Global HORECA Beverage Market - Strategic Insights and Forecasts (2025-2030)

HORECA Beverage Market Size:

The HORECA beverage market is expected to increase at a compound yearly growth rate of 3.69% to reach US$389.981 billion in 2030 from US$325.331 billion in 2025.

The growing international tourism and hospitality sector is a major impetus for the HoReCa beverage market. With global tourism on the rise, people are eating out, sleeping in hotels, and consuming food from events, all of which result in increased consumption of alcoholic and non-alcoholic drinks. In line with this, India’s total alcoholic beverage sector is the world’s third largest, with yearly sales of $44 billion as per the USDA. Despite India’s high import tariff structure, lack of uniformity in state excise rates, state-specific regulations, and limited opportunities for the marketing of alcoholic beverages, the sector continues to witness significant growth that is set to expand to $55 billion by 2027.

Urbanization, growing disposable income, and shifts in lifestyle, especially in emerging economies, have caused expansion in food service locations like cafes, bars, and high-end restaurants. This has seen a rise in demand for a wide variety of drinks such as craft beer, high-end spirits, functional drinks, and specialty coffee, thus promoting the HoReCa beverage segment. For instance, according to the U.S. Bureau of Economic Analysis, personal disposable income increased from US$731,309 in 2023 to US$763,051 in 2024.

Preferences among consumers are leaning toward premium, healthier, and more tailored beverages. Therefore, there is an expanding demand for low-sugar, organic, plant-based, and functional drinks (such as energy drinks and immune-boosting drinks) in the HoReCa market. Concurrently, growth in experience-based dining has led to the demand for distinctive drink experiences like signature cocktails, specialty coffee, and craft beer, fueling increased innovation and consumption. Beverage companies are driving this trend by teaming up with hotels, restaurants, and cafes to extend their on-premise reach through exclusive services and branding partnerships.

HORECA Beverage Market Overview & Scope:

The Global HORECA Beverage market is segmented by:

• Type: By type, the market is segmented into alcoholic beverages and non-alcoholic beverages. While most of the share goes to non-alcoholic drinks like bottled water, soft drinks, coffee, tea, and health beverages, alcoholic drinks like beer, wine, and spirits still rule bars and fine dining restaurants. Premiumization and craft trends are particularly prevalent in the beer and spirits segments.
• End-User: By End-User, the market is divided between hotels, restaurants, and café. The restaurant and hotel industry has seen a tremendous increase in growth in the last couple of years. The HORECA beverage business will continue to increase as consumer affluence in developing countries rises and people adapt to modern lifestyles at a rapid rate. Owing to the availability of a wide selection of products on the menu, the restaurant category holds a substantial share of the market. Families, corporate meetings, and social groups prefer to eat at full-service restaurants because there is a wide choice of food to choose from. The number of eateries is growing in tandem with the increase in family outings. Furthermore, the number of restaurants that serve alcohol is increasing. Alcohol consumption is increasing year after year, and more such eateries are springing up to meet the demand. To keep up with consumer demand and expand their offering, major brands are investing in R&D and innovation.

For instance, there is a restaurant under the water on the Maldives' Rangali Island that offers a 270-degree breathtaking view of the finest and most unusual Maldives aquatic critters. Every location has its own distinctive culture, which has a significant impact on the market. Furthermore, the Unprecedented growth of various-format stores is gaining traction in both developed and developing regions around the world, although franchising remains one of the most popular growth techniques. Since the majority of millennials like fast food, their spending on restaurants is expanding at a surging rate.

• Region: By geography, the HORECA Beverage market is segmented into North America, South America, Europe, the Middle East and Africa, and Asia Pacific. The major economies like China, Japan, India, and South Korea dominate the Asia-Pacific region. Some of the fastest-growing emerging economies are from this region such as ASEAN countries.

The Asia Pacific region is expected to see notable growth in the HORECA beverage market. India and China are the largest growing economies in the world and are likely to witness flourishing sectors of hotels, restaurants, and cafes.

Top Trends Shaping the HORECA Beverage Market:

• Premiumization and Craft Offerings

As consumers look for more distinctive, superior drink experiences, the global HORECA beverage market is seeing a significant shift towards premium and craft beverages. Customers are prepared to pay more for authenticity and exclusivity in everything from craft beers and boutique wine selections to artisanal cocktails and single-origin coffees. In response, hotels, eateries, and coffee shops are creating unique drink menus and adding mixology and barista-led experiences to their menus. This trend improves customer loyalty and brand differentiation in addition to increasing margins.

