The Future of Beer and Cider 2024
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The Future of Beer and Cider Report covers the latest innovations and consumer trends across the global beer and cider market in 2024. Our future of beer and cider market report identifies evolving areas, consumer attitudes, and important advances expected across regions like EMEA, APAC, and LATAM over the next five years and beyond.
Global Beer Market Landscape
Many adults still feel unsteady about their finances, which has them re-evaluating purchases of non-essential items like alcohol. The trend for at-home drinking continues, as few global adults would spend discretionary income on on-premise drinking, and more favour food and drink for at home.
Read more about the beer and cider market in Year of Innovation in Beer and Cider 2024, with analysis of innovative launches from 2023.
Global Beer and Cider Market Trends in the Next Two Years
Beer and cider drinkers who are feeling worse off financially will remain price-sensitive, prioritising price over brand in their purchase decisions. Brands across the price spectrum should dial up their benefits to counter drinkers’ needs for value by: celebrating natural, quality ingredients or naming their provenance to tap into quality.
- 31% of US beer drinkers consumed value beer brands in 2023, increasing from 22% in 2022, highlighting that price is a significant purchase decision factor.
Future of Beer and Cider in Five Years and Beyond
As the trend for alcohol moderation gains traction led by younger drinkers, brands will increasingly find new strategies to engage drinkers when they step away from full proof beer and cider. These are likely to include extending into permissible RTD cocktails and affordable adult premium soft drinks.
- Studies show that Gen Z adults of legal drinking age drink 20% less than Millennials on average, who also drink less than Generation X. This is because of the rise of health-consciousness as a lifestyle.
Expert Analysis from a Drinks Specialist
This report, written by Martin Pasco, a leading analyst, delivers in-depth commentary and analysis to highlight current global beer and cider market trends and add expert context to the numbers.
As drinkers feel unsteady about their finances, brands should flag quality cues and the end benefits of eco claims to prove value and stretch 0% ABV into health.
Martin Pasco
Principal Analyst – Mintel Food & Drink
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what you need to know
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in the next two years
- Prove value as drinkers stay price-sensitive
- Graph 1: select attributes seen by consumers to define premium alcoholic drinks, 2022
- Graph 2: proportion of consumers who agree beer made with local ingredients is worth paying more for, 2022
- Justify the value of eco claims in a cost-of-living crisis
- Graph 3: select ethical and environmental claims made by beer and cider launches, 2019 and 2023
- Graph 4: factors that beer drinkers see as worth paying more for, 2023
- Fortify 0% ABV beer to enhance health credentials
- Graph 5: adults who agree that maintaining good mental health is key to overall wellbeing, 2023
- Graph 6: proportion of consumers who agree that relaxing ingredients would encourage them to buy 0% ABV alcohol alternatives (such as beer) or buy them more frequently, 2023
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in five years and beyond
- Future-proof with drought-resistant ingredients
- Graph 7: consumers who are concerned climate change may lead to food shortages due to drought or crop failure, 2022
- VR will play an increasing role in at-home drinking
- Graph 8: appeal of consuming food/drink on your own while experiencing a virtual reality environment (eg a beach with the sound of waves), by select generations, 2022
- Diversify drinks offerings as growth declines
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key takeaways
Why Choose Mintel?
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
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