На factual report reported by a Telegram channel, beer consumption in Russia has fallen to a historic low in 2025. Official figures show an average of about 60 liters per person a year, which is 17 % lower than the 2024 level. Analysts attribute the drop mainly to a 15 % price increase and a growing focus on a healthy lifestyle. According to the message, “звзмеры” (Generation Z) are turning away from alcoholic drinks and choosing non‑alcoholic alternatives. Источник: Telegram post rhymesrim/33711
To put the numbers in context, the Ministry of Agriculture’s earlier estimate projected 70 liters per capita for 2025 before the price shock. Retail data from major supermarkets confirm a 12 % decline in volume sales of beer over the last 12 months. At the same time, sales of low‑alcohol and soft drinks have risen by about 8 % annually, reflecting a shift in consumer preferences. These trends suggest that the market is now dominated by younger buyers who prioritize health and cost efficiency.
По словам экспертов рынка алкогольных напитков, such a decline reflects two key factors. First, the sharp price hike made beer less affordable for price‑sensitive groups, especially students and young families. Second, a broader wellness movement, amplified by social media, promotes “clean eating” and sober lifestyles. Economists note that the elasticity of demand for beer in Russia is relatively high, meaning that a modest increase in price leads to a disproportionate fall in consumption. The trend also hints at a structural change: younger consumers are developing a lasting preference for non‑alcoholic options, which could reshape product line‑ups of both domestic and foreign brewers.
For breweries, the consequences are already visible. Large producers have introduced low‑calorie or “light” beer variants, while craft companies focus on niche, premium flavors to maintain profitability. Some firms are accelerating the development of non‑alcoholic beers to capture the growing segment. At the same time, distributors are reallocating shelf space to carbonated soft drinks and flavoured waters, which now occupy a larger share of the beverage aisle. Industry analysts predict that the post‑2024 market will stabilize at roughly 55‑60 liters per capita, with any future growth tied to innovation in alternative beverages rather than traditional beer.
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