Craft beers are increasingly popular as consumers search for new flavours and interesting brands to try. Indeed, such is their popularity, some hi-tech companies have fridges filled with craft beers to show their appreciation for employees.
Traditional brands are seeing a decrease in volume share as consumers seek out new brands with interesting flavours and stories. During COVID-19, a number of local craft breweries opened in the market capitalising on this trend.
The COVID-19 pandemic normalised beer drinking at home and has thus supported the development of the off-trade beer category, which saw strong volume growth in 2021 for the second consecutive year. With the increase in beer consumption, consumers are starting to look for different flavours of beers, although they tend to drink them in limited quantities.
Beer value sales will grow ahead of volume over the forecast period, driven in part by higher unit prices. Transport costs increased significantly during the COVID-19 pandemic making it more difficult and expensive for importers to bring beers into Israel.
Craft beers have been a driving force in the beer category over the past few years and this trend is expected to continue throughout the forecast period. The fact that two of the biggest beer manufacturers in the country stepped into the craft beer segment in 2021 demonstrates the future potential of such products.
Broader brand portfolios and innovation in flavouring and packaging will be crucial for leading players to maintain their volume shares as competing categories such as RTD continues to impact beer sales. By creating a new brewery for Shikma beers, Israel Beer Breweries is aiming to set the brand apart from mainstream offerings.
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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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