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 moreJun 2018
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The “craft” trend, still highly significant within global beer, is evolving as it matures. Growth in the US is decelerating, but the sector remains lively. At the same time, microbreweries are opening in new markets around the world, often incorporating distinctly local ingredients. Microbrewers face an array of challenges, meaning that innovation and flexibility are crucial. In this dynamic landscape, how is “craft” developing, and what does it mean for the wider beer industry?
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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.
Premiumisation remains the defining trend in beer. The global beer category has not witnessed any significance volume growth for many years, but in value terms sales continue to rise.
The US Brewers Association defines a craft brewer as being “small, independent and traditional”. These concepts form the basis for most interpretations of craft, but there is ongoing debate regarding ownership, size limits and ingredients. The term “independent” is becoming increasingly prominent.
Craft beer is no longer focused almost exclusively on dark beer, as it was in the early days of the movement. The desire for variety and innovation in core markets such as the US is encouraging microbrewers to branch out into different styles.
Growth in the US has decelerated. A rise of just 5% was recorded in 2017, which is a notable reduction from the double-digit growth witnessed a few years ago. A more moderate performance is not necessarily a cause for concern overall; however, there will inevitably be more brewery closures in the near future.
Innovation through new styles and experiential offers –often through brewpubs –will help to maintain consumer interest. Disruptors affecting the wider beer industry, such as the rise of digital technology and growing health awareness, will also impact microbrewers. Adaptation and flexibly will be highly advantageous.
Craft beer growth may have become more restrained in its original markets, but there is huge growth potential elsewhere. While exports from the US and Western Europe are often a starting point, locally-owned microbreweries tend to be quick to follow and are opening in cities from Bogotá to Beijing and beyond.
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.