Who is drinking craft beer, and what do they look for in their brew? The DSM Global Insights Series surveyed craft beer drinkers in seven countries (the UK, US, Belgium, Spain, France, Italy and the Netherlands) to find out.
The market for craft beer has grown enormously in recent years—most notably in the US but also in Europe and Central and South America. DSM’s new report looks at what’s driving this trend for consumers, and how brewers can think about the future of craft beer.
With 80% of consumers saying they will continue to try different styles of beer, it looks like craft beer is here to stay.
DSM surveyed 3,300 craft beer drinkers, the majority of who (80%) say they don’t believe craft beer is just a passing fad. Craft beer drinkers love to experience the wide variety of craft beer on offer, and a full 75% say taste, above everything else including price, is what drives their purchase decision.
And looking to the future, half (50%) of consumers DSM surveyed say that believe craft beer is more sustainable, and that a sustainable product is more attractive—a trend DSM believe will only grow in the coming years.
There are more than 6,000 craft breweries in America alone, and craft beer consumption has grown by 500% in the last decade and quadrupled its market share.
DSM’s business director beverages, Joana Carneiro said: “The emotional connection between craft drinkers and their beer appears to be even stronger than we thought.
“It’s a trend we’re already seeing at DSM across multiple food segments – and it sends a clear message to the market: It’s essential to have product differentiation and careful segmentation that really connects with the individual.
“This is a really interesting one. Craft drinkers seem to be committed to the beer long-term rather than the brand.
“It’s a bittersweet message for the industry in some respects, but it represents a golden, untapped opportunity for brewers that can get it right.”
DSM’s product application expert brewing, Theo Wijsman added: “It’s very clear that when it comes to beer, the world is becoming a smaller place.
“Craft drinkers are developing increasingly exotic tastes – which is very good news for small breweries looking to expand, but also for larger brewers looking to establish global premium brands.”
To read the full report, please follow this link.
© FoodBev Media Ltd 2018
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