Spending in 2026
$1.8tn
Spending in 2035
$2.9tn
Alcohol & Tobacco
The global alcohol and tobacco market is undergoing a period of sustained growth, with rising consumer class incomes, urbanisation, and shifting preferences driving both volume and value gains. By 2030, spending on is projected to expand significantly, fuelled by growth in emerging markets and changing generational consumption patterns.
Key Trends Shaping the Category
✓ Steady Global Expansion: Spirits alone (not including beer and wine) are forecast to grow from $229 billion in 2025 to $266 billion in 2030. Tobacco is expected to grow from $841 billion to $1.1 trillion.
✓ Emerging Market Momentum: Rapid growth is concentrated in markets with fast-expanding middle and affluent classes. Countries such as India, the Philippines, and parts of Africa are seeing double-digit annual growth in alcohol spending.
The World Raises a Glass
Exploring How Culture, Income, and Trends Shape Drinking Habits
Younger generations, particularly Gen Z, are rapidly increasing their purchasing power, driving product innovation, premiumisation, and greater category diversification. While value segments remain essential in developing markets, premium and super-premium categories are capturing a growing share in mature economies and among affluent consumers in emerging markets.
At the same time, alcohol’s share of consumer spending differs widely across regions — ranging from around 1% in high-population emerging markets such as China and India, to over 3% in mature, high-income economies like Australia.
Understanding where, when, and how consumers are increasing their alcohol spending is critical for producers, distributors, and investors.
World Data Lab’s models forecast market size, segment growth, and the evolution of consumer profiles across thousands of cities worldwide, helping stakeholders identify the most promising opportunities in an increasingly competitive landscape.
