The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreNov 2017
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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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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.
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.
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.
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.
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.
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.
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.