Market Developments and Growth Expectations in the Beverage Sector in Poland, Ukraine and the Baltic States

Beverage markets are currently developing in two directions at the same time: driven by consumers’ desire for self-optimisation, energy drinks, functional beverages and alcohol-free concepts are continuing to grow. At the same time, the need for community, atmosphere and shared experiences remains high – particularly in economically and socially challenging times. The “BrauBeviale meets Europe” tour addresses the background to these developments and will stop in Warsaw on 9 June 2026.

The markets in Poland and the Baltic States are showing similar tendencies to other European regions. The consumption of alcoholic beverages remains stable or is even declining, while the alcohol-free beverages market is growing in selected segments. Owing to the current situation, the Ukrainian beverage market is developing differently, with declining volumes forecast across almost all beverage categories.

Poland in detail

Looking at the alcohol-free beverages market, Poland presents a similarly stable picture to the wider European average. Total per capita consumption of alcohol-free beverages in Poland is expected to reach 227 litres in 2025, compared with a European average of 179 litres.

In the soft drinks category, the European average market volume in 2025 stands at 65.4 litres per capita, according to Statista Market Insights, and is expected to remain at this level. Poland records a volume of 79.6 litres in this beverage segment. Growth forecasts are particularly positive for energy drinks, with growth of approximately 10 per cent expected by 2030, based on a per capita volume of almost 12 litres in 2025.

In the mineral water segment, Poland could achieve growth of around 3 per cent by 2030, based on a per capita volume of 123.73 litres in 2025. This is particularly noteworthy given that the European average for this category is expected to decline by approximately 3.7 per cent.

The outlook for RTD beverages is also developing in line with the European average: across Europe, growth of 7 per cent is expected for this beverage category, based on a per capita volume of 1.28 litres. Poland records a volume of 1.04 litres per capita in 2025, while forecasts predict growth of 10.6 per cent by 2030.

Baltic States in Detail

In 2025, the total volume of alcohol-free beverages across Europe is expected to average around 179 litres per capita, while the Baltic States are forecast to reach 144.4 litres per capita. 

In the soft drinks category, the Baltic States record a per capita volume of 66.2 litres, compared with the European average of 65.38 litres per capita in 2025, according to Statista Market Insights. While no significant changes are expected across Europe overall, market researchers forecast growth opportunities for this category in the Baltic region. Growth of 7.4 per cent is expected by 2030.

Unlike broader market developments, the mineral water segment in the Baltic States is also expected to grow. In 2025, per capita consumption is forecast to reach 66.1 litres, with growth of around 15 per cent expected by 2030.

The outlook for RTD beverages is likewise positive. Across Europe, growth of 7 per cent is forecast for this category based on a per capita volume of 1.28 litres. In the Baltic States, growth of 13.4 per cent is expected by 2030, based on a per capita volume of 4.4 litres in 2025. 

Ukraine – Market Development Remains Uncertain

In 2025, the total volume of alcohol-free beverages across Europe is expected to average around 179 litres per capita, while Ukraine is forecast to reach 80.8 litres per capita. In the soft drinks category, Ukraine records a per capita volume of 38.2 litres, compared with the European average of 65.4 litres per capita in 2025, according to Statista Market Insights.

For alcoholic beverages, per capita market volume in Ukraine is estimated at 39.3 litres in 2025. Comprehensive forecasts for future market development are currently difficult to provide. The Statista data indicates a further decline in overall market volume.

Beer as a “social lubricant”

Alcohol-free beer offerings are also gaining importance. In 2025, per capita consumption of alcohol-free beer stood at 5.1 litres in Poland, 2.2 litres in the Baltic States and around 1 litre in Ukraine. Across Europe, the figure reached 2.7 litres per capita. Growth expectations for this beverage category range between 8 and 12 per cent across all three markets, broadly in line with the European average, where growth of 9 per cent is expected. 

Alcoholic beer is associated with largely stagnant expectations across all markets. In 2025, per capita beer consumption stood at around 82 litres in Poland and 84 litres in the Baltic States. The European average for this beverage category was approximately 47 litres per capita in 2025.

Analyses by the rheingold Institute indicate that these developments go beyond a short-term lifestyle trend. In an increasingly uncertain and difficult-to-control world, many people are focusing more strongly on what they can influence themselves: health, performance, flexibility and personal stability. The institute describes this development as an attempt to remain as stable and capable of acting as possible within a complex reality. An aspiration that is also changing the beverage industry.

At the same time, the need for community and a sense of security is growing. This is precisely why beverage segments such as beer remain relevant. Beer stands for something familiar – craftsmanship, origin and tradition. In an uncertain world shaped by technological, social and economic disruption, this sense of groundedness is becoming increasingly important once again.

“Beer brands are ideally suited to creating places, atmospheres and moods in which a sense of community can be experienced and placed at the centre of the occasion,” explained institute expert Paul Bremer during the first stop of the BrauBeviale meets Europe tour in Copenhagen. “Beer brands and gastronomy should offer places that convey a sense of togetherness.”

Where the beverage industry finds answers

“We are currently witnessing some very exciting developments in the market,” said Markus Kosak, Executive Director at YONTEX GmbH & Co. KG. “Consumers want to remain productive and capable – while at the same time continuing to enjoy shared experiences. This means that our established and traditional beverage segments, such as beer, can continue to strengthen their role in the market. At the same time, the desire for self-optimisation is creating new opportunities for beverage manufacturers. Our exhibitors understand this and are presenting solutions for all the requirements facing the industry in Europe.”

The entire supporting programme of BrauBeviale 2026, taking place in Nuremberg from 10 to 12 November 2026, is geared towards the challenges facing the European beverage industry. Topics covered in the programme include changing consumption habits, alcohol-free concepts, flexible production requirements and the question of how manufacturers can economically serve different consumption occasions. On the Main Stage in Hall 9, beverage expert Charles Nouwen from Peer to Beer will discuss the role of beer between tradition, community and changing consumption habits.

It is already worth regularly visiting the BrauBeviale website: the exhibitor and product database is online, further information about the supporting programme is continuously being added, and the ticket shop for visitors is also open.