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Category Review - Beer and Cider
Category Review - Beer and Cider
• October 2019
Methodology and notes
• This report is a product launch analysis for the Beer & Cider cluster and • The Beer & Cider category includes the following subcategories: Beer, Cider
initially presents a brief analysis of the Alcoholic Beverages category. The
report also dives deeper into the product launch, positioning and flavor trends • Beer: Includes all beers, ales, stouts, lager, light beer, flavored beer, low alcohol
in the Beer & Cider cluster and its subcategories. or alcohol-free beers and specialty beers. Includes diluted beer drinks like
Claras or Shandies. Note: difference between ginger beer and ginger ale. Ginger
• The semi-annual NPD trends analysis covers the last 3 bi-annual periods: H1 beer would be classified under the beer category (base ginger beer). Ginger ale
2018 to H1 2019, where H1 2019 represents the first half of 2019. would be classified under the carbonates category (flavor – ginger ale; no base).
• Indexed product launch numbers are obtained by assigning ‘100’ to the start • Cider: Includes all alcoholic ciders and perries. Non-alcoholic versions of cider
year values and using 100 as the base calculating all later values in proportion and perries should also be included under this category.
to the actual product launch numbers. CAGR stands for compounded annual
growth rate.
• Geographic analysis covers six major regions – North America, Europe, Asia,
Australia/New Zealand, Latin America, and Middle East/North Africa (MENA).
MENA covers all countries under Middle East and Algeria, Egypt, Morocco,
Tunisia under North Africa
Category
Analysis
Beer and cider NPD showed an increasing trend
• Burgeoning appetite for local and craft brews, unusual infusions (iced coffee, • In addition, keto-friendly products, botanical and floral formulations, wine-
kombucha), indulgent flavors (berry muffin), seasonal editions, bourbon-forward inspired ciders (rose ciders), spiced-up versions, packaging designs with vibrant
beers, alcohol-free options, reduction claims (sugar and calorie), regional drinks and illustrative imagery and on-the-go packaging are propelling the NPD
especially Asian beverages are key drivers. growth of beer and cider subcategory.
Figure 1 | Relative development of Beer & Cider launches vs. Alcoholic Beverages category
Global Alcoholic
Beverages sales €1,049.1 billion €1,089.0 billion €1,132.9 billion €1,183.4 billion €1,242.1 billion 4.7% CAGR(2017-19)
value
Essa Pineapple And Grapefruit Beer Gletscher Brau Beer Krusovice Kralovska 10 Light Beer
Ukraine, Jun 2019 VIEW DETAILS Switzerland, Jun 2019 VIEW DETAILS
Czech Republic, Jun VIEW
DESCRIPTION Pasteurized, special lager beer DESCRIPTION Lager beer with 4.8% alcohol by
with pineapple and grapefruit flavor, in a 500ml volume, in a 500ml aluminum can. 2019 DETAILS
aluminum can.
DESCRIPTION Light pasteurized beer
with 4.2% alcohol by volume, in a
500ml aluminum can.
Source: Innova Database 2019
Beer
Beer NPD is on an upward trend during 2015 to 2019(E)
• Booming demand for craft beers, regional specialties (Japanese rice beer, Italian • In terms of beer subcategory sales, volume growth is greater than the value
Pilsner), exotic formulations (berry muffin, ice cream), floral and botanical growth during 2015 to 2019(E) and value and volume growth for beer
extracts, popularity of brut IPA, sour flavors, low and no calorie/alcohol brews, subcategory averaged at 3.5% and 4.3%, respectively.
attractive and on-the-go packaging are powering the NPD growth.
For 2019 product launches are extrapolated, sales value and volume are forecasted
Cider
Cider NPD exhibited a fluctuating trend
• Popularity of ciders, low and no alcohol options, appetite for fruity ciders, • The market achieved its strongest performance in 2016, when it grew by 43%
premiumized berry and floral variants, cocktail themed versions, craft ciders, over its previous year and its weakest performance in 2017, when it fell by
fine ciders highlighting terroir and convenient packaging are fuelling the NPD -23% over 2016.
growth of cider subcategory.
