Belgium counts 400 breweries and produces more than 1,600 types of beers, and yet its beer consumption continues to decline.
According to an annual report by the Belgian Brewers association, the country's beer consumption fell by 2.1% in 2024, although the declinde was not as steep as the 6% decrease in 2023.
The drop is part of an ongoing downward trend, with consumption in the country falling by almost 20% in the last 10 years.
The association cites "persistent pressure on purchasing power, reduced competitiveness, high costs and an unstable geopolitical context," as the reason for the decreased consumption.
They also noted a change in drinking habits, and growing health concerns.
"Belgians are drinking less alcohol overall, and so, less beer."
But it is not just Belgium, European brewers have been grappling with the long-term decline as the European Union has experienced a decline in demand for alcoholic beers, a Eurostat report reveals.
Instead, non-alcoholic beverages are becoming increasingly more popular.
"Five years ago, there was just one non-alcoholic beer, now there are six," bar owner Waldo Marlier told local media when speaking about his own stock.
Non-alcoholic drinks have also seen a rapid rise in the UK, including popular trends such a Dry January which consists of staying sober for the month. It was estimated that 15.5 million people took part in it in the UK in 2025.
Younger generations, increasingly aware of the harmful impact of alcohol on both physical and mental health, are changing the heavy drinking installed by previous generations.
A recent survey published in The Times revealed that almost half of 18- to 34-year-olds have stopped drinking alcohol altogether. Similarly, a 2024 YouGov study found that 44 percent of British people aged 18 to 24 now prefer low or non-alcoholic alternatives.
For many, non-alcoholic options provide a way to moderate consumption, feel included, and maintain better self-control during nights out.
Recent socio-economic events, such as the COVID-19 pandemic and the ongoing cost of living crisis, have reshaped our relationship with alcohol, encouraging people to reconsider its financial and personal costs.
