Sensory & Indulgence is the strongest mega-trend reinvigorating the global beer market
Willingness to try new products and experiment with flavors and beer styles make Sensory & Indulgence trend a key mega-trend shaping the global beer category. 37% of global drinkers are willing to pay extra for an alcoholic drink that will bring extra levels of enjoyment and indulgence.
Comfort & Uncertainty is also of high relevance, as economic instability drives consumers to the familiar and trusted. Health & Wellness is another prominent trend, where increased health-consciousness and consumption awareness impact beer drinkers' choice process; with 48% of global consumers would like more craft offerings (smaller brands making beverages with natural and high-quality ingredients).
Both Individualism & Expression and Smart & Connected further influence the beer category
Other mega-trends also influence global beer consumers and create current and future opportunities to innovate. One notable trend is the Individualism & Expression mega-trend. Traditionalism as a marketing mantra does not apply to younger generations, who want tailored choices aligning with personal identity and image, often following advice from their peers rather than experts or other "authorities."
Global: consumers finding food or drink products with the below characteristics appealing or very appealing
- 40% - Is only available during certain seasons or holiday periods.
- 45% - Has a season/holiday-inspired flavor.
- 27% - Advertised for consumption at a specific time of day or night.
- 26% - Is for a specific activity/hobby/ sport.
- 42% - Is targeted at socializing with friends or entertaining guests.
According to Katrina Diamonon, Principal Consumer Insight Analyst; In today's digitized society, the online space is creating new avenues for improving product visibility and creating a dialogue with consumers such as through social media platforms. Therefore it will be also important for brands to consider and harness the Smart & Connected mega-trend. Consumers across all age groups consider using digital tools in the future to manage alcohol consumption with 37% of both 25–34 and 35-44 year-olds occasionally or regularly shop online food and drink products, making them a key demographic.
Consumer and Innovation Trends in Beer 2016 research report brings together multiple survey results outlining current trends that are influenced by economic uncertainty and the online space, shaping the choice process, expectations, and demand in terms of consumption and brand experience. Further, the reports identifies Mainstream beer, craft beer, and private label beer continue to innovate and offer value propositions designed to meet evolving consumer need states and personalized preferences. Today's beer drinkers are willing to experiment and seek authentic beer offerings that align to lifestyle preferences and choices such as health, image, ethics, and functionality.
2. Consumer and Innovation Trends in Beer
- Sensory & Indulgence
- Health & Wellness
- Easy & Affordable
- Individualism & Expression
- Comfort & Uncertainty
- Smart & Connected
- Sustainability & Ethics
- Evolving Landscapes
- AB InBev
- Barbell Brew
- Bira 91
- Black Hops
- Bridge Road Brewer
- Bridge Road Brewers
- Bud Light
- Cesu Alus
- DB Export
- Innis and Gunn
- Nile Breweries
- Pines Brewing
- Quiet Deeds
- Revolver Brewing
- Sequoia Capital
- Starkenberg Brewery
- Theodor König Brewery
- United Breweries
- Wayward Brewing
- Wisdom Brewing