Figure 7 | Growth in Cider new product launches vs value & consumption
For 2019 product launches are extrapolated, sales value and volume are forecasted
Positioning
Trends
Traditional is the leading positioning for beer and cider NPD
• Traditional and gluten free, featuring in the top 5 claims, are gaining • Apart from the top 5 claims, other positionings growing in popularity in H1
prominence due to both strong growth and penetration in H1 2019. 2019 are: natural, low sugar, low calorie, vegetarian, GMO free and no
additives/preservatives.
Figure 8 | Top 5 positionings for Beer & Cider
What’s trending across regions? Figure 9 | Top 5 positionings as % of Beer & Cider launches tracked, by region (H1 2018 - H1 2019)
•Europe: natural, low sugar, sugar free, low calorie Europe 15% 7% 8% 3% 5%
Percentages may be greater than 100% due to multiple positionings per product
Somersby Cider With Blueberry Stiegl Hausbier Zolibat Triple Beer Steinbeck Cerveja Extra: Extra Beer
Juice Austria, Apr 2019 VIEW DETAILS Brazil, Mar 2019 VIEW DETAILS
DESCRIPTION Triple beer with 8.2% alcohol by DESCRIPTION Extra beer with 5.3% alcohol by
Ukraine, May 2019 VIEW volume, in a 750ml glass bottle. This traditional volume, in a 600ml glass bottle. Contains 5.3%
DETAILS beer style shines in radiant amber with lush foamy alcohol by volume. Malt and imported hops.
mountains. Traditional export.
DESCRIPTION Somersby with
blueberry juice combines traditional
Source: Innova Database 2019
apple sweet notes with refreshing
berry sourness, in a 500ml glass bottle. 18 INNOVA MARKET INSIGHTS
Familiar seasonal/in-out launches
Black Oak Brewing Co Nox Aeterna Smoked Newstead Brewing Co Cyclone Season Summer Stem Ciders Off Dry Chile Guava Apple Cider
Oatmeal Stout Lager Beer
United States, Jan 2019 VIEW DETAILS
Canada, Mar 2019 VIEW DETAILS Australia, Feb 2019 VIEW DETAILS
DESCRIPTION Chile guava apple cider infused
DESCRIPTION Strong and oaky on the palate, DESCRIPTION Cyclone season summer lager with with guajillo chillies, in a 355ml easy-to-open
dark as night in color, the Nox Aterna smoked 4.9% alcohol content, in a 375ml aluminum can. aluminum can. Crafted with fresh pressed apple juice,
oatmeal stout is brewed seasonally using flaked Malt flavors in the background, and a yeast character guava and a guajillo chilli infusion. Gluten free.
oats and locally roasted coffee. flat on the ground. Seasonal product. Off dry cider.
Elbler Flut Frisch Vom Deich Dupont Biere De Miel Biologique: Organic Aspall Suffolk Organic Cyder
Honey Beer
Stark Bio Cider: Strong Organic United Kingdom, Mar VIEW
Italy, May 2019 VIEW DETAILS
Cider 2019 DETAILS
DESCRIPTION Organic beer with honey, in a
3300ml glass bottle. Contains 8% alcohol by DESCRIPTION A chewy and earthy organic
Germany, May 2019 VIEW cider with a rustic quality, and an extra
volume. Organic.
DETAILS astringency from the tannins. Organic
certification GB-ORG-05 EU/Non-EU
DESCRIPTION
Source: Strong,
Innova Database 2019pure, Agriculture.
handmade cider with a fresh-dry
21 INNOVA MARKET INSIGHTS
taste, in a 330ml glass bottle. Real
category review
Flavor Trends
Highly fragmented flavors; fruit flavors are prominent
What’s trending across regions? Figure 11 | Top 5 flavors as % of Beer & Cider launches tracked, by region (H1 2018 - H1 2019)
Bud Light Lemon Tea Lager Savanna Non Alcoholic Lemon Cider
Redds Mango I Cytrina: Mango
United States, Jun 2019 VIEW DETAILS And Lemon Beer South Africa, Apr 2019 VIEW
DESCRIPTION A unique twist on America’s DETAILS
favorite light lager. It’s brewed on real lemon peels Poland, Jun 2019 VIEW
and then aged on real tea leaves for a refreshing DETAILS DESCRIPTION Unapologetically bold,
lemon tea taste in every sip. Savanna Lemon gives you the same crisp
DESCRIPTION Mango and lemon taste of Savanna Cider without the alcohol.