• Focus on Health and Wellness

Consumers are giving preference to beverages with natural ingredients, clean labels, and practical benefits as their awareness of health issues grows. This has increased demand for plant-based milk, kombucha, herbal infusions, immunity-boosting beverages, and other low-calorie, sugar-free, organic, and non-alcoholic substitutes. To appeal to this market, cafes and restaurants are now including wellness-focused menu items, frequently highlighting nutritional value, detoxification qualities, and freshness. Millennials and Gen Z consumers are especially driven by this health-related demand.

HORECA Beverage Market Growth Drivers:

Drivers:

• Increased Expansion and Development of Restaurants and Food Outlets: A major factor behind the growth of the global HORECA beverage market is the expansion and development of restaurants and food outlets. For instance, according to the India Brand Equity Foundation (IBEF), the market size of the hospitality industry in India is projected to be approximately US$ 24.61 billion in 2024 and is anticipated to reach US$ 31.01 billion by 2029. The projected growth is anticipated to be at a compound annual growth rate (CAGR) of 4.73%.

Alongside the rise in family vacations, there are more hotels. In addition, more eateries provide alcohol. Every year, the amount of alcohol consumed rises, and more hotels of this type are opening to satisfy the demand. Major brands are investing in R&D and innovation to extend their offerings and meet consumer demand. The United States consumes some of the most soda worldwide, according to the World Population Review 2024.  An estimated 154 liters are consumed annually per capita by Americans.  Almost one in five people says they drink at least one Coke every day.  The Centers for Disease Control and Prevention reports that 59% of adults in the Midwest, 68% of people in the Northeast, 67% of adults in the South, and 61% of adults in the West reported consuming sugar-sweetened beverages at least once a day.

Moreover, the integration of digital payments and marketing technologies to provide contactless services, increase operational efficiency, and adapt to rapid changes in the marketplace will also propel the market forward during the forecast period. For instance, in December 2021, Restaurant Brands International, which owns Burger King, Tim Hortons, and Popeyes, formed a regional agreement with the Ant Group. The firm would use Ant Group's digital capabilities across RBI's establishments in the Asia Pacific market as a result of this collaboration. Ant Group will collaborate with RBI's local affiliates to develop a variety of digital technologies, including a SaaS solution for mini-programs and Alipay+, a portfolio of global cross-border digital payments and marketing capabilities.

• Growth in Tourism and Hospitality Industry: The growth in worldwide tourism and the hospitality industry is a major driver fueling expansion in the HoReCa (Hotel, Restaurant, and Café) beverage segment. With international travel resuming after the pandemic, business and leisure tourism has seen a dramatic increase, which directly contributes to the demand for premium, local, and varied beverage products in accommodations and restaurants.

International tourist arrivals totaled more than 1.4 billion in 2025, a near-complete recovery from pandemic levels, as per the United Nations World Tourism Organization (UNWTO). The boom has immensely contributed to the hotel and hospitality industries, particularly in nations such as France, the UAE, Thailand, and India, where the food and beverage (F&B) sector contributes a considerable percentage of tourism income. Hotels, resorts, and serviced apartments now differentiate themselves through carefully curated beverage menus, ranging from craft cocktails and organic juices to sustainable bottled water and plant-based beverages. In this regard, the travel and tourism industry contributed $2.3 trillion to the U.S. economy in 2022 (2.97 percent of the country’s GDP), as stated by the International Trade Administration.

Moreover, as per the National Travel and Tourism Office, the number of visitors to the United States was 66.48 million in total in 2023. Amongst this, visitors from Canada and Mexico were the highest accounting for 20.51 million and 14.50 million respectively.

HORECA Beverage Market Regional Analysis:

• North America: A combination of growing demand for artisanal and premium drinks, changing consumer preferences, and robust growth in the hospitality and tourism industries are propelling the North American HORECA (Hotel, Restaurant, and Café) beverage market. Craft cocktails, specialty coffees, organic juices, and health-conscious options like kombucha and plant-based drinks are among the unusual beverage experiences that consumers are increasingly looking for. This change is encouraging HORECA locations to invest in high-quality ingredients and creative offerings, as well as to broaden their beverage menus.

HORECA Beverage Market Scope:

HORECA Beverage Market Segmentation:

• By Type
  • Alcoholic Beverage
    • Beer/Malt
    • Wine
    • Spirits
  • Non-Alcoholic Beverage
    • Bottled Water
    • Carbonated Soft Drinks
    • Fruit Juice
    • Milk
• By End-User
  • Hotels
  • Restaurants
  • Cafe
• By Geography
  • North America
    • USA
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Rest of South America
  • Europe
    • United Kingdom
    • Germany
    • France
    • Italy
    • Spain
    • Rest of Europe
  • Middle East and Africa
    • Saudi Arabia
    • UAE
    • Rest of the Middle East and Africa
  • Asia Pacific
    • China
    • India
    • Japan
    • South Korea
    • Taiwan
    • Thailand
    • Indonesia
    • Rest of Asia-Pacific