The latest report on the global craft beer innovation market (2019)

Posted by lindali on October 17th, 2018

Five years ago, the North American market dominated the global craft beer industry, with retail-based craft beer products accounting for 52% of the total – compared with 29% in Europe. The situation is now turning over: North America accounts for 19% and Europe accounts for 54%. This change is reflected in Mintel's top ten markets for all-skilled beer innovation.

According to Mintel's statistics, among the 10 countries where craft beer innovation is leading, the United States remains the most innovative single market for the global craft beer industry. The craft beer retail products launched in 2018 account for 17% of the world; but others 6 The most innovative markets (Sweden, Norway, UK, France, Spain, Italy) come from Europe; in addition, Brazil's performance in this area is also surprising, the country's craft beer retail products accounted for 9% of the world, It is the second most innovative country in the craft beer industry.

Other markets on the list are Japan (3%) and Mexico (3%).

The world's top ten craft beer innovation market (2018 data)

Europe

According to Jonny Forsyth, deputy director of the Food and Beverage Division of Mind, the enthusiasm for craft beer from the United States to the UK in the past few years has now spread throughout the European continent. One of them is because beer has always been in the cultural center of some European countries, and on the other hand Europeans are looking for new products that are more exciting than regular beer.
 
“Although markets such as Germany, Belgium and the Czech Republic are still dominated by domestic beer styles in terms of innovation, consumer interest in craft beer already exists and offers manufacturers plenty of opportunities.”
 
European beer drinkers are happy to experiment with different styles of craft beers: such as Indian pastel ale or other light beer (which is commonplace in the mature British craft beer market). About half of European consumers also believe that craft beer is worth the extra money.
 
Forsyth said: “The craftsmanship is a “new premium” for beer, and consumers are willing to pay higher prices for smaller batches, hand-made products, rather than mass-produced products. “For these consumers, craftsmanship The beer greeted the past and catered to its desire for a new experience, offering a new flavor of beer that has never been drunk. ”
 
What is the craft?

In the United States, the Brewers Association places great emphasis on distinguishing the beer of a small independent brewery from that of a multinational company. It is clearly defined as: an American craft brewery should produce no more than 6 million barrels of beer a year, and the shares that can be owned or controlled by members of the beverage brewing industry are less than 25%, and the member itself is not a craft brewer. .
 
However, according to Mintel's research, European consumers are not too concerned about the difference between “real” craft beer (produced by a small independent brewery) or “fine brew” brand (owned by a large multinational brewer). . Nearly half of the Spanish beer drinkers (45%) said it was unclear what made the brewing of the beer; although less than one-fifth (17%) of the German beer consumers said that if a craft brand came from a family Big companies, this will affect their purchase decisions.
 
Mintel believes that this is a formidable challenge for real craftsmen.
 
But in the more mature British craft beer market, consumers really want to know more about the beer they drink. Two-fifths (44%) of the beer drinkers in the UK want to see a craft beer certification system.

Forsyth said: “The term 'fine brewing' lacks a formal definition, enabling large breweries to take advantage of this wave of brewing craze, or take the opportunity to launch a craft-flavored beer, or take the opportunity to acquire a craft brewery. The true meaning of “finishing” for this industry. The practice of large brewers absorbing lucrative small craft companies has yet to show signs of slowing down. An industry-wide definition may be helpful for both small manufacturers and Europe. Consumers are