E-Malt.com News article: South Korea: Non-alcoholic beverages enjoying rapidly rising sales in South Korea

Sales of non-alcoholic beverages are rapidly rising in South Korea as consumers drink less and prioritize health, with younger generations leading the shift toward alcohol-free alternatives, the Pulse reported on April 27.

According to the Korea Agro-Fisheries & Food Trade Corp. (aT) on Sunday, the average number of drinks consumed per drinking day fell to 6.6 glasses last year, down 0.1 from 2023. The figure had risen from 6.7 in 2020 to 7 in 2021 before trending downward.

The average monthly drinking frequency per person also declined to 8.8 days last year, down 0.2 days from 2023 and below the 9 days recorded in 2020 during the COVID-19 pandemic. The drop was particularly noticeable among people in their 20s and 30s. Compared with 2020, drinking frequency among women in their 20s fell from 8.8 to 7.2 days, while for men in their 30s it declined from 10.2 to 9.3 days.

The decline in alcohol consumption is largely attributed to a growing emphasis on health, along with cultural shifts that favor socializing without drinking and a reduction in company gatherings.

This trend is fueling demand for non-alcoholic alternatives at social events. The category is expanding beyond beer into wine, gaining traction not only in large discount stores but also through online distribution channels. Industry observers say the segment is evolving into a standalone market with both product variety and distribution networks growing.

Sales data reflect the momentum. Non-alcoholic beer sales at Emart and its warehouse chain Traders rose 37.1 percent in the first quarter from a year earlier, accelerating from 15.8 percent in 2024 and 25.8 percent in 2025. At Lotte Mart and Lotte Super, related sales increased 27.4 percent, while non-alcoholic wine sales climbed 17.7 percent.

Emart data show that consumers in their 20s and 30s account for 44 percent of non-alcoholic beer buyers, significantly higher than their 29 percent share in conventional alcohol purchases.

Retailers are adjusting product assortments in response to the expanding market. Emart has doubled its non-alcoholic beer lineup from about 20 products in 2022 to more than 40 today, while Lotte Mart has increased its related offerings by around 10 percent this year.

Beverage makers are also diversifying beyond single-product strategies, tailoring offerings by taste, function and consumption occasions. HiteJinro’s flagship “Hite Zero” recorded sales of about 20.8 billion won ($14.1 million) last year, up 21.8 percent from a year earlier. The company has introduced “Terra Zero” as part of a dual-track strategy and is considering overseas expansion.

OB Beer reported that its non-alcoholic beer sales volume rose about 24 percent year on year in January and February, following a roughly 22 percent increase in 2025. A company official said around 50,000 out of 600,000 restaurants nationwide currently offer non-alcoholic beverages, with further expansion expected.

Meanwhile, Lotte Chilsung Beverage’s “Kloud Non-Alcoholic” saw first-quarter sales jump about 40 percent from a year earlier.

The wine segment is also showing notable changes. Emart said sales of non-alcoholic wine surged 28-fold within a year of its introduction, prompting the retailer to create a separate category for the products.



28 April, 2026