Market Developments and Growth Expectations in the Beverage Sector in Romania and Greece

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 Bucharest on 4 June 2026.

The markets in Romania and Greece 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.

Romania in detail

Looking at the overall alcohol-free beverages market, Romania presents a similarly stable picture to the wider European average. Total per capita consumption of alcohol-free beverages in Romania is expected to reach 246 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. Romania, however, records a volume of 121 litres in this beverage segment. By 2030, growth of 11 per cent is forecast for this category. Mineral water consumption in Romania is also showing moderate growth. In 2025, per capita consumption is expected to reach 119 litres, with growth of around 5 per cent forecast by 2030.

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. Romania reached an average of 0.62 litres per capita in 2025, with forecasts predicting growth of around 11 per cent by 2030.

Greece in detail

In 2025, the total volume of alcohol-free beverages across Europe is expected to average around 179 litres per capita, while Greece is forecast to reach 288 litres per capita. In the soft drinks category, Greece records a per capita volume of 57 litres, compared with the European average of 65.4 litres per capita in 2025, according to Statista Market Insights. While no significant changes are expected across Europe overall, market researchers forecast growth opportunities of almost 9 per cent for this beverage category in Greece.

The outlook for RTD beverages is also growing 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. For Greece, growth of 4 per cent is forecast, based on a per capita volume of 0.72 litres in 2025.

Beer as a “social lubricant”

Alcohol-free beer offerings are also gaining importance. In 2025, per capita consumption of alcohol-free beer stood at 4.5 litres in Romania and 0.21 litres in Greece. Across Europe, the figure reached 2.7 litres per capita. Alcoholic beer remains firmly established in both markets. In 2025, per capita consumption of alcoholic beer stood at around 70 litres in Romania and 47.5 litres in Greece. The European average for this beverage category stood at just under 48 litres in 2024, with a gradual decline to around 45 litres expected by 2030. Romania is expected to experience only a slight decline to 67.3 litres, while Greece is forecast to maintain relatively stable consumption at 47.9 litres per capita.

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.