With many segments in decline, imports are garnering most of the traction in US beer, particularly among female consumers.
Consumption patterns reveal 40% of beer drinkers have altered their habits. Those who have increased their beer intake socialize more, while others are reducing their alcohol consumption. The sober curious movement is influencing these trends, which has led to consumers wanting more non-alcoholic beers, highlighting the need for adaptability within the beer industry.
Given the wide range of beer styles available, educational resources will be important for the future of beer. By helping consumers understand the nuances of different styles and their ideal occasions or food pairings, we can enhance their confidence and encourage greater consumption. To capture the attention of younger adults, variety packs can be effective, as these consumers typically exhibit less brand loyalty than older generations who have more established preferences.
This report looks at the following areas:
- Opportunities within the beer market
- Market size and forecast and segment performance
- Alcoholic beverage competitive landscape
- Consumption of different types of beer and the frequency of beer consumption.
- Important beer attributes by beer type
- Perceptions related to beer type
- Consumer attitudes and behaviors toward beer
Despite marked preferences for brands, styles, and even origin, beer drinkers have broad repertoires that provide stability during a changing market.
Paige Leyden, Research Manager – Foodservice, US
Market Definitions
This Report includes volume and value sales data for domestic and imported beer for home (off-premise) and on-premise consumption. The Report covers the following beer segments, as defined by the Beverage Information and Insights Group:
- Light beer (such as Bud Light and Coors Light; includes low-calorie brands such as Miller 64 and Bud Select 55)
- Super-premium and premium beer (such as Budweiser and Yuengling; as well as “mass-craft” brands like Blue Moon and Shock Top)
- Imported beer (including imported light beer brands)
- Craft beer (such as Boston Beer Co., and Sierra Nevada)
- Popular beer (such as Busch, and Miller High Life)
- Ice beer (such as Natural Ice or Icehouse)
- Malt liquor
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EXECUTIVE SUMMARY
- What you need to know
- Market size & forecast for beer
- Market predictions
- What consumers want & why
- Opportunities
- Constellation Brands spending to stay on top while aiming to be more authentic in their messaging
- Female brewers look to navigate a male-dominated landscape
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MARKET DYNAMICS
- Market context
- Market drivers
- Annual inflation slightly rose in November
- Graph 1: headline CPI and core CPI, 2021-24
- Beer remains the go-to alcoholic beverage
- Graph 2: alcoholic beverage consumption – NET, 2023-24
- Mexican imports outpace domestic beers for women
- Graph 3: types of beer consumed, by gender and age, 2024
- Sober curious drives consumers toward NA beverages
- Graph 4: reasons for sober curiosity – any rank, 2023
- Graph 5: sober curious awareness and trial, 2022-23
- Shift in consumer preference is bad news for farmers
- Tariffs may threaten the beer industry
- Market size and forecast
- Stagnant growth expected for the beer market
- Retail sales and forecast of beer
- Market segmentation
- Strong performance of imported beers bolster the overall category
- Graph 6: volume sales and forecast of beer, by segment, 2019-26
- Retail sales of beer, by segment
- Market share/brand share
- Modelo is the top performer in the imports segment
- Sales of imported beer, by brand and company
- Bud Light continues to drag the segment downward, but there are some bright spots
- Sales of domestic beer, by brand and company
- Craft is a crowded segment with no true leader
- Sales of craft beer, by brand and company
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CONSUMER INSIGHTS
- Consumer fast facts
- Alcoholic beverage consumption
- Beer is a go-to, but for less loyal consumers, competition is close behind
- Graph 7: alcoholic beverage consumption, 2024
- Despite market woes, beer consumption grows
- Graph 8: alcoholic beverage consumption – NET any drink, 2023-24
- Brands need to play the flavor game with younger adults
- Graph 9: alcoholic beverage consumption, by generation – NET any drink, 2024
