Time for insights - June 2026
- Jun 8
- 3 min read
Welcome to your monthly dose of on-trade insights !
At Fyre, we help outlets & brands navigate the HORECA world with more clarity, confidence, and.... data.
Cheers !
ON THE MENU THIS MONTH :
Insight of the month : Alcohol-free is no longer a niche
The must-read ebook!
HORECA Market Trends & News
Use case : Get ahead of the competition
What’s new at Fyre?
INSIGHT OF THE MONTH
Alcohol-free is no longer a niche
The non-alcoholic drinks market continues to take shape, with estimated annual growth of +9% between 2023 and 2026.
Driven by moderation, the search for wellbeing, and product innovation, the category has now become a real growth territory for beverage brands.
For on-trade players, the challenge is no longer simply to offer an alternative, but to understand where, when, and how these new consumption occasions create value.
Source : IntoTheMinds – January 2026
MARKET TRENDS & HORECA NEWS
Krombacher is betting on alcohol-free draught beer
German brewer Krombacher is continuing its expansion in the alcohol-free segment with the launch of a 0.0% draught beer offer.
This initiative responds to growing consumer demand for alcohol-free alternatives, while also making it easier for HoReCa establishments to integrate these products into their offering.
It is another sign of the growing momentum behind no/low alcohol, which is gradually establishing itself as a must-have category in bars, restaurants and out-of-home consumption venues.
Source : Just Drinks - May 2026
Diageo expands Ritual Zero Proof into the alcohol-free RTD market
Diageo is continuing its strategy in the no/low alcohol segment by launching a range of ready-to-drink beverages under its Ritual Zero Proof brand. The goal: to offer alcohol-free alternatives that are more accessible and better suited to new consumption occasions.
This initiative reflects the evolution of the beverage market, where consumers are increasingly looking for products that combine convenience, taste experience and moderation.
For brands and HoReCa operators, alcohol-free RTDs now represent a real growth driver, at the crossroads of the convenience and no/low trends.
Source : Just Drinks - May 2026
2026 World Cup: a major opportunity for bars and beverage brands
As the 2026 World Cup approaches, experts are highlighting the considerable potential of the event for HoReCa establishments and beverage brands.
Beyond match broadcasts, the challenge is to create engaging experiences: dedicated offers, entertainment, themed menus and targeted activations.
Major sporting events remain among the most powerful moments to drive footfall, increase sales and strengthen brand visibility in the on-trade.
An opportunity to start preparing now, in order to turn supporter enthusiasm into commercial performance.
Source : BeverageDaily - May 2026
Functional beverages continue to gain ground in 2026
Energy, hydration, focus, recovery… Functional beverages continue to gain momentum and are establishing themselves as one of the most dynamic categories in the beverage market.
According to BeverageDaily, consumers are increasingly looking for drinks that deliver a tangible benefit beyond simple refreshment. This trend is driving the emergence of new offers combining natural ingredients, wellbeing and convenience.
For brands and HoReCa operators, functional beverages represent an opportunity to address new consumption habits and diversify their offer beyond traditional categories.
Source : BeverageDaily - May 2026
USE CASE :
Get ahead of the competition. See what others don't.
Where are your competitors gaining ground?
In which types of outlets, regions or consumption categories?
This use case shows how sell-out data makes it possible to go beyond overall market share and understand precisely where competitors are progressing, why they are progressing and how to respond.
By identifying the strengths and weaknesses of each portfolio, brands can adjust their commercial strategy, strengthen their presence in high-potential outlets and turn competitive data into concrete action plans.
🔎 Find this use case and other concrete examples on the Fyre website.
WHAT'S NEW AT FYRE ?
Never miss a HoReCa trend again!
Every week, the Fyre blog is updated with new content:
📘 Ebooks📊 Infographics📰 Market analysis articles
From the rise of alcohol-free drinks to new consumption habits, discover the insights that help brands stay one step ahead.
THE MUST-READ EBOOK!
Foodservice doesn't lack data. It lacks a compass.
Foodservice has never generated so much data… and yet, it has never been harder to read.
In this new ebook, Fyre explains why the real challenge is no longer data collection, but data alignment: sell-in, POS, panels, CRM, activations, field data… each source tells part of the story, but rarely the full story.
A guide to understanding how to turn the complexity of the foodservice market into simple, actionable, value-creating decisions.
TIME FOR INSIGHTS
That was your monthly shot of on-trade insights!
See you next month for another toast of inspiration.
Time for Insights
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