Publication | Leatherhead Food Research

Less is more: The future of the global alcoholic beverage industry

In this report, we use exclusive consumer data from eight countries to discuss the trend of 'less is more' and how different markets regulate alcoholic beverage claims used to entice consumers.

Attitudes towards alcohol consumption are clearly changing. Consumers, legislators, and industry players are among those influencing a drive towards products that are perceived as less
harmful to health and wellbeing. A complex and sometimes contradictory picture is emerging, with a desire for ‘less’ on the one hand – particularly when it comes to alcohol, calories, and
carbohydrates – met with demands for greater product choice and availability, as well as variety of ingredients, on the other.

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