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Alcoholic Beverages

Alcoholic Beverages Report

Snapshot of Beer and Cider Innovation Trends

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.

beer_and_cider
  • What you will discover
  • Consumers want authenticity, but constant bombardment with craft launches and unusual flavors means manufacturers need to find new ways to stand out.
  • The desire for fun, indulgent beverages, along with the growing amount of consumers looking for healthier lifestyles, has boosted the number of launches of low-ABV beverages such as radlers and low- or non-alcoholic beers and ciders.
  • Many consumers want new experiences but they do not want to spend time looking for them. Manufactures can aid this desire by investing in new technology that provides minimum effort from the consumer.

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Cut through the noise to add value

‘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.

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