beer with 4% alcohol content, in a It's tangylemon zing is the perfect option for
Source: Innova Database 2019 any time or occasion and it's available at
glass bottle. The combination of the leading retailers across SA.
sweetness of the tropics and 25 INNOVA MARKET INSIGHTS
Raspberry flavor shares the lead
Okocim Radler Malina Z Borowka Founders Rubaeus Pure Raspberry Ale Wayward Brewing Raspberry Berliner Weisse
Amerykanska: Radler With United Kingdom, Feb 2019 VIEW DETAILS Dry And Refreshing Sour Ale
Raspberry And Blueberry DESCRIPTION Pure raspberry ale with 5.7% Australia, Jan 2019 VIEW
alcohol by volume, in a 355ml aluminum can. DETAILS
Poland, Jun 2019 VIEW Contains 5.7% alcohol by volume. Contains 2 UK
DETAILS DESCRIPTION This ridiculously refreshing
units of alcohol.15 UBUs.
beer is Wayward Brewing's take on the classic
DESCRIPTION Radler with a mix of Berliner Weisse style. Bursting with bright
Okocim beer with lemonade flavored raspberry flavors, balanced by zippy tartness
Source: Innova Database 2019
with raspberry-blueberry, in a 500ml and a crisp, dry finish.
aluminum can. 26 INNOVA MARKET INSIGHTS
Emerging blood orange flavor
Bulmers Zesty Blood Orange Cider 10 Barrel Brewing Co Blood Orange IPA Vocation Twisted Sour Valencia And Blood
Orange Sour Beer
United States, Jun 2019 VIEW DETAILS
United Kingdom, Jun 2019 VIEW DETAILS
DESCRIPTION This juicy, citrus infused IPA was
Norway, Jun 2019 VIEW brewed with a huge dry hop addition of Simcoe, DESCRIPTION Valencia and blood orange sour
DETAILS Mosaic and Equinox hops to proved an enticing hop beer in a 440ml aluminum can. This is the super-
aroma. Subtle sweetness from blood orange juice crisp, teasingly twisted taste of summer.
DESCRIPTION A refreshing apple and zest balance the aggressive hop flavor and
cider fermented naturally from finest aroma.
applesInnova
Source: withDatabase
zesty blood
2019 orange
flavor, in a 500ml glass bottle.
27 INNOVA MARKET INSIGHTS
What's next - 5 things that could shape/impact the beer and cider
subcategory
The beer and cider market is relatively mature, with the predominant beer market in particular now significant in most parts
Upward NPD trend despite mature of the world. It accounted for 41% of alcoholic beverage sales value in 2019, while its share of NPD varied from 55% in
market North America to 33% in MENA. It has seen a consistent upward trend over the 2015 to 2019 period, with a CAGR of
14.4%, only slightly behind the 15.2% achieved by the alcohol category as a whole.
Beer is a much larger and more developed market than cider, accounting for 93% of NPD in H1 2019. It dominates in all
Beer dominates and leads growth, with regions, although share varies from 100% in MENA to 84% in Australia/NZ. Interest in cider is still largely focused in the
cider focused on the developed regions developed markets, with the share of cider peaking at 16% in Australia/NZ (from a small base), but also relatively strong in
Europe on 9%.
The top three positionings for H1 2019 are traditional, seasonal/in-out and indulgent & premium, used for 14%, 11% and 7%
Traditional, limited edition and of launches, respectively. Their popularity does vary according to region, however, with traditional leading in Europe and
premium products popular Latin America, seasonal/in-out in North America and Australia/NZ and indulgent & premium in Asia and MENA.
Organic is the number five positioning for H1 2019, reflecting the ongoing interest in clean labelling, while natural, GMO
Interest in clean label, free from and free and no additives/preservatives claims are also rising, but from a smaller base. The other main area of interest are free
low and light options from (gluten free and vegetarian) and low and light options, with low sugar and low calorie positionings increasingly in
evidence, although from a low base outside the top five.
The majority of the beer and cider subcategory remains unflavored, with flavor use largely focusing on fruit flavored beer
and cider. Flavor use is fragmented, however, with none of the top five flavors (lemon, raspberry, grapefruit, cherry and
Fruit leads fragmented flavors lime) used for more than 1% of H1 2019 launches. While lemon remains particularly popular in the emerging regions, newer
styles such as raspberry now lead in developed markets such as North America and Europe and more exotic fruit flavors are
also in evidence.