In 2025, Russia’s beer consumption reached a historic low of 60 liters per person, a drop of 17% compared with 2024, said a recent report. The figure marks the lowest annual intake in the past decade.
The decline is driven by two main trends. First, beer prices rose more than 15% last year, outpacing overall inflation by roughly three times, according to economists. The sharp increase made the drink less affordable for average buyers.
Second, a healthier lifestyle gained traction among younger Russians, often called zoomers. They are switching to non‑alcoholic beverages and cutting back on beer, reflecting a broader cultural shift toward fitness and wellness.
According to economists, the price surge is especially hard on low‑income households, while the health trend reshapes market demand. The combination of cost pressure and changing preferences is likely to push producers toward lower‑alcohol or non‑alcoholic products.
Producers are already responding. Some major breweries have introduced new low‑calorie or alcohol‑free beers to capture the growing demand for healthier options.
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