The Future of Beer and Cider 2026
As beer & cider continue to face headwinds, brands should showcase their benefits story to prove value, storytell on key alcohol need states, and invest in 0% ABV and 0%+.
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WHAT YOU NEED TO KNOW
- Where we are now
- In the next two years
- In the next five years
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IN THE NEXT TWO YEARS
- Mintel's perspective
- Beer and cider will prove their value as loyalty remains under threat
- Beer and cider will continue to prove their value as drinkers shop around for deals
- Dial up premium attributes to prove beer and cider's value
- Graph 1: attributes drinkers see as worth paying more for in beer, 2024
- Frame beer & cider as premium to avoid the mid-tier trap
- Graph 2: retail value sales of lager, by top five brands and own-label, 2022/23-24/25
- Make natural claims to tap into high-quality ingredients
- Graph 3: beer and cider launches making natural claims by region, 2021-25
- Showcase quality ingredients and natural process to add value
- Drive subtle fruit flavours in beer and cider to prove value
- Graph 4: top flavours in flavoured beer launches as a proportion of total beer launches, 2021-25
- Graph 5: top flavours in flavoured cider launches as a proportion of total cider launches, 2021-25
- Flavoured beer and cider will help engage a new generation of younger adults
- Beer and cider will refresh storytelling on alcohol's key need states
- Beer and cider will sharpen their storytelling on how they are a conduit for relaxation
- Graph 6: need states consumers associate with alcoholic drinks, 2024
- Beer and cider should find ways to bolster their links to a relaxed, slower pace of life
- Some brands can use icons from their national culture and lifestyle to tap into relaxation
- Beer and cider will retell the story of in-person socialising
- Connections over beer and cider will act as a foil to social isolation
- Beer and cider brands should dial up their sociability halo on pack
- 0% ABV beer and cider will finally have its moment
- Alcohol moderation will continue to gain traction
- Graph 7: proportion of consumers who limit alcohol consumption all or most of the time, 2025
- 0% ABV beer and cider will continue their progress across markets
- Low/no-alcohol beer and cider still have untapped potential
- Graph 8: beer and cider launches with on-pack mentions of alcohol-free, low/reduced alcohol, or light, as a proportion of total launches, by region, 2015-25
- 0% ABV blond beer still has a perceived taste gap to close
- Graph 9: [no title]
- 0% ABV beer and cider should prove its value with added relaxation benefits
- Graph 10: total 0-0.5% ABV beer launches making any plus or functional claim, by region, 2020-25
- Tasty 0% ABV beer and cider that also relaxes will have an edge over standard 0%
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IN THE NEXT FIVE YEARS
- Mintel's perspective
- Pragmatism on provenance will reframe attitudes to premium
- Provenance will require a pragmatic approach
- Consumers will brace for reduced access to imported premium beer and cider
- 'Imported-style' beer and cider will find ways to tap into premium perceptions
- More brewers will diversify into alcoholic RTDs and soft drinks
- More brewers will diversify beyond beer
- Graph 11: key attributes associated with beer and alcoholic RTDs, by drinkers aged 22-34, 2024
- Acquisitions will help stretch brewer portfolios into a new set of need states
- Brace for volume declines in a mature category
- Beer and cider growth will continue its gradual decline
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KEY TAKEAWAYS
- Key takeaways
Discover the future trends in the global beer and cider market with Mintel’s Future Of report. The report identifies the key consumer and industry trends that will impact the global beer and cider industry over the next five years.
The most important upcoming trends in the beer and cider market are analysed and succinctly presented alongside relevant insights from Mintel’s consumer data. So you can understand how consumer demands will change and identify future innovation and growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative and inspirational launches in beer and cider. Understanding the future of the drinks industry has never been so easy.
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