Craft beer fatigue

A constant bombardment of new craft launches and new flavours has left consumers feeling overwhelmed with choice, according to data and analytics company GlobalData.

The company’s report, Snapshot of Beer and Cider Innovation Trends, explains that more than half (57%) of beer and cider consumers in Asia-Pacific (APAC) are turning to new experiences instead of new products for excitement. It suggests that future success for brewers and cider makers could depend on finding ways to deliver new ‘consumption memories’, as opposed to creating more products.

In addition, 46% of consumers in APAC say that marketing buzzwords such as ‘craft’ and ‘artisanal production’ are used as an excuse for producers to charge more for their alcoholic beverages.

“Craft beer may have become too mainstream for its own good and overuse of the word ‘craft’ could lead to a consumer backlash,” comments Tom Vierhile, director of innovation insights at GlobalData. “Consumers do remain open to new consumption experiences and are also making healthier choices. We could easily see the industry pivot towards this innovation pillar in the months and years to come.”

Healthiness is considered more important to APAC consumers, with 51% of respondents find health claims to be influential when choosing with alcoholic drinks to enjoy, which compares to 38% of consumers globally. In addition, 53% of APAC consumers say that they are planning on cutting down on alcohol consumption for health reasons, compared to 37% of consumers globally.

“Consumers, especially younger consumers, are increasingly drawn to the more healthful food and drink options, and this will influence beer and cider innovation over time,” adds Vierhile. “Consumers still want to treat themselves and we think there are plenty of opportunities for products that target special occasions or are intended to be served with specific meals.”

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