Colruyt Group says alcohol-free drinks are now a mainstream shopping choice in Belgium, with one in three customers buying alcohol-free products in 2025, up from one in four the previous year.
The Belgian retailer reports strong growth across beer, mocktails and alcohol-free spirits, driven by changing consumer habits and expanding in-store ranges.
Colruyt now offers more than 130 alcohol-free product lines, around ten more than last year. The retailer says the category continues to grow faster than most traditional beverage segments.
Alcohol-free beer remains the largest driver. Nearly 500,000 customers bought alcohol-free beer in the past year, representing growth of around 30%. Beers with 0.0% alcohol content remain the top sellers, with Cara 0.0% performing particularly well.
Demand is also rising in alternative segments such as mocktails and alcohol-free aperitifs. Around 430,000 customers purchased alcohol-free spirits and ready-to-drink mocktail products in 2025. Sir James bottles were the strongest sellers in this segment, led by its mojito flavour.
In total, almost 900,000 Colruyt shoppers chose alcohol-free alternatives last year. That represents growth of more than 25% compared with 2024. Customers are also buying more per visit, with overall volumes up 35% year-on-year.
Seasonal demand is no longer limited to Dry January and Tournée Minérale. Colruyt says sales volumes in the final week of 2025 were 10% higher than the same period a year earlier. Alcohol-free sparkling wine also saw strong holiday demand, with nearly double the number of bottles sold compared with the previous year-end period.
Regional Differences
Shopping patterns vary across Belgium. Growth remains strong in all regions, but Colruyt reports faster expansion in Flanders than in Wallonia.
Mocktails perform well nationwide, while Wallonia customers show a stronger preference for alcohol-free cider. Alcohol-free beer is particularly popular in Dutch-speaking regions.
Retail Strategy
Colruyt continues to support the category through in-store promotions and awareness campaigns. During February’s Tournée Minérale initiative, alcohol-free products receive additional visibility in leaflets and promotional activity.
For suppliers and brand owners operating in the Belgium FMCG market, the data highlights how health-driven consumption trends are reshaping beverage assortments and shelf space allocation inside large supermarket chains.
With alcohol-free now moving from niche to core category, retailers are increasingly treating it as a long-term growth segment rather than a seasonal promotion.
Editor’s Note: Sales figures and customer data referenced in this article are based on information published by Colruyt Group through its official press communication. Product images are credited to Colruyt Group press service.
