January 27, 2025 – Globally, consumers seek diverse beverage options, and beer remains a key part of this exploration. Beer, both alcoholic and non-alcoholic is preferred for refreshing taste, flavors, health-conscious options, and premium experiences. Innova’s 360 research into global beer trends highlights market size, top company profiles, consumer insights, and new product launch trends, and what may develop in the future.
Beer Market Size and Trends
The sales and volume of the global beer market value have been steadily rising from 2018 to 2022 by 5% CAGR. Beer trends research predicts a projected growth rate of 6% CAGR in sales and volume, each in the next three years.
Asia, the Middle East, and Africa lead in market value, with Asia projected to drive global retail dollar sales. It also predicts the average annual growth rate of Asia at 9% CAGR till 2027.
The Czech Republic leads in per capita beer consumption, followed by Estonia and Austria and several Eastern European countries. Most of the lowest consumption rates are in 11 Middle Eastern and Asian countries with consumption levels below 10 liters per capita.
Top Beer Brands and Companies
Beer market trends indicate that the industry is highly fragmented, with the top 10 companies accounting for only 12% of global product launches in the past year. Multinational breweries AB InBev and Heineken lead beer launches globally, although they account for only 2% of total launches.
Craft breweries play a huge innovation role in regions such as North America, where they account for 9 of the top 10 companies in launches, and Western Europe. These smaller and generally local or regional breweries drive fragmentation in those regions. In contrast, fragmentation is lower in Asia and Latin America.
Consumer Preferences in Global Beer Trends
Beer purchasing penetration is the highest in the alcoholic beverage category, with over one-third of global consumers purchasing it in the past year. Non-alcoholic beer, while having one-third of beer’s penetration, is highest among non-alcoholic subcategories. It also outpaces flavored alcoholic beverages and cider in popularity. South Korea, Poland, and Argentina lead in beer purchasing penetration over the past year.
Beer trends reveal that generation Z drinks beer less often than older consumers but is the only generation to increase consumption, driven by evolving tastes and lifestyles. Meanwhile, non-alcoholic beverage consumption is rising, particularly among Generation Z and Millennials, as more consumers view alcohol as unhealthy and seek control over their drinking habits. Beer skews male, urban, and high income, while non-alcoholic beer also skews male but appeals more to rural and suburban consumers.
Taste and relaxation are the key reasons for drinking both beer and non-alcoholic beverages. Beer market trends show that consumers prefer alcoholic beer at dinner and in the evening but opt for non-alcoholic versions at night or during lunch and afternoon occasions. Traditional, plain beer with intense flavors remains the top choice, with 41% favoring it, while 35% prefer authentic or traditional brewing methods, a preference that rises with age.
Beer Product Launch Trends
Beer accounts for 43% of global alcoholic beverage launches in the past year. Beer launches display a CAGR of 3% over the past five years, slower than ready-to-drink (RTD) beverages.
Western Europe leads in global beer launches, contributing 40% of new launches. North America follows closely, with 36% of launches. Canada outpaces the US, growing at 17% CAGR compared to 5%. Australasia and Africa display the fastest growth, each doubling their global launch shares. In Western Europe, France, Denmark, and the UK drive new beer introductions. Asia’s beer launch growth remains modest at 4% CAGR, but China accelerates with a 36% increase in new beer production over five years.
Types of Beer in Global Beer Trends
The popularity of India pale ales (IPA) is persistent. IPAs led launches among the different beer types, accounting for 1 in 3 launches. It has experienced a 9% CAGR over the past five years.
The sour beer subcategory displays the fastest growth of 20% CAGR launches and almost doubled in share over the past five years. Draft beers, pilsners, dark beers, pale ales other than IPAs, and stouts are notable types of beer growing in launches.
Beer’s Alcoholic Content Trends
Beer launches expanded at opposite ends of the alcoholic content (ABV) range. Beer trends show that non-alcoholic beer increased its launches fastest among the ABV segments, rising by 9% CAGR over the past five years. Even so, it remains the smallest segment at 6% of beer launches in the current year.
Beers launched with high ABV—above 5%—grew slower than non-alcohol beers. The largest segment had ABV beers between 6% and 8% display growth in launches over the past year.
Claims and Flavor in Global Beer Trends
Claims are less prevalent in beer and other alcoholic beverages than in other food and beverage categories. Seasonal and limited edition claims are growing at 7% CAGR. The growing claims include vegan and ethical to humans and animals.
The beer market trends indicate that the industry is rapidly shifting from glass bottles to aluminum cans. In just five years, cans have grown from just over half to more than three-quarters of global beer launches. In the past year, 78% of launches with packaging claims used aluminum cans, reflecting their rising popularity and industry-wide adoption.
Beer trends show that flavored beers show 7% growth in launches, while unflavored beers display 2% CAGR over the past five years. Fruit flavors continued to lead flavored beers with 17% of launches. The growing flavors included red raspberry, mango, fruit, and orange. Other flavor categories are emerging, including spices and seeds, cake, cookies and pie, vegetables, and desserts.
What’s Next in Global Beer Trends?
Consumers prioritize wellness and embrace proactive self-care, driving demand for non-alcoholic beer. These options allow social drinking without overindulging, appealing to those who want more variety beyond soda water. As this trend grows, especially among younger consumers, non-alcoholic beverages companies can expand into new drinking occasions, including earlier in the day and at night.
Beer trends reveal that craft breweries thrive on innovation, local roots, and social gathering spaces. However, COVID-19 shutdowns and shifting demographics challenge their growth. In the short term, they continue to push IPAs, experiment with new brews, and host local events. Long term, consolidation with multinational breweries is likely to shape the industry, but craft brewers might be the key in pioneering new beer styles. Their ability to localize flavors and introduce terroir-driven beers is likely to redefine premium beer experiences in the future.
This article is based on Innova’s Now & Next in Beer – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
