A recent study by IWSR, a global beverage alcohol research firm, reveals that India ranks highest among 15 major markets for temporary alcohol abstinence. According to the report, 71% of Indian drinkers have taken a break from alcohol consumption for a period of time, surpassing countries like South Africa, Mexico, and Brazil, where just over half of drinkers reported similar behavior.
The trend is largely driven by health and wellness concerns, particularly among younger consumers. However, despite this growing moderation, industry experts believe that India’s alcohol market will continue to expand. They point out that drinking remains culturally integrated, and a steady influx of new legal-age drinkers ensures sustained demand.
