Younger consumers of legal drinking age are expected to increasingly seek to reduce their alcohol intake in order to improve their health or to focus on their fitness, notably with the emergence of the “sober-curious” group, who temporarily avoid drinking alcohol. When they do consume alcohol, this age group is likely to continue being drawn towards categories other than beer, notably RTDs, thereby further eroding the consumer base for beer.
High costs will remain one of the main challenges for breweries in 2023, due to the energy crisis, which was exacerbated by the war in Ukraine, and rising costs of raw materials, packaging, and logistics, which will continue putting pressure on brewers to raise prices and could create conflict with retailers. Beer prices are expected to increase in 2023, as beer producers will need to pass on rising costs to consumers, at least partially, in order to remain profitable.
Despite its likely continued growth, driven by consumers’ appetite for innovations, and their desire to try new and authentic products, craft beer is expected to remain a niche, and will remain highly dependent on further gains in the on-trade, alongside marketing initiatives to widen its distribution through off-trade channels. Amongst the challenges limiting its wider adoption by consumers is the typical emphasis on bitter recipes, for example India Pale Ale, as consumers shift towards milder tastes.
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An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.See All of Our Definitions
This report originates from Passport, our Beer research and analysis database.
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