- There’s still work to be done to include women
- Graph 10: alcoholic beverage consumption, by gender – NET – any drink, 2024
- Types of beer consumed
- Domestics remain on top, but imports are on their heels…
- Graph 11: beer styles consumed, 2023-24
- Most beer drinkers explore the whole category
- Graph 12: repertoire of beer styles consumed, 2024
- Women enjoy over the border beers
- Graph 13: types of beer consumed, by gender and age, 2024
- Familiarity drives multicultural consumers to imports
- Graph 14: types of beer consumed, by race and ethnicity, 2024
- Change in beer consumption
- More than half of beer drinkers keep their consumption levels steady
- Younger adults driving increased beer consumption
- Graph 15: changes to beer consumption, by generation
- 55+ are largely maintaining consumption, but also the most likely to cut back
- Graph 16: change in beer consumption, drinking less often, 2024
- Graph 17: change in beer consumption, by age
- Reasons for drinking more beer
- Beer drinkers are enjoying more casual sips and social moments
- Graph 18: reasons for change in beer consumption, drinking more often, 2024
- Reasons for drinking less beer
- NA brews can mitigate attrition
- Graph 19: change in beer consumption, drinking less often, 2024
- Beer attributes by beer style
- Expectations are high for flavored, craft
- Graph 20: appealing beer attributes, 2024
- Domestics’ calling is brand loyalty…
- Graph 21: appealing beer attributes – domestics, 2024
- …except for younger adults
- Graph 22: appealing beer attributes – domestics, by age, 2024
- Brand is important for imports, but quality is next in line
- Graph 23: appealing beer attributes – imports, 2024
- Flavor bolsters high and low ABV appeal
- Graph 24: appealing beer attributes – imports, 2024
- Craft equals quality
- Graph 25: appealing beer attributes – craft beer, 2024
- Flavor needs to come with quality
- Graph 26: appealing beer attributes – flavored beer, 2024
- Key attribute of light/low calorie beer is brand
- Graph 27: beer attributes, light/low-calorie beer, 2024
- Beer behaviors
- Beer’s happiest hour is in the evening (often, at home)
- Graph 28: behavior towards beer, 2024
- Variety packs can support younger adults in their beer drinking journey
- Graph 29: behavior towards beer, gender and age, 2024
- Hispanics and other races tend to not follow the loyal route
- Graph 30: behavior towards beer, race or ethnicity, 2024
- Consumer perception of beer
- Consumer perception comes down to the style
- Graph 31: consumer perception by beer type, 2024
- Domestic beers are a comfortable option for consumers 55+
- Graph 32: consumer perception of domestic beer, by age, 2024
- Men and women share similar perception of imports
- Graph 33: consumer perception of imported, by gender, 2024
- Beer attitudes
- Empowering consumers: Building confidence in exploring more beer
- Graph 34: beer attitudes, 2024
- Open new doors for younger adults through education
- Graph 35: beer attitudes, by age, 2024
- Enhance beer experience through flavor
- Graph 36: beer attitudes, by gender, 2024
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Over half of beer launches are new variations
- Graph 37: beer launches, by type, 2019-24
- Constellation issues a call for domestics to step up with innovations
- Variety packs drive more exploration
- Leave the alcohol behind
- Michelob Ultra Zero to launch in 2025
- Alternative grain beer brand Meli
- Marketing and advertising
- Guinness revival takes off in 2024
- The celebrity impact on Guinness
- Pedro Pascal featured in “The Fine Life” Corona marketing campaign
- Modelo celebrates women lowriders
- Off Color Brewing continuing to innovate
- Celebrating the home team
- Bell’s Hearted IPA variety pack
- Bud Light’s approach to Sunday Football
- Heineken 0.0 comes with a positive message
- Molson Coors ramps up brewery modernization
- Garage beer has new ownership
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APPENDIX
- Total market (inflation-adjusted) beer sales and forecast
- Sales of flavored malt beverage beer, by company
- Sales of hard seltzer beer, by company
- Sales of ice beer, by company
- Sales of light beer, by company
- Sales of malt liquor, by company
- Sales of super premium and premium beer, by company
- Market definition
- Flavourscape AI: the basics
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
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