Total beer volume sales are predicted to remain in decline, with the longer-term trend towards more moderate alcohol consumption among young adults than among older generations expected to continue undermining demand, as evident with the rise of the “sober-curious” movement which encourages drinking no alcohol for prolonged periods. When they do consume alcohol, consumers under 30 years of age are increasingly likely to be attracted to categories other than beer, notably RTDs, thereby further eroding beer’s consumer base.
Overall growth of beer is predicted to remain undermined by competition from the rising popularity of spirit-based RTDs, including those with fruit flavours, which compete directly with flavoured/mixed lager. As a result, beer manufacturers may focus on metal can packaging to compete more effectively with RTDs and on developing co-branding with companies outside of beer.
As raw material and ingredient costs are expected to remain at a historically high level in 2024 and will continue to rise in some cases following the inflation spike seen in 2022 and 2023, brewers may face low profit margins, thereby encouraging a shift towards premium beer to avoid being forced into price wars. Small brewers are likely to be disproportionately hit by high operating costs.
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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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