Beer is by far the largest category of alcoholic drinks in total volume terms in Switzerland, accounting for a particularly large share of sales in the on-trade channel. After suffering heavy losses in 2020, beers sales saw only a partial recovery through the on-trade in 2021.
Non-alcoholic beer witnessed steady growth in total volume terms in 2021, fuelled by the growing consumer focus on leading healthier and more active lifestyles. Major players are actively positioning their products as healthier alternatives (eg no alcohol and a lower calorie content), with some targeting their products at people who play sports.
Consumers have shown more interest in craft beer since the start of the pandemic. Consumers are now more adventurous when it comes to flavours, while the increased time spent at home allowed them to explore different types of beer.
Consumers are likely to continue spending more on premium beer, and beer with more complex flavour profiles. The pandemic encouraged consumers to be more adventurous and to try different things as they had more time to do some research.
Domestic lager is still the most popular type of beer, especially through the on-trade. These products appeal to more traditional beer drinkers with demand not influenced as quickly by new trends and new products.
For small breweries, the on-trade has always been seen as the best way to promote their beer to an unfamiliar audience. However, the pandemic showed that this is not always a reliable source of sales.
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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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