Findings:
The overall US beer market declined by -3.6% in volume (Jan-Aug 2024 vs. 2023), with only Indiana showing growth (+0.5%).
Super-premium beer grew by +4%, softening the declines in lower price tiers.
Growth in Premium+ segments contrasts with sharp declines in Value and Standard segments, particularly in major states like California, Florida, and Texas.
Imported beers, particularly from Mexico, are gaining traction within the Super-premium category.
Key Takeaway:
Premiumisation continues to reshape the beer market, with Super-premium beers gaining favor as affordable yet premium alternatives to wine and spirits, even amid overall volume declines.
Trend:
Primary Trend: Premiumisation of the beer category.
Sub-Trend: Affordability-driven migration toward Super-premium beers.
Consumer Motivation:
Seeking affordable luxury in beer as a substitute for pricier wine and spirits.
Preference for higher quality and imported products for premium occasions.
What Is Driving the Trend:
Rising consumer demand for affordable premium experiences.
Downtrading from higher-cost alcohol categories like wine and spirits.
Increased popularity of imported Super-premium beers, particularly from Mexico.
Who Are the People Referenced:
Marten Lodewijks, President of IWSR’s US Division, provides expert analysis.
Beer consumers in the US, spanning diverse demographics but primarily targeting those seeking premium experiences on a budget.
Description of Consumers, Products, or Services:
Consumers: Younger, budget-conscious yet quality-oriented individuals (21–45 age range).
Products: Premium and Super-premium beers, including domestic and imported options (e.g., Mexican beers).
Services: Retailers and brewers offering premium beer options at competitive price points.
Conclusions:
The beer market is being reshaped by ongoing premiumisation and a shift away from Value and Standard segments.
Super-premium beers are well-positioned to grow as consumers seek affordable alternatives to higher-cost alcohol categories.
Implications:
For Brands:
Prioritize Super-premium and Premium+ beer segments to capture shifting consumer preferences.
Highlight quality, import status, and premium experience in marketing.
For Society:
Reflects evolving consumer preferences for quality over quantity in alcohol consumption.
Supports a trend toward more mindful indulgence.
For Consumers:
Offers accessible luxury and premium experiences without overspending on wine or spirits.
For the Future:
Super-premium beer is likely to grow as it aligns with affordability and quality trends.
Value and Standard beers may continue to decline unless revitalized.
Consumer Trend:
Affordable premiumisation in the beer market.
Consumer Sub-Trend:
Preference for imported and Super-premium beer as substitutes for more expensive alcohol categories.
Big Social Trend:
Mindful consumption of alcohol with a focus on quality over quantity.
Local Trend:
Variations in Premium+ beer growth by state, with states like Indiana and Texas showing higher resilience.
Worldwide Social Trend:
Rising demand for imported and premium alcoholic beverages across markets.
Name of the Big Trend Implied:
"Affordable Premiumisation in Alcohol."
Name of the Big Social Trend Implied:
"Mindful Indulgence in Beverage Consumption."
Social Drive:
Price sensitivity paired with the desire for premium experiences.
Learnings for Companies to Use in 2025:
Focus on Super-premium Growth: Develop and market affordable luxury beer products.
Leverage Imports: Highlight imported beers’ authenticity and premium appeal.
Target Price-Conscious Consumers: Position beer as a quality alternative to pricier alcohol options.
Strategy Recommendations for Companies to Follow in 2025:
Expand Super-premium Offerings: Introduce unique and innovative products in the premium beer category.
Collaborate with Importers: Partner with global brands to bring desirable products like Mexican beers to market.
Enhance Marketing: Emphasize affordability, quality, and indulgence in campaigns targeting younger demographics.
Address Value Segment Declines: Innovate in the Value segment to prevent further erosion, such as introducing hybrid products or local specialties.
Final Sentence (Key Concept):
The US beer market in 2025 will revolve around affordable premiumisation, with Super-premium beers driving growth by offering consumers high-quality, budget-friendly indulgence.
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