[{"name":"Beer and Cider","url":"https:\/\/store.mintel.com\/industries\/drinks\/alcoholic-drink\/beer-cider"},{"name":"Market Intelligence Reports","url":"https:\/\/store.mintel.com\/report-type\/market-intelligence-reports"},{"name":"US","url":"https:\/\/store.mintel.com\/markets\/us-market-research"}]
Report
en_GB
The US beer market shows resilience despite rising costs, tariffs, and changing consumer preferences, with overall sales expected to reach $181 billion by 2030. Growth is driven by increased demand…
US
Beer and Cider
simple
US Beer Market Report 2025
"Beer is at a crossroads caught between rising costs and shifting consumer values. Brands must evolve from being just a beverage to a meaningful connector in real-life moments."
The US beer market shows resilience despite rising costs, tariffs, and changing consumer preferences, with overall sales expected to reach $181 billion by 2030.
US Beer market growth is driven by increased demand for imported and non-alcoholic beers, even as traditional domestic and craft segments decline.
On the consumer side, younger drinkers, especially Gen Z and Millennials, lead a shift toward flavor exploration, variety, and moderation.
The rise of the sober-curious movement and interest in non-alcoholic options reflect a desire for more personalized and inclusive drinking experiences.
Beer’s role as a social connector remains strong, but today’s consumers want products that fit a range of occasions, from gatherings at home to activity-based meetups, and value brands that embrace innovation and inclusivity.
Key Topics Covered in the Report:
Types of alcoholic beverages consumed
Varieties of beer consumed
Frequency of beer consumption
Important factors in beer selection
Occasions associated with different beer styles
Price sensitivity to beer
Interest in beer innovation
Attitudes toward beer
Report Attributes
Details
Published Date
November 2025
Report Author
Julia Mills, Food & Drink Analyst
Market Data Range
2019-2030
Sales Data Included
Volume and Value sales data for domestic and imported beer for home (off-premise) and on-premise consumption
Consumer Data
2,000 internet users aged 22+, August 2025
Market Segmentation
Light beer, Super-premium and premium beer, Imported beer, Craft beer, Popular beer, Ice beer, Malt liqour
Leading Brands in the US Beer Market
Modelo Especial, Corona Extra, Heineken, Stella Artois, Pacifico, Guinness Stout, Bug Light, Coors Light, Michelob Ultra, Budweiser, Samuel Adams Boston Lager, Goose Island,
Graph 15: “classic loyalists,” by select demographics, 2025
Types of alcohol consumed
Beer tops alcohol preference for 1 in 4 consumers
Graph 16: types of alcohol consumed, 2025
Drinking-age Gen Z isn’t abandoning alcohol entirely, but they seek options for moments when they choose not to drink
Gen Z eases into alcohol with mixer-friendly spirits
Graph 17: types of alcohol consumed most often, by generation, 2025
Break the “beer” glass ceiling to build inclusivity
Graph 18: types of alcohol consumed most often, by gender, 2025
Types of beer consumed
Consumers balance familiarity and exploration in beer choices
Graph 19: repertoire of types of beer consumed, 2025
Price hikes could tip the scale towards domestic beer
Graph 20: types of beer consumed, 2024-25
Young drinkers approach beer with less bias, more discovery
Graph 21: types of beer consumed, by generation, 2025
Frequency of beer consumption
For many, beer is more than a beverage – it’s a ritual
Younger beer drinkers are heavy on consumption, high on customization
Graph 22: frequency of beer consumption, by generation, 2025
Beer serves as a connector, not a ritual, for women
Factors in beer choice
Recognition and reliability shape beer preferences
Beer drinkers are split between routine and experimentation
Graph 23: important factors in beer choice, by cluster segments, 2025
Younger consumers embrace risk to discover new brews
Graph 24: important factors in beer choice, by generation, 2025
Beer occasions
From the bar to the living room; beer drinking moves from night out to night in
Beer builds connection through ease and affordability
Graph 25: occasions associated with types of beer, 2025
Tap into seasonal traditions year-round
Beer must compete in a blurred beverage landscape
Graph 26: occasions associated with beer – any type, by generation, 2025
