Alcoholic Beverages Report
The popularity of craft beers have led to consumers feeling overloaded with choice.
This report identifies trends that are affecting the consumption of beer and cider. The focus of the report is on new product innovations in the category and changing consumer attitudes and preferences.
Alcoholic beverage consumers tend to be novelty seeking, but constant bombardment with craft launches and unusual flavors has led consumers to feel that they are overloaded with choice.
‘Snapshot of Beer and Cider Innovation Trends’, states that overloading the consumer with choice has devalued the ‘craft’ concept. As a result, consumers are shifting toward more immersive, individual, and personalized experiences instead of seeking out overpriced novelties.
Tom Vierhile, Director of Innovation Insights at GlobalData, says: “Craft beer may have become too mainstream for its own good and overuse of the word ‘craft’ could lead to a consumer backlash. Consumers do remain open to new consumption experiences and are also making healthier choices. We could easily see the industry pivot toward this innovation pillar in the months and years to come.”
Bombarding consumers with beers produced by small independent breweries, as well as craft breweries being bought by big companies, has led to the devaluation of the “craft” concept, which means manufacturers need to find a new way to cut through the noise and add value to the beverages.