The non-alcoholic beverage market in Russia has been showing steady dynamics and structural changes in recent years. Against the backdrop of the transformation of consumer habits, the development of a healthy lifestyle direction and the expansion of the assortment, certain segments show noticeable growth both in physical and monetary terms. At the same time, categories such as non-alcoholic alcohol still occupy a limited share compared to traditional alcoholic beverages.

Refusal of alcohol as a factor in the growth of the non-alcoholic segment

According to RBC, 28% of Russians aged 18-27 do not drink alcohol. At the same time, over the past 15 years, total alcohol consumption in the country has almost halved - from 15.7 liters of ethanol per person per year in 2008 to 8.7 liters in 2023 (RIA Novosti). In addition, 29% of respondents note that they would like to see more non-alcoholic wines and cocktails on the menu of establishments.

Restaurateurs also point to an increase in interest from young people in an expanded and visually appealing range of soft drinks.

Market statistics and trends in 2025

Market volume and consumption structure

According to ICMR (GFK RUS LLC), for the period from May 2024 to May 2025, the volume of sales of soft drinks increased by 12.9% in volume terms. The most dynamically developed categories were water, kvass, energy drinks and iced tea. In the structure of the market as of May 2025, in monetary terms, 29% accounted for carbonated drinks, 28.9% for water and 24.3% for juices.

Speaking of the export of soft drinks, according to the federal center Agroexport, in the first seven months of 2025 it amounted to $246 million, which is 16% more compared to the same period last year. In physical terms, the volume of supplies increased by 11% and exceeded 1.9 million tons. The key sales markets were Kazakhstan, Belarus, Uzbekistan, Kyrgyzstan and Mongolia.

Shifting demand towards flavoured water

According to Nielsen, in the first nine months of 2025, sales of flavored drinking water increased in volume terms by 21.9% year-on-year. At the same time, sales of carbonated drinks decreased by 2.4%, and unflavored water - by 3.9%. Analysts record the flow of demand between categories: in January-September, sales of carbonated water decreased by 55.65 million liters, while sales of flavored water increased by a comparable volume of 56.08 million liters. The total sales volume for this period amounted to 2.26 billion liters of carbonated drinks and 312.1 million liters of flavoured water.

According to the forecast of INFOLine Analytics, in 2025, the market for flavoured water will grow by more than 40% in physical terms to 600 million liters, and in monetary terms it will increase by 60% to 45 billion rubles. At the same time, the segment of non-alcoholic beverages (excluding bottled water) will decrease by about 0.7% to 9.15 billion liters, while in monetary terms it will reach 1.02 trillion rubles (+15% by 2024).

Large producers confirm changes in the structure of demand. Thus, Holding Aqua Group notes that in January-August 2025, sales of water with the addition of juices and flavors increased by 23% in liters and by 34% in rubles. In response to changing demand, manufacturers are adjusting product lines, developing drinks with a reduced calorie content or without sugar and sweeteners.

Growing interest in non-alcoholic cocktails

Representatives of the bar industry note a steady increase in interest in mocktails - complex soft drinks that imitate the structure and taste of classic cocktails. The demand for mocktails is associated with changing consumption patterns and interest in conscious consumption. The main audience remains young people aged 20-30, as well as consumers who are focused on a healthy lifestyle or limit alcohol consumption for medical reasons. Experts note that mocktails allow you to stay involved in the bar culture in the company even when giving up alcohol.

Non-alcoholic beer and wine

According to the O'Key chain, in 2025, non-alcoholic wine became the fastest growing category - sales increased by 53.5% compared to the previous year. Sales of non-alcoholic beer in January-October 2025 increased by 21.1% year-on-year. According to market participants, non-alcoholic beer is considered as one of the most promising segments of the non-alcoholic category.

All these changes reflect shifts in the structure of consumption of non-alcoholic beverages and the formation of new consumer preferences.

Soft drinks at WorldFood Moscow

In the "Soft Drinks" section at the WorldFood Moscow exhibition, participants can present the following products:

// Mineral water
// Juices, nectars, smoothies
// Fruit drink, jelly
// Kvass
// Carbonated drinks and lemonades
// Dry mixes for the preparation of drinks
// Energy drinks
// Iced tea/coffee
// Non-alcoholic beer and wine
// Other non-alcoholic beverages

In 2025, WorldFood Moscow was visited by 26,328 specialists, 25% of whom (6,582 people) showed interest in this section.

Present new soft drinks to buyers from retail and retail chains, representatives of the catering industry and HoReCa at WorldFood Moscow 2026!

Book a stand