Tapping new beer audiences
A Statista DossierPlus on how the beer industry is developing to appeal to new consumers
The beer industry faces one of its biggest challenges yet: to appeal to new generations of consumers who are increasingly individualistic, health-oriented, and environmentally conscious. Major brewers and microbreweries alike have come up with new beer types to maintain the relevance of the alcoholic beverage. The success of the craft beer movement has greatly increased the variety of beer on offer, while the rapid growth of the non-alcoholic beer market makes beer a more healthy option. These two developments have inspired various new trend beers that follow existing food market trends to cater to niche audiences. Examples of such beers include organic beer, gluten-free beer, protein beer, and CBD beer. This DossierPlus opens with a short review of the current state of the beer market, after which the craft beer and non-alcoholic beer markets are explored on a global scale. In the last chapter, various new trend beers are introduced and discussed in the context of the larger alcoholic beverages market.
