Local Craft Breweries to Make a Strong Case for Global Fruit Beer Market
Beer is one of the most consumed alcoholic beverages across the globe. In terms of volume, the global consumption in 2018 reached nearly 188 million kilolitres. Subcategories of beer such as craft beer, flavoured beer, fruit beer, and beers with higher alcohol contents have gained significant growth in recent years. A few years ago, consumer buying behaviour towards beer was simple and straightforward. However, with the influx of different varieties of beer hitting the shelf, the behaviour indicates a change too.
Fairfield Market Research indicates that flavour-infused beverages have been tremendously successful across categories. For instance, cider has experienced significant growth in recent years. The local and regional craft brewers have played a monumental role in introducing flavours, creating a seminal change amongst beer consumers.
Different varieties of fruit-flavoured beer are available range from berries, mangoes, apple, peach etc., spoiling the consumers with choice. Fruit beers are often very refreshing and complement meals with little sweetness as is desired. Increased popularity of flavoured alcoholic beverages and rising trend of craft beer is expected to fuel the market growth during the forecast period.
Sweeter Flavours, Millennials, and Generation Z Stoke Demand for Global Fruit Beer Market
Millennials and Generation Z have also contributed significantly to the growing demand for fruit beer. While young consumers, in general, remain an important target segment, women, in particular, have caught the eye of fruit beer makers. The female demographic is seen to favour flavoured beer as compared to conventional ones. To broaden the consumer base, manufacturers are vying for female attention by offering sweeter flavours, attractive colours, and lower-calorie product.
Players are manufacturing creative blends to attract more female consumers to tap into a vast yet underexplored market. Furthermore, while purchasing fruit beer, consumers make at-shelf decisions, thus it is important to steal the consumer attention as quickly as possible. To address this, manufacturers are focused on developing convenient and attractive packaging solutions. Increased penetration of consumer-centric product profile is further expected to drive the market demand.
Berry Flavoured Beer to Reflect Potential Value Share
The global fruit beer market is segmented on the basis of flavour type, sales channel, and region. Based on flavour type, the berry flavour segment occupied a sizeable value share in 2019. Natural fruit flavour infused products are perceived to have high antioxidants and thus remain a preferred choice amongst millennials. Additionally, the sugar content in berry is low, which adds a hint of sweetness, making its calorie count low.
Based on sales channel, the online segment is expected to register relatively high growth during the forecast period. As the pandemic redefines the term socializing, consumers prefer to enjoy a drink at home instead of going to pubs and bars. Thus, a shift in their preference towards online shopping is expected to drive the segment growth over the forecast period.
Europe Fruit Beer Market to Lead the Way as Neighbourhood Pubs Add Flavours
Globally, North America is expected to attain a favourable growth in the fruit beer market. The increased influx of craft beers in the region is expected to boost the demand for fruit beer. In 2017, the craft brewing industry in the U.S. alone was valued at around US$ 58 Bn. The growing preference for flavoured alcoholic beverages to pair with food is driving the overall market growth in the country.
Europe is expected to register favourable growth over the forecast period. Beer in the region has been brewed with a variety of fruits for centuries. As the “better for you” movement in the region gains momentum, manufacturers are introducing low-calorie fruit beers, which are less sweet and claims to offer antioxidants. Beer festivals, the influx of neighbourhood pubs, normalized social drinking, and home brewing are expected to the European fruit beer market during the forecast period.
Global Fruit Beer Market: Key Players
Some of the major players considered in the report are St. Peter’s Brewery Co. Ltd, New Belgium Brewing Company, Buxton Brewery, TITANIC BREWERY, Brouwerij Van Honsebrouck N.V., Samuel Smith Old Brewery, Innis & Gunn Brewing Company, Cascade Brewing, Dogfish Head Craft Brewery Inc., and Founders Brewing Co.