Varejo360 data for the second quarter of 2026 shows the category growing while the overall beer market shrinks
Non-alcoholic beer gained ground in Brazilian retail precisely while the beer market as a whole was losing volume. According to a Varejo360 survey published by Meio & Mensagem on August 7, 2026, the share of alcohol-free versions in the category's volume in liters went from 2.47% in the first quarter of 2024 to 3.47% in the second quarter of 2026. In revenue, the share rose from 3.99% to 5.15%; in units sold, from 3.43% to 4.76%.
Another measurement, by Neogrid, published by IstoÉ Dinheiro, points in the same direction: non-alcoholic beer went from 2.5% of the total volume consumed in the country in 2024 to 3.9% in 2026. According to the same research, the product began appearing in 5.6% of shopping carts, up from 4.4% in 2024, and the average value of purchases including the item rose from R$ 26.41 to R$ 31.94. The South region leads, with 6% of beer sales.
The advance comes as the traditional market contracts. CervBrasil, the industry association, recorded a drop of 6.5% to 7% in the volume of beer consumed in the country between January and September 2025 compared with the same period of 2024. Fernando Faro, director of operations at Varejo360, told Meio & Mensagem that the category is struggling with sales and that non-alcoholic beers act as a lever, attributing the trend to health-conscious consumers.
At Ambev, the segment grew 10% in the first quarter of 2026 over the same period of 2025, with Corona Cero up 70% and the launch of Skol Zero Zero, also according to Meio & Mensagem. In a July 16 report, DOL noted that national production of alcohol-free beer jumped from 118.9 million liters in 2023 to 757.4 million in 2024, based on the Ministry of Agriculture's beer yearbook. The non-alcoholic versions of Corona Extra, Budweiser and Heineken Lager are at the center of this battle.
Sources: Meio & Mensagem (08/07/2026), IstoÉ Dinheiro (2026), DOL – Diário Online (07/16/2026).
