Beer is expected to remain in an overall slump over the forecast period, due to ongoing competition from other categories such as RTDs, spirits, and non/low alcohol options. That said, lager is expected to remain popular for certain gatherings and social occasions, such as sporting events; however, there will be an ongoing focus on non/low alcohol beer, craft beer, and premium lager — rather than traditional beer and lager per se.
Non/low alcohol trends will continue, with a growing demand for alcohol-free products across various alcoholic drinks, including beer. Indeed, a growing number of consumers continue to shy away from alcohol consumption due to ongoing health and wellbeing trends, meaning players in alcoholic drinks need to adapt to remain current.
The strongest trends will continue to influence new product developments over the forecast period. Examples in this space include Muskoka Veer Lager with Lime and Partake Mexican Style — in addition to being non-alcoholic, Partake Mexican Style Brew is also low in calories, which suggests a movement towards “healthier” positioned beer.
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Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
See all of our definitionsThis report originates from Passport, our Beer research and analysis database.
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