August 12, 2024 – Beer and cider appeal to consumers for their versatility, refreshing qualities, diverse flavors, and the social experiences they enhance. Innova’s 360 research into beer trends allows for identification of key insights into market size, top brands, flavors, and other factors that shape the category.
Product Launch and Sales Trends
Globally, there has been a 1% rise in beer and cider launches over the past year. Launches formulated using different fermentation strengths, various techniques, and options claiming diverse textures like smooth, creamy, and velvety shows that variety, and innovative techniques are driving global new product development. Beer trends research shows that there has also been a significant growth in the global beer and cider sales value over the past five years.
Globally, North America leads with 57% of beer and cider launches in the past year. Limited editions featuring unique flavors and seasonal launches, such as summer’s refreshing peach wheat ale and tropical fruit flavors and winter’s comforting profiles of sweet malt, fruit, and warm spices, add significance across North America. Latin America and Europe are also witnessing growth in launches. This diverse array of products reflects the dynamic nature of global beer market trends.
Beer Trends
Beer is the top subcategory, accounting for an average of 94% of launches over the past two years. Gluten free options and diverse product bases such as Indian pale ale, stout, sour beer, and pale ale, along with formulations featuring botanical ingredients, drive launches. Additionally, brewers are also exploring grains beyond barley, incorporating oats, corn, and rice to support new product development.
Beer trends research displays that launch rates for beer have remained stable over the past five years. Preparations, including handmade brewed versions, craft beers, artisanal ranges, and options crafted with region-inspired brewing traditions, suggest that consumers value beers that celebrate brewing heritage and quality craftsmanship.
Consumers are increasingly seeking authenticity when it comes to beer. Globally, 1 in 4 consumers prefer traditionally made, crafted claims as the most influential factor when buying beer. This indicates the growing demand for authentic, high-quality brews that highlight traditional brewing methods.
Cider Trends
Cider launch rates have fluctuated, with a notable increase in 2022. Healthier options with no added sugar and persistent clean label claims remain attractive. Beer trends research highlights that cider makers experimenting with different product bases, along with indulgent and premium offerings that use high-quality ingredients and combine refreshing flavors with a touch of tropical flavor, have improved new product development. Additionally, incorporating cross-category flavors supports the cider market’s innovation.
Cottage Delight is the top company for cider launches, driven by its fruit flavored options like raspberry, strawberry, and mango in the past year.
Claims and Positionings Trends
Traditional is the top claim in beer and cider launches, followed by limited edition, vegan, seasonal-other, indulgent and premium.
The top claims vary across the globe. Europe has experienced a rise in natural, vegetarian, and gluten free claims. In Asia Pacific, low, no, reduced carb, and low alcohol claims are gaining popularity. The Middle East and Africa show a preference for no additives or preservatives, natural, and no alcohol claims. North America has witnessed growing interest in no alcohol, no added sugar, and low, no, reduced calorie claims.
This highlights how the global beer market trends are evolving to meet diverse consumer demands, with a focus on health, authenticity, and quality.
Global Flavor Trends
The top 5 flavors are red raspberry, vanilla, peach, mango, and fruit. Beer trends research shows that fruity flavors are leading in the majority of regions. This highlights consumers’ growing preference for refreshing and vibrant taste experiences.
In Europe, there is a rising interest in milk chocolate, coconut, and lemon flavors, adding a rich and diverse taste profile to the beer market trends. North American consumers prefer flavors like milk chocolate, coffee, and cherry, indicating a preference for more indulgent options. Meanwhile, in the Asia Pacific region, lime, yuzu, and pineapple flavors are gaining popularity, highlighting an interest in zesty and exotic taste experiences.
What’s Next in Beer and Cider Trends?
The beer and cider market is ripe for innovation, with beer leading in launches. Brands can innovate by focusing on hand brewed versions, craft beers, artisanal ranges, and region-inspired brewing traditions.
Beer trends research reveals that free from and reductionism claims are driving innovation in the global beer and cider market. Brands can leverage this trend by innovating more products with claims like gluten free and low, no, reduced calorie options. Consumer preference for healthier no and low alcohol options is also leading to a rise in the no alcohol positioning. Brands can cater to the growing health-conscious consumer base by emphasizing functional benefits like reduced alcohol content.
As consumer preferences evolve, brands that prioritize health-conscious options and authentic brewing techniques are likely to lead innovation in the global beer and cider market.
This article is based on our report, “Overview of Beer & Cider – Global.” If you are interested in reading this report, feel free to request a demo.
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