April 11, 2025 – Consumers consume beer and cider for its distinctive flavors, relaxation, and special occasions. Innova’s 360 research into, such as evolving flavor profiles, innovations, and highlights the factors shaping the global beer and cider market.
Consumer Preferences in Beer and Cider
Globally, 1 in 3 households purchases beer, while 1 in 10 prefer cider, displaying high penetration in Europe region. Infrequent beer consumers are high in Latin America, while the same for cider consumption in Latin America and Europe. Younger consumers are increasing their consumption for relaxation and taste. Most consumers enjoy alcoholic beverages later in the day, often with friends or family.
Beer and Cider Market Size and Trends
The beer market is expected to grow at 5% CAGR till 2027, with China leading in the industry. Other notable countries are the US, Germany, and Brazil. Asia is the fastest growing region, alongside several African and Middle Eastern countries showing growth. Europe remains responsible for highest beer per capita consumption, with Czech Republic, Romania, and Estonia being leading countries.
The top 3 low/no alcohol beer markets are Iran, Japan, and Germany, while fastest-growing markets are Denmark, Iran, and Japan. The UK is the largest market for cider and perry, followed by Australia, Canada, and US. Fastest growing markets in this category include Poland, Singapore, and Czech Republic.
Top Beer and Cider Companies and Brands
Top brewers across the globe include AB InBev and Heineken, which together account for 5% of total product launches over the past year. The majority of top innovators are small, specialty producers indicating the dynamic nature of the beer market.
AB InBev leads as a global brewer with operations around 173 breweries. Their global brands include Budweiser, Corona Extra, Michelob Ultra and Stella Artois, while their local brands feature Cass, Brahma, Aguila and Juliper. They are active in low/no alcohol beer subcategory with its brands such as Corona Cero, Budweiser Zero and Stella Artois Liberté.
Heineken, another global brewer, manages international, regional, and local beer brands in its portfolio. Their notable strategy for new launches includes limited edition developments with tie-in events such as sports and musical festivals.
Beer and Cider Product Launches and Claims Trends
Globally beer launches show signs of slowing down, but the low/no alcohol category launches are expanding at 7% CAGR over the past five years. West Europe and North America are the leading regions in the low/no alcohol category. However, the best growth comes from North America and Australasia during the same period. Brewers capitalize on collaborations and co-branding opportunities. For example, Heineken collaborates with Netflix to launch non-alcoholic beer featuring Senna.
Top influential claims remain same for beer and cider including traditional, safe, made with real ingredients/natural, and premium. Other notable claims include vegan, co-branding, limited edition, and seasonal. Consumers in different regions prioritize different claims. For example, no alcohol claims are key in Asia, Latin America, North America and the Middle East and Africa. Vegan claims are prominent in Europe, while indulgence and premium claims are important in Asia, Latin America, and the Middle East and Africa.
Beer and Cider Flavor Trends
Unflavored launches remain core in beer and cider, while fruit flavors lead in flavored launches. The top 3 flavor preferences in beer are red raspberry, lemon, and mango. In cider it is strawberry, lime, and peach. The fastest growing flavors in beer include desserts and bakery inspired flavors, while hot, spicy, and floral flavors in cider.
What’s Next in Global Beer and Cider Trends?
The beer and cider landscape continues to evolve, driven by consumer demand for authenticity, innovation, and sustainability. Brands can adapt to these shifts by exploring novel flavors, emphasizing traditional methods, and addressing ethical concerns. Building connections with younger consumers and experimenting with flexible consumption occasions can bring new opportunities in this dynamic market.
With growing awareness of health and wellness, brands can introduce beer and cider with functional benefits like probiotics or adaptogens. Brands can position low and no alcohol options for broader consumption occasions while appealing to health-conscious consumers. Partnerships between brewers, cider makers, and other industries, such as coffee or dessert brands, can lead to inventive creations. Seasonal and limited-edition launches can further enrich their portfolios.
Highlighting locally sourced ingredients, such as regional hops or apples, can resonate with environmentally conscious consumers. Transparent messaging around sustainability initiatives can also strengthen brand loyalty. Beer and cider brands have a lot of new opportunities; by tapping into trends like health-consciousness and sustainability, they can cultivate meaningful connections and expand their reach.
This article is based on Innova’s Beer & Cider – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
