Research conducted by DSM has found that four in five consumers believe that the craft beer trend is not a “passing fad” and is here to stay.
DSM surveyed 3,300 consumers in the UK, US, Belgium, Spain, France, Italy and the Netherlands, and 80% of respondents said that they would be open to trying new brands of beer, with just 4% saying that they would not.
The research showed that taste and sustainability play a key role in consumer preference for craft beer, as 75% of respondents said that taste is the main reason they purchase craft beer, a more important factor than price.
50% of respondents also claimed they believed that craft beer is more sustainable than regular beer, and this makes the product more attractive to consumers.
DSM’s report states that craft beer consumption has risen 500% in the last decade, and the survey claimed that consumers under 30 are driving the market.
45% of those surveyed aged between 18-30 said that they drank craft beer at least once a week, while 64% said they drink more craft beer than they did two years ago.
Joana Carneiro, director of beverages at DSM Food Specialties said: “DSM’s consumer research shows there is tremendous promise for the craft beer market, mostly due to the enthusiasm of craft beer fans.
“However, the popularity of craft beer, and the demand for unique, authentic, and premium beer varieties, presents a new reality for brewers both large and small.
“In this report, we’re speaking to small brewers who want to keep up with demand while staying true to their vision—and we’re addressing the large brewers who are looking to establish global premium brands.”
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