Key Findings from the Brewers Association Survey
Shift in Consumption: Craft beer consumption is slightly declining for the first time since 2015.
Diverse Drinking Habits: Craft beer drinkers are consuming a variety of alcoholic beverages, not just craft beer.
Demographic Trends: While craft beer's popularity has grown overall, consumption frequency is decreasing. The demographic still skews male and Caucasian, indicating a need for greater diversity.
Flavor Preferences: Flavor remains the top priority for craft beer consumers, but there's a disconnect with younger drinkers (21-34) who find the flavor unappealing or are unfamiliar with craft options.
Mindful Drinking: Local ingredients, low calorie/carb options, organic choices, and smaller pack sizes are gaining popularity.
Younger Drinker Trends: The 21-34 age group shows more interest in both high and low alcohol content beers, with health concerns being a factor. "Crisp" flavors are universally liked, while women in this age group also favor juicy/hazy flavors.
Key Takeaway:
The American craft beer market is evolving. While overall consumption has grown, there's a decline in frequency and a need to appeal to a more diverse audience. Flavor remains crucial, but younger drinkers need more education and options aligned with their health-conscious preferences.
Trend:
Mindful drinking and a focus on health are influencing consumer choices.
The 21-34 age group is a key demographic to watch, with their interest in both high and low ABV beers and their preference for crisp and juicy/hazy flavors.
Consumer Motivation:
Flavor: The primary driver in choosing craft beer.
Health and Wellness: Younger drinkers are increasingly mindful of alcohol intake and health implications.
Variety and Exploration: Consumers are open to trying new flavors and experiences.
Driving Trends:
Competition: Craft beer faces increasing competition from other alcoholic beverages.
Changing Demographics: The 21-34 age group has different preferences and priorities than older drinkers.
Health Consciousness: A growing awareness of health and wellness is impacting beverage choices.
People Referred to:
Craft beer drinkers: Survey respondents who consume craft beer at least several times a year.
Non-craft beer drinkers: Survey respondents who consume alcohol several times a year or more but not craft beer that often.
21-34-year-olds: A key demographic highlighted in the survey, particularly their distinct preferences and motivations.
Description of Product and Consumer Age:
Product: American craft beer
Consumer Age: The survey focuses on two primary groups: 21-34-year-olds and 35+ consumers.
Conclusions:
The craft beer industry needs to adapt to changing consumer trends.
Innovation in flavors, experiences, and engagement is necessary to attract new and retain existing drinkers.
Understanding and catering to the preferences of the 21-34 age group is crucial for future growth.
Implications for Brands:
Flavor Innovation: Develop new and exciting flavors that appeal to younger drinkers, particularly those seeking crisp, juicy/hazy options.
Health-Conscious Options: Offer low-calorie, low-carb, and smaller pack sizes to cater to mindful drinking trends.
Education and Engagement: Increase awareness of craft beer styles and flavors among younger drinkers.
Diverse Marketing: Expand marketing efforts to target a more diverse audience, including women and non-white consumers.
Implications for Society:
Shift in Drinking Culture: The trend toward mindful drinking and health consciousness may lead to a shift in how people consume alcohol.
Increased Competition: The growing popularity of various alcoholic beverages could lead to a more diverse and competitive market.
Big Trend Implied:
Health and Wellness: The focus on health and mindful drinking is a significant trend impacting the beverage industry, including craft beer. Brands need to adapt to meet consumer demands for healthier and more conscious choices.
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