Younger consumers redefine traditional social settings, and by extension the role of alcohol
Price sensitivity
Beer brands are more vulnerable to walkaways than trade-downs
Graph 27: beer purchasing response to price increases, 2025
Consumer priorities in beer shape their response to rising costs
Graph 28: beer purchasing response to price increases, by cluster segments, 2025
Younger consumers adapt, while older consumers hold onto their habits
Graph 29: beer purchasing response to price increases, by generation, 2025
Interest in innovation
Limited-edition flavors spark interest without demanding loyalty
Graph 30: interest in beer concepts, 2025
Flavor and health innovation don’t have to be mutually exclusive
Take cues from alcoholic RTD flavors to reach younger drinkers
Graph 31: interest in beer concepts, by generation, 2025
Health isn’t a commitment, it’s a flexible option
Graph 32: interest in beer concepts, by generation, 2025
Attitudes toward beer
Beer represents more than refreshment – it reflects connection
Graph 33: attitudes toward beer, 2025
Loyalty and openness shape beer preferences
Graph 34: attitudes toward beer, 2025
Beer completes the moment for Gen X and younger
Graph 35: attitudes toward beer – any agree, by generation, 2025
INNOVATION AND MARKETING STRATEGIES
Launch activity and innovation
Beer brands lean on flavor to compete with RTDs and non-alcoholic alternatives
Brands take beer consumers on a cross-cultural flavor trip
Brands brew up indulgence with a dash of nostalgia
Beer finds a place in occasions beyond the bar
Leading beer brands shift towards mindful drinking
NA beers redefine the drinking experience sans the alcohol
Marketing and advertising
Netflix’s “House of Guinness” breathes new life into an old brew
Legacy brands set their sights on locking in Gen Z
Value messaging comes in all shapes and sizes
Heineken envisions a world beyond screens
Michelob Ultra becomes FIFA Club World Cup sponsor
APPENDIX
Market definition
Consumer research questions
Consumer research methodology
Generations
Abbreviations and terms
Forecast methodology
Forecast fan chart methodology
Data
Total sales and forecast of beer, at inflation-adjusted prices, 2019-30
Average annual household spending on beer, 2019-25
Total volume sales and forecast of beer, 2019-27
Total volume sales of beer, by segment, 2023 and 2025
Total volume sales and forecast of light beer, 2019-27
Total volume sales and forecast of super-premium and premium beer, 2019-27
Total volume sales and forecast of imported beer, 2019-27
Total volume sales and forecast of craft beer, 2019-27
Total volume sales and forecast of popular beer, 2019-27
Total volume sales and forecast of ice beer, 2019-27
Total volume sales and forecast of malt liquor, 2019-27
Volume sales of leading flavored malt beverage brands, 2023-24
Volume sales of leading hard seltzer brands, 2023-24
Volume sales of leading ice beer brands, 2023-24
Volume sales of leading light beer brands, 2023-24
Volume sales of leading malt liquor, 2023-24
Volume sales of leading popular beer brands, 2023-24
Volume sales of leading super premium and premium brands, 2023-24
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 3,695(Excl.Tax)
Download today with instant access
Pay via credit card or purchase order
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
Beer is at a crossroads caught between rising costs and shifting consumer values. Brands must evolve from being just a beverage to a meaningful connector in real-life moments.
Julia...
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...
Despite beer's overall dominance in the wider alcoholic beverage market, well documented competition persists, eroding beer occasions among younger drinkers. While beer meets the needs for casual and...
50% of Germans state non-alcoholic beers are a great way to maintain a healthy lifestyle without giving up beer altogether. Since the pandemic, total beer volume has entered...
Celebrate heritage for community-led differentiation as high demand for authentic beer reflects a pull toward regional identity. Engage younger, less active drinkers via seasonal editions, cross‑category mashups and...
Getting their premium variants into the discounters' mid-aisle promotions offers a key route for brands to drive visibility among a lucrative audience. One in five category buyers buy...
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.