Consumer and Innovation Trends in Beer 2014




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The beer market, which for so long has been dominated by national brands, is changing. On the one hand there has been considerable consolidation, with several global players strengthening brands across markets. On the other hand, there has been an upsurge of small-scale, niche craft players, which are pushing the boundaries of brewing innovation.

Each section is introduced with a concise SWOT analysis that outlines how each TrendSights mega-trend can be applied to the beer category.

Consumer insight analysis covering 23 countries globally highlights the key attitudes and behaviors that drive drinkers' beer preferences.

Draw inspiration from numerous case studies and product examples throughout the brief that showcase best-in-class innovations for beer.

How do Canadean's mega-trends apply specifically to beer? How is this likely to evolve over the next few years?

Where is innovation occurring in the beer category and what does it look like?

To what extent are consumers willing to sacrifice taste for a healthier product?

How are brewers incorporating sustainability and ethics considerations into their brand narratives?

How are industry players using digital technologies to more effectively engage with consumers?

Key Highlights
Although wine is traditionally viewed as the natural accompaniment to a meal, consumer attitudes suggest that beer and food pairings are becoming not only more accepted but more appealing. Eating occasions that occur outdoors are perceived as being particularly suited to beer rather than wine.

Knowing where a product is from instills a sense of comfort and security for consumers. Origin and localism are strong consumer pulls in craft beer, which comes through in ingredient selection and product marketing, with origin and provenance featuring heavily in the sub-sector's imagery.

Data provided in easy-to-use tables in Excel