This is what Norwegians choose instead of alcohol. The trend is clear
Sales of non-alcoholic beverages at Vinmonopolet have reached a record high. The Norwegian alcohol monopoly has never sold such a large quantity of these products before. The data shows a clear increase in interest in alcohol-free alternatives.
Norwegians are increasingly choosing alcohol-free products.
Fot. Adobe Stock, licencja standardowa
In 2025, Vinmonopolet will sell a total of about 1.5 million liters of non-alcoholic beverages. This represents an 11 percent increase compared to the previous year.
The information was provided by Vinmonopolet spokesperson Jens Nordahl. He notes that this is the highest result in the network's history. The trend is particularly noticeable in the period leading up to the holidays.
The information was provided by Vinmonopolet spokesperson Jens Nordahl. He notes that this is the highest result in the network's history. The trend is particularly noticeable in the period leading up to the holidays.
Changing consumer preferences
Changes also affect the sale of alcoholic beverages. Norwegians are increasingly opting for drinks with a lower alcohol content. Sales of red wine, fortified wines, and strong spirits are declining.
On the other hand, there is growing interest in white wine, cider, and beer. There is also a noticeable increase in demand for products with lower sugar and calorie content.
On the other hand, there is growing interest in white wine, cider, and beer. There is also a noticeable increase in demand for products with lower sugar and calorie content.
Consumers have more options today than a few years ago.Photo: Adobe Stock, standard license
The social context of the trend
According to the organization Av-og-til, the changes are related to social and health factors. The organization's goal is to reduce alcohol consumption, especially in the presence of children.
Secretary General Ragnhild Kaski points to data from the Norwegian Institute of Public Health, which shows that 90,000 children grow up in families with alcohol abuse problems. Av-og-til runs social campaigns funded, among others, by the Norwegian Directorate of Health, which last year exceeded NOK 10 million.
Secretary General Ragnhild Kaski points to data from the Norwegian Institute of Public Health, which shows that 90,000 children grow up in families with alcohol abuse problems. Av-og-til runs social campaigns funded, among others, by the Norwegian Directorate of Health, which last year exceeded NOK 10 million.
A growing range of alcohol-free products
Producers are also supporting the development of the non-alcoholic beverage market. Products such as fermented tea, alcohol-free cider, gin, and wine from which alcohol has been removed after fermentation are now available.
Vinmonopolet points to a significant improvement in the quality of these products in recent years. As a result, consumers have an increasingly wide selection of alternatives to traditional alcoholic drinks. The organization Av-og-til notes that the further development of this trend depends on maintaining current consumer habits.
Vinmonopolet points to a significant improvement in the quality of these products in recent years. As a result, consumers have an increasingly wide selection of alternatives to traditional alcoholic drinks. The organization Av-og-til notes that the further development of this trend depends on maintaining current consumer habits.
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