1 in 3 Colruyt customers choose alcohol-free

Alcohol-free alternatives are increasingly finding their way into Colruyt customers’ shopping trolleys. In 2024, 1 in 4 customers regularly opted for alcohol-free products; in 2025, this has risen to 1 in 3. With a choice of more than 130 products at the lowest prices, there is something for everyone, although alcohol-free beers remain the clear favourite, closely followed by mocktails. Preferences differ across regions: alcohol-free cider is most popular in Wallonia.

1 in 3 customers choose from one of 130 alcohol-free products

Each year, the proportion of Colruyt customers opting for alcohol-free alternatives continues to increase. Over the past year, 1 in 3 customers chose an alcohol-free alternative at the lowest price. The category is therefore growing strongly. With more than 130 references, the range has expanded by around ten products compared with last year. Water, lemonades, children’s sparkling drinks and other soft drinks are not included in these figures.

The range of alcohol-free beers in particular has grown significantly, responding to rising demand. Nearly 500,000 customers purchased alcohol-free beer over the past year, representing growth of around 30%. Beers with 0.0% alcohol content therefore remain the best-selling products in this category. Cara 0.0% is also performing well.

Alcohol-free aperitifs and spirits, mocktails, aperitifs and distilled alternatives attracted around 430,000 customers in 2025. Sir James bottles are the top sellers in this segment, with the mojito flavour leading the way.

In total, almost 900,000 Colruyt customers chose an alcohol-free alternative in 2025. This represents growth of more than 25% compared with the previous year. Alcohol-free alternatives are not only becoming more popular: customers are also buying 35% more of these products than in 2024 and purchasing them more frequently.

That Belgians also choose alcohol-free options outside Dry January and Tournée Minérale was evident in the final week of last year. During that period, Colruyt sold 10% more volume of alcohol-free alternatives than in the previous year. Nearly twice as many bottles of HUP alcohol-free sparkling wine were sold compared with the previous year-end period.

Different tastes across regions

The diversity of Colruyt’s alcohol-free range means there is something for everyone, as reflected in the differences in sales figures between the country’s regions. While all regions are experiencing strong growth, this growth is faster in Flanders than in Wallonia.

Mocktails perform well everywhere, while Wallonia shows a preference for more traditional alcohol-free ciders. Alcohol-free beers are also more popular in the Dutch-speaking part of the country.

Alcohol-free tips in the leaflet

Colruyt supports awareness of the health risks associated with alcohol consumption and makes it easy for customers to choose alternatives. During Tournée Minérale in February, there are numerous promotions across the wide range of alcohol-free alternatives. Each leaflet includes an alcohol-free tip. In this way, customers are inspired throughout the year to choose alcohol-free drinks, combining health awareness with price consciousness.