The U.S. is not only a country of rapid technological advancement but also a place where the beer market is constantly evolving to reflect changes in consumer tastes and preferences. The key trends in the U.S. beer market represent a fascinating combination of traditional production methods with a constant drive for innovation. Let’s dive into the world of aromatic varieties and unique flavours to find out what trends are driving the beer industry in the world’s most brewing country.
Sales dynamics
There is an interesting dynamic in the U.S. beer market today: spirits may overtake beer to become the market leader in terms of consumption share – for the first time in modern history. This means that Americans are increasingly turning to spirits in preference to beer.
However, despite the decline in overall beer consumption, beer producers operating in higher price segments can expect growth. IWSR forecasts that volumes of standard and cheaper beers will continue to decline while the premium and premium-plus segments will continue to show growth.
This is indicative of rising beer prices, especially in the higher-quality segments. The share of premium beer increased from less than 30% in 2018 to 35% in 2022. Trends indicate that consumers are becoming more inclined towards more expensive beers, which opens up new prospects for producers in these segments. Well, overall, the total beer market in the U.S. is projected to grow to $156 billion over 2023.
Beer as part of vacationing and watching sporting events
Beer is traditionally often drunk at home or in companies on vacation. It is also very popular among fans, who actively consume beer in the stands of sports venues. And when watching sporting events at home, this drink is also consumed quite actively. Many clients of 1xBet and other bookmakers admit that after making a bet, they are often very worried about the outcome of the match and can not watch the game without alcohol.
At the same time, experts do not advise betting and gambling while under the influence of alcohol. It is better to sober up, and then log into the 1xbet app and start playing for real money. In this case, you will make more informed decisions.
Non-alcoholic and alcoholic beer: what’s on trend
Non-alcoholic and low-alcohol beers are experiencing explosive growth in popularity in the U.S., largely due to increased interest in healthier lifestyles and consumers’ desire for alternative beverages. Recent years have shown impressive growth for non-alcoholic beer, with the premium non-alcoholic beer segment growing by as much as 143% year-over-year, which is impressive for 2018-2022.
Non-alcoholic beer holds a steady position in the low and non-alcoholic alcohol category, accounting for 78% of all non-alcoholic servings in the U.S. in 2022. Non-alcoholic beer volumes are projected to continue to grow, with a compound annual growth rate of 17% between 2022 and 2027.
What is particularly interesting is that the growth of non-alcoholic beer is even more pronounced in the higher price categories, where the average price per serving of non-alcoholic beer is 30% higher than the usual cost of regular beer. Also impressive is the average annual projected growth rate for premium products, which is as much as 21%.
Imported beer: what Americans prefer
Imported beers, especially from Mexico and Italy, continue to show impressive success in the U.S. market, creating a nice dynamic in the beer market in recent years. In contrast to the decline in local beer volumes between 2017 and 2022 (average annual rate of minus 3%), the imported segment has shown growth at an average annual rate of plus 2%. This indicates that consumers are showing an increased interest in the variety of offerings in the market, preferring to opt for an imported beer with its unique flavour and quality.
It is predicted that the upward trend of imported beer will continue in the future. According to IWSR, local beer is expected to decline at an average annual rate of minus 5% between 2022 and 2027, while imports are projected to continue to grow at an average annual rate of plus 5%. This reflects a progressive shift in consumer preferences away from traditional local brands in favour of more diverse and exotic beer options from other countries.
Mexican beers, with their light and approachable profile that resembles domestic light beers but with rich flavours, are having an attractive impact on consumers. On the other hand, Italian brands have been able to establish themselves in the market due to their unique heritage, which gives imported beers an added advantage in the eyes of consumers.