谁在主导市场？来看看2026行业六大趋势给出的答案

Core Insights - The alcohol beverage industry is undergoing significant changes as new consumer behaviors and market trends shape its future, particularly with a decline in wine consumption in the EU due to younger consumers drinking less and a growing trend towards moderation [2][4] Group 1: EU Wine Consumption and Production - EU wine consumption is projected to decline by 0.9% annually until 2035, with per capita consumption dropping to approximately 19.3 liters, a 9% decrease from the 2021-2025 average [2] - Major wine-producing countries like France and Germany are experiencing significant declines in consumption, while the production is expected to decrease by 0.5% annually, reaching about 138 million liters by 2035 [4] - Vineyard area is anticipated to decrease by 0.6% annually, which is identified as a primary reason for the expected decline in production [4] Group 2: Export and Import Trends - EU wine exports are expected to decline by 0.6% annually from 2025 to 2035, while imports are projected to decrease by 1.9% during the same period [6] - Despite anticipated growth in demand for EU wine from Latin America and Africa, it will not be sufficient to offset declines in major markets [6] Group 3: Consumer Behavior and Trends - Generation Z is redefining drinking habits, with their drinking participation remaining stable but becoming more selective, reducing the average number of different types of alcohol consumed per occasion from 2.8 to 1.8 [7] - Price sensitivity is a key factor affecting consumer behavior, with consumers across income levels reducing alcohol purchases, particularly in developed markets like the US, Germany, France, and the UK [8] - The trend of "selective premiumization" persists, where consumers are willing to pay for high-priced alcohol only when they perceive it as offering good value [9] Group 4: Ready-to-Drink (RTD) Beverages - RTD beverages have evolved from a trend to a stable category, with brands focusing on creating habitual consumption rather than just introducing new flavors [10] - Personal preference remains the primary factor for choosing RTD beverages (68%), with convenience and moderate consumption becoming increasingly important, especially among younger consumers [10] Group 5: Emerging Markets and Innovation - Emerging markets like India, Mexico, Brazil, and South Africa are expected to play a more significant role in the global alcohol industry due to rising income levels and changing consumer preferences [11] - Innovation is crucial for brands seeking steady growth, with companies investing in new product development and marketing strategies to meet evolving consumer demands [13]