Consumer and Innovation Trends in Beer 2016; Applying the TrendSights framework to the beer category

Consumer and Innovation Trends in Beer 2016; Applying the TrendSights framework to the beer category

  • September 2016 •
  • 57 pages •
  • Report ID: 4201542 •
  • Format: PDF
Consumer and Innovation Trends in Beer 2016; Applying the TrendSights framework to the beer category

Summary
Sensory & Indulgence is the strongest mega-trend reinvigorating the global beer market. Willingness to try new products and experiment with flavors and beer styles make Sensory & Indulgence trend a key mega-trend shaping the global beer category. 37% of global drinkers are willing to pay extra for an alcoholic drink that will bring extra levels of enjoyment and indulgence.

Comfort & Uncertainty is also of high relevance, as economic instability drives consumers to the familiar and trusted. Health & Wellness is another prominent trend, where increased health-consciousness and consumption awareness impact beer drinkers’ choice process; with 48% of global consumers would like more craft offerings (smaller brands making beverages with natural and high-quality ingredients). Both Individualism & Expression and Smart & Connected further influence the beer category.

Other mega-trends also influence global beer consumers and create current and future opportunities to innovate. One notable trend is the Individualism & Expression mega-trend. Traditionalism as a marketing mantra does not apply to younger generations, who want tailored choices aligning with personal identity and image, often following advice from their peers rather than experts or other "authorities."

Global: consumers finding food or drink products with the below characteristics appealing or very appealing
40% - Is only available during certain seasons or holiday periods.
45% - Has a season/holiday-inspired flavor.
27% - Advertised for consumption at a specific time of day or night.
26% - Is for a specific activity/hobby/ sport.
42% - Is targeted at socializing with friends or entertaining guests.

According to Katrina Diamonon, Principal Consumer Insight Analyst; In today’s digitized society, the online space is creating new avenues for improving product visibility and creating a dialogue with consumers such as through social media platforms. Therefore it will be also important for brands to consider and harness the Smart & Connected mega-trend. Consumers across all age groups consider using digital tools in the future to manage alcohol consumption with 37% of both 25–34 and 35–44 year-olds occasionally or regularly shop online food and drink products, making them a key demographic.

GlobalData’s Consumer and Innovation Trends in Beer 2016 research report brings together multiple survey results outlining current trends that are influenced by economic uncertainty and the online space, shaping the choice process, expectations, and demand in terms of consumption and brand experience. Further, the reports identifies Mainstream beer, craft beer, and private label beer continue to innovate and offer value propositions designed to meet evolving consumer need states and personalized preferences. Today’s beer drinkers are willing to experiment and seek authentic beer offerings that align to lifestyle preferences and choices such as health, image, ethics, and functionality.

Companies Mentioned: Bridge Road Brewer, Quiet Deeds, Innis and Gunn, Tooheys, Carlsberg, Starkenberg Brewery, Heineken, Aldaris, Redd’s, Carlton, Lion, Kirin, Barbell Brew, Beauty, Carrefour, Waitrose, Argus, Monteith’s, Hahn, Pines Brewing, Lululemon, Bluebeards, Bridge Road Brewers, United Breweries, Baltika, Cesu Alus, Franziskaner, SodaStream, Theodor König Brewery, Wisdom Brewing, Black Hops, Peroni, Bud Light, Glassify, Pico, Wayward Brewing, DB Export , Anheuser-Busch, Nile Breweries, AB InBev, Guinness, Revolver Brewing, Sequoia Capital, Bira 91.

Key Findings
- Willingness to try new products and experiment with flavors and beer styles makes the Sensory and Indulgence trend a key mega-trend shaping the global beer category.
- Advances in technology and online entertainment mean today’s consumers spend more time at home than in the past, creating a space for beer and devices that enhance at-home consumption.

Synopsis
"Consumer and Innovation Trends in Beer 2016" seeks to explore the key trends that are being shaped by the changing consumer behaviors and needs in the global beer products space.
- TRENDS: Understand the key consumer and innovation trends impacting the global market and analyze the key implications across packaging, formulation, and positioning.
- CONSUMER INSIGHT: Data analyzed from GlobalData’s consumer surveys delivers a clear picture of the global consumer in relation to the beer category.
- INNOVATION: See the best examples of innovation and recommendations for brands operating in the market.

Reasons To Buy
- Identify the key consumer behaviors shaping the beer space and resulting trends.
- Discover how to use ingredients, flavors, positioning, packaging, and marketing to capitalize on current consumer trends affecting the beer market.
- Learn from concrete product examples that target each key consumer trend.
- Gain insight and inspiration for innovation programs and new product development.