Study: Why No Or Low Alcohol Beers Are Fast Becoming Drinking’s “New Cool”
New research from global market intelligence agency Mintel reveals that over a quarter of consumers in France (28 per cent) and Germany (27 per cent ) agree that low (under 3.5 per cent) or no alcohol beer tastes just as good as full-strength beer.
And while younger consumers may have been the most enthusiastic drinkers in previous generations, this group are among the most likely to see the merits of low or no alcohol beer. As many as 37 per cent of French consumers aged 18-24 and 31 per cent of German consumers of the same age agree that low or no alcohol beer tastes just as good as ‘regular’ beer (4-6 per cent ABV).
While many consumers seem to enjoy the taste of the drink, the stigma of drinking non-alcoholic beer may also be disappearing. Mintel research highlights that just one in 10 (nine per cent) of German consumers say they would be embarrassed to be seen drinking low or no alcohol beer, followed by 14 per cent of consumers in France.
Jonny Forsyth, global drinks analyst at Mintel, said: “As health and wellness trends influence alcohol consumption more and more, consumers are being drawn towards moderate beer options and the stigma of drinking low or no alcohol beer is being challenged. Looking to the future, the global beer market will see even more moderate innovation as Millennials in particular seek healthier and less calorific beer options.
“This goes hand in hand with a number of brands working to raise the quality of the product, especially non-alcoholic beers. Germany in particular is now making high quality non-alcoholic beers and, as a result, non-alcoholic beer has now become a mainstream option. German beer drinkers may not have a history of moderation, but this is changing.”
What’s more, this Oktoberfest it seems many will be opting for a low or no alcohol beer in order to forgo the hangover. Among German consumers, over half (53 per cent) agree there is “less chance of getting a hangover if you drink low or no alcohol beer, rather than full strength (4-6 per cent ABV)”. This rises to six in 10 French (61 per cent) consumers.
But it’s not just the hangover that consumers are keen to steer clear of; over half of consumers in France (56 per cent) agree that low or no alcohol beer allows you to stay in control when drinking.
“Control has become a key watchword for today’s younger drinkers. Unlike previous cohorts, they have their nights out documented visually on social media where it is likely to remain for the rest of their lives. Over-drinking is therefore something many seek to avoid,” Forsyth said.
Consumption of non-alcoholic beer is growing fast, with as many as 33 per cent of Spanish, 23 per cent of German and nine per cent of French consumers drinking this variety.
However, while European interest is high, China is the most prolific global innovator of low or no alcohol beer product launches, according to Mintel Global New Products Database (GNPD). Over one in four (29 per cent) beers launched in China in 2016 contained low or no alcohol beer (below 3.5 per cent ABV), compared with around one in 10 beers launched in Spain (12 per cent), Germany (11 per cent) and Poland nine). Falling behind in terms of launch activity, just six per cent of launches in France in 2016 were low or no alcohol beer, compared to a global average of eight per cent.
“The amount of global low or no alcohol beer innovation remains very limited, despite plenty of activity in Europe, Asia Pacific and the Middle East and Africa. While China leads in low and no alcohol beer innovation, Mintel research indicates that Chinese consumers, in general, prefer less strong beer in terms of ABV, compared to the global market,” Forsyth said.
Furthermore, when it comes to future product innovation it seems the majority of consumers have full faith in tried and trusted brands to produce a tasty low or no alcohol beer. According to Mintel research, over half of German consumers (56%) say they would trust their favourite brand to produce a good tasting low or no alcohol version, with half of consumers in Spain (50%) agreeing with this statement.
“Our European consumer research confirms the importance of brand trust in helping consumers to overcome the significant taste barrier. The success of non-alcoholic beer innovation in Germany offers other lessons for what can work elsewhere. German non-alcoholic beer producers have vastly improved production techniques, resulting in the fact that over half of German non-alcoholic beer drinkers think that non-alcoholic beer tastes as good as a standard alcoholic beer,” Forsyth added.
Finally, Mintel research highlights that the Middle East and Africa may be a hotbed for low or no alcohol beer product launch activity in the coming years. According to Mintel GNPD, almost a third (30 per cent) of beer launches in the Middle East and Africa contained low or no alcohol in 2016, up from 22 per cent in 2015.
“There is a strong case for further non-alcoholic beer growth potential in the Middle Eastern and Asian markets, especially those with a big Muslim population, such as Indonesia.,” Forsyth concluded.
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.