Ipsos Report: Beverage Alcohol Industry Faces Shifting Consumer Behavior in 2026

Market research firm Ipsos has released an analysis examining the future challenges within the North American beverage alcohol industry in 2026.

The webinar, "TOAST 2026: Under Pressure - Fewer, Fragmented, Fought-For," delves into three key trends shaping the sector: declining consumption frequency, increasingly fragmented consumer needs, and escalating competition.

According to the analysis, consumers are drinking less often due to wellness trends, altered routines, and new priorities. Simultaneously, the "average drinker" is disappearing, and consumer pathways are diversifying, creating both opportunities and risks for companies.

Competition is intensifying as traditional alcoholic beverages vie not only against each other but also against new drink alternatives for consumer attention and occasion ownership. Ipsos suggests it is becoming crucial to understand which drinks will earn their place in consumers' evolving lives.

The webinar draws on new findings from Ipsos' Alcohol Consumption Tracker and offers insights for professionals in strategy, innovation, and marketing regarding new sources of growth and the challenges facing traditional approaches.