Alcoholic drinks in 2024: The big picture
Alcoholic drinks continued to see a decline in Canada in 2024, with volume remaining in a negative digit slump and value sales small. The overall decline in alcohol consumption is the primary reason for this, as more consumers, especially in the younger adult generations, are now conscious of alcohol’s harmful effects on the health, which goes hand-in-hand with the rising trends around health consciousness in general. More so, the act of saying no to alcoholic drinks in social situations is becoming more popular and less taboo, with a growing number of consumers opting for sober lifestyles. In turn, this is leading to a rise in demand for non-alcoholic variants and is also creating new dynamics and competition within the different categories.
2024 key trends
Beer remains the largest category in the alcoholic drinks. However, beer also faces challenges, such as competition from products which are seen as more attractive, such as non-alcoholic drinks and RTDs. Younger generations of adult consumers are also drifting away from beer overall, considering it a relatively “old school” product. Nevertheless, there is still demand for premium beer and non-alcoholic or low-alcohol variants.
Competitive landscape
Molson Canada (the NBO of Molson Coors Brewing Co) is the overall leading company in alcoholic drinks in Canada, albeit with Labatt Brewing Co Ltd hot on its heels by a sub-decimal share. Molson Canada’s strong position in beer, with its wide portfolio of brands including Coors Light, Molson Canadian, Carling, Heineken, Carling Black Label, Old Style Pilsner, and more, support its top overall company place. The player is also active in new launches, such as seen with its Madri Excepcional Lager.
Retail developments
Food drink and tobacco specialists remains the largest distribution channel for alcoholic drinks in Canada, thanks to the large variety of products such retailers offer. In various provinces, these specialist retailers, such as LCBO in Ontario, are the chosen stores for consumers looking to purchase alcoholic drinks. Such retailers also continue to add new stores in various vicinities, thereby further increasing distribution reach.
On-trade vs off-trade split
On-trade is seeing a more positive performance compared to off-trade, thanks to growing number of restaurants, bars, and pubs in the country. Indeed, population growth and urbanisation of many rural/remote areas in Canada has led to a healthy growth in the foodservice sector overall. Diversity in the country is also allowing for multicultural restaurants and bars, which is helping fuel the growth of on-trade sales. Novel openings, such as mocktail bar Spilt Zero Proof that opened in Edmonton in 2024 and offers alcohol free drinks only, are further helping to boost growth in the on-trade channel.
What next for alcoholic drinks?
Alcoholic drinks is set for ongoing declines over the forecast period. Rising health consciousness will continue to be detrimental to growth of alcoholic drinks, as consumer preferences shift towards other options in line with the sobriety trends. Nevertheless, some relief will be brought by premium drinks, as well as RTD and non-alcoholic drinks, which are expected to see ongoing demand.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Canada with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Canada, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Canada report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Canada?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Canada?
- How are products distributed in Canada?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Canada
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
Off-trade establishments
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Canada
KEY DATA FINDINGS
Traditional beer continues to lose share, as consumers shift to other options
Molson Coors maintains its leadership position, albeit with Labatt Brewing hot on its heels
Food/drink/tobacco specialists retain the strongest distribution share, while convenience outlets benefit from new regulations
Beer expected to remain in overall slump, with opportunities for non/low alcohol, craft, and premium options
Non/low alcohol trends will continue to influence category dynamics
New product developments to focus on the strongest trends
Lager price band methodology
Cider/Perry in Canada
KEY DATA FINDINGS
Cider/perry remains in a slump, with dwindling consumer interest and no new product developments
Market leaders lose share to small new entrants under “others”
Distribution landscape sees some shift towards smaller retailers
Cider/perry will remain in a slump over the forecast period
Government to provide support to the craft cider industry
On trade sales expected to be boosted by population growth and ubanisation
Rtds in Canada
KEY DATA FINDINGS
RTDs is the winner in alcoholic drinks, with demand spurring new product developments
Established names enjoy leadership of RTDs, although small brands continue to rise
Food/drink/tobacco specialists retain strong distribution, with e-commerce on the rise
RTDs will maintain healthy growth over the forecast period
Non-alcoholic RTDs appeal to consumers embracing sober lifestyles
Distribution regulations will further help growh
Spirits in Canada
KEY DATA FINDINGS
Spirits face the brunt of alcohol-free trend, while opportunities remain for non-alcoholic and premium variants
Diageo maintains lead thanks to well-established and premium brands, while non-alcoholic variants rise
Distribution landscape for spirits follows the same dynamics as alcoholic drinks
A sluggish performance ahead for spirits, with oppportunities seen in no-alcohol variants and premium options
A strong focus on non-alcoholic options expected
On-trade sales expected to be boosted by population growth and ubanisation
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Canada
KEY DATA FINDINGS
Wine faces challenges due to changing consumer trends and climate factors
Arterra Wines maintains its top place, while niche non-alcoholic options see the strongest developments
Distribution landscape remains largely unchanged
Wine expected to see a sluggish performance over the forecast period
Players will likely utilise social media to promote non-alcoholic wine
On trade sales expected to be boosted by population growth and ubanisation
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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-
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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