no-low products World, ****, % Source: ****
Thus, no-low products today are primarily ...
3 Market structure
3.1 The organization of the French market for non-alcoholic spirits
Non-alcoholic spirits are produced in the same way as alcoholic spirits and are then dealcoholized. The structure of the non-alcoholic spirits market is therefore similar to that of alcoholic spirits.
The French spirits industry is made up of several types of players who are involved in one or more stages of ...
3.2 French production of soft drinks
By selecting the code ******** corresponding to the category "Non-alcoholic beverages not containing milk fat (***)", the graph below is obtained. It shows a relatively stable French production of this type of beverage between **** and **** and a contraction of *.*% in **** resulting from the health crisis.
Evolution of the production in value of soft ...
3.3 Distribution of non-alcoholic spirits in France
The distribution channels for non-alcoholic spirits are similar to those for alcoholic spirits. Most of the sales to consumers are made through mass-market retailers, mainly for cost reasons.
Breakdown of sales of spirits and champagne in mass distribution by channel France, ****, in % Source: ****
In supermarkets, whiskies, aniseed-flavored spirits and rums appear ...
3.4 Traditional players alongside young companies
In the non-alcoholic spirits market, there are two categories of players: startups and young companies recently launched solely in the non-alcoholic spirits sector, and traditional players in the spirits market who are trying to position themselves in the buoyant non-alcoholic drinks niche.
3.5 The importance of bars and online sales in the emergence of the non-alcoholic trend
The trend of non-alcoholic beverages is already established among French consumers since **% of them already buy non-alcoholic beer. Non-alcoholic beer represents *% of sales in France and is growing strongly.
Even if there have been non-alcoholic drinks for a long time (***), the non-alcoholic offer has become a category in its own right ...
4 Analysis of the offer
4.1 Overview of spirits references
The consultation of several sites specialized in the online sale of non-alcoholic beverages to have a general overview of the references of non-alcoholic spirits and their prices.
Brand Type of spirit Price NONA June Non-alcoholic spritz **,*€ OSCO Organic aperitif *% alcohol **,*€ Sober Spirits Gin without alcohol **€ Sober Spirits Rum without alcohol **€ Lyre's Absinthe ...
4.2 Analysis of prices and production costs
Non-alcoholic spirits are produced from the same ingredients as alcoholic spirits. However, since February ****, producers of this beverage have been warning about production cost increases that are expected to weigh on spirits prices. Thus, the raw materials that have experienced price increases are: Average price increase of raw materials used for ...
4.3 A tax system that benefits non-alcoholic spirits
The graph above shows the breakdown of taxes on spirits. The total amount of taxes on a spirit sold for €**.* is €**.**.
Taxes applied to spirits are re-evaluated each year according to inflation. With **% of tax revenues for only **% of the volumes of pure alcohol released for consumption in France, the industry ...
5 Regulation
5.1 Current regulations
There is no legislation governing non-alcoholic "spirits", which, therefore, in order to comply with the European regulation, should neither use the term "spirits" nor the names of the various spirits such as gin, vodka or whisky. However, it is also important to underline the obligation of the publicans to respect the ...
6 Positioning of the actors
6.1 Segmentation of market players
- Pernod Ricard Groupe
- William Grant and Sons
- Seedlip
- DJIN SPIRITS
- Campari France Distribution
- Brown Forman
- Rémy Cointreau
- Distilleries Massenez Peureux
- Campari
- Château Clos de Boüard
- Maison PierreChavin
List of charts presented in this market study
- Size of the no-low market in 10 key countries
- French interest in spirits
- Ranking of the most consumed spirits
- The share of no-low drinkers by age
- Sales of soft drink production
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Latest news
Pernod Ricard sells almost all its wines to investors - 17/07/2024
- - Pernod Ricard is the world's number two in wines and spirits.
- - Pernod Ricard's total sales are €12.13 billion.
- - The divested business represents approximately 4% of Pernod Ricard's total sales.
- - Accolade Wines, now owned by the consortium of investors, generates sales of $650 million.
- - Pernod Ricard sells seven wineries, producing an annual volume of 10 million 9-liter cases.
- - Pernod Ricard's wine division saw a 10% drop in sales in the last quarter analyzed, mainly due to the US and UK markets.
Pernod Ricard sells its strategic international wine portfolio to Australian wine holdco - 17/07/2024
- - Pernod Ricard sells its international wine brands to Australian Wine Holdco Limited (AWL).
- - Annual volume sold: 10 million 9-liter cases.
- - Portfolio sold: Australian (Jacob's Creek, Orlando, St Hugo), New Zealand (Stoneleigh, Brancott Estate, Church Road) and Spanish (Campo Viejo, Ysios, Tarsus, Azpilicueta) brands.
- - The transaction also includes the sale of seven wineries.
Pernod Ricard: portfolio of Australian, New Zealand and Spanish wines - 17/07/2024
- - The Pernod Ricard group has announced the sale of the majority of its wine portfolio.
- - The buyer is the international consortium Australian Wine Holdco Limited, owner of Accolade Wines.
- - The seven wineries sold represent an annual volume of 10 million 9-liter cases.
- - The brands sold include wines from Australia (Jacob's Creek, Orlando, St Hugo), New Zealand (Stoneleigh, Brancott Estate, Church Road) and Spain (Campo Viejo, Ysios, Tarsus, Azpilicueta).
Cognac: difficulties in the cognac sector cause Rémy Cointreau's profitability to plummet - 07/06/2024
- - Consolidated sales for 2023-2024: 1.19 billion euros, down 19.2% organically.
- - Cognac division sales down 25%.
- - Weight of cognac in sales: nearly two-thirds.
- - Proportion of profits generated by cognac: 90%.
Wine: Pernod Ricard continues its rise in the rosé segment - 03/05/2024
- negotiations for the purchase of 280 hectares of vines at Terres de Ravel in Provence.
- The operation is led by Château Sainte-Marguerite, Cru Classé Côtes de Provence, whose 230 hectares have been shared by Pernod Ricard and the Fayard family since 2022.
- The Fayard family plans to further increase its vineyard to 600 or even 1,000 hectares.
- Rosé sales have regained momentum worldwide. IWSR forecasts sales growth of 3-6% between now and 2027 in France.
- In the US, growth of 13% per year is forecast
Campari doubles its Aperol production capacity - 22/04/2024
- **Campari's investment in increasing production capacity for Aperol:** 75 million euros over three years.
- - **Campari's position in the global spirits industry:** number six.
- - **Percentage of Campari's spirits production achieved by the Novi Ligure plant last year:** almost 30%.
- - **Campari's total organic growth:** double-digit records for the third consecutive year in 2023.
- - **Aperol sales growth over the last ten years:** fivefold.
- - **Aperol brand sales growth in 2023:** 23%, representing a quarter of Campari sales volumes.
- - **Campari sales in 2023:** 2.9 billion euros.
- - **Number of brands in the Campari portfolio:** fifty.
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the non-alcoholic spirits market | France
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