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Strategy Briefing

Non/Low Alcohol Beer: Can it Live up to the Hype?

36 pages, Nov 2017

US$1,325

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Non/low alcohol beer is drawing considerable interest from brewers – seemingly with good reason. As well as remaining strong in established markets, such as Iran, non/low alcohol beer is seeing dynamic growth in much of Western Europe, boosted by rising health awareness and higher quality releases, while total beer stagnates. However, in all but a handful of markets, there is still a long way to go before non/low alcohol beer can claim to be anything other than a niche add-on to standard beer.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Overall stagnation masks diversity in beer

Remaining in negative territory for the second year in a row, the global beer market declined marginally in 2016; however, performance is far from consistent across categories. Non/low alcohol beer saw the second strongest growth in 2016, at 5%, and consistently outperformed total beer over the 2011-2016 review period.

Western Europe: A more positive outlook

In mature markets –Western Europe in particular –brewers are working to raise perceptions of non/low alcohol beer, which has historically suffered from something of an image problem. Technological advances are helping to improve the quality of non-alcoholic variants, while growing health awareness is boosting interest in the category.

The Middle East: Success through a soft drink positioning

In many Middle Eastern markets, alcohol is either not permitted or highly restricted. Non-alcoholic versions therefore have a much greater role to play than is the case in much of the world. A distinct soft drink positioning is key to exploiting demand in Muslim-majority markets, as any associations with standard beer can be detrimental to appeal.

Competition intensifies: Is bigger still better?

Craft beer has generally been heavily biased towards higher ABV products, so the non/low alcohol category has historically been the domain of major companies. However, smaller brewers are becoming more involved in lower alcohol variants, and often have greater ability to innovate and experiment. Releases from craft brewers known for quality are likely to prove beneficial to the category as a whole.

Growth –and challenges –set to continue

Non/low alcohol beer is set to be the second fastest growing beer category between 2016 and 2021. However, while the category’s dynamic growth is impressive, particularly in light of the performance of beer in general, its volume share remains distinctly limited in the vast majority of markets. Non/low alcohol beer will also face rising competition in the field of non-alcoholic, adult-orientated drinks, as demand for these continues to rise.

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Introduction

Scope

Objectives

Key findings

The Global Picture

Economy lager drags down global beer volumes

Non/low alcohol beer consistently outperforms the overall market

The off-trade maintains its dominance

Who’s Doing What?

Megatrend analysis at Euromonitor International

Healthy Living is one of our eight focus megatrends

Leading companies step up their game…

…but craft brewers also look to enter play

Key Geographies

Share remains limited outside key markets

Western Europe: A more positive outlook

Asia Pacific: Potential in Muslim-majority markets

The Middle East: Success through a soft drink positioning

Nigeria: Opportunities in malt drinks as consumers trade down

Latin America: Colombia leads the way

China: Limited progress in largest beer market

Japan: Healthy growth

A View of the Future

Key markets set to continue driving global growth

Strong outlook for non/low alcohol beer…

…but the category remains vulnerable to external events…

…and will face increasing competition from a range of sectors

Looking forward

Report Definitions

Definitions and terminology

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Why buy this report?

Want to find out more about this report?

Request more information

Megatrends

Strategy Briefing

Non/Low Alcohol Beer: Can it Live up to the Hype?

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Overall stagnation masks diversity in beer

Western Europe: A more positive outlook

The Middle East: Success through a soft drink positioning

Competition intensifies: Is bigger still better?

Growth –and challenges –set to continue

Want to find out more about this report?

Table of Contents

Introduction

Scope

Objectives

Key findings

The Global Picture

Economy lager drags down global beer volumes

Non/low alcohol beer consistently outperforms the overall market

The off-trade maintains its dominance

Who’s Doing What?

Megatrend analysis at Euromonitor International

Healthy Living is one of our eight focus megatrends

Leading companies step up their game…

…but craft brewers also look to enter play

Key Geographies

Share remains limited outside key markets

Western Europe: A more positive outlook

Asia Pacific: Potential in Muslim-majority markets

The Middle East: Success through a soft drink positioning

Nigeria: Opportunities in malt drinks as consumers trade down

Latin America: Colombia leads the way

China: Limited progress in largest beer market

Japan: Healthy growth

A View of the Future

Key markets set to continue driving global growth

Strong outlook for non/low alcohol beer…

…but the category remains vulnerable to external events…

…and will face increasing competition from a range of sectors

Looking forward

Report Definitions

Definitions and terminology

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Why buy this report?

Want to find out more about this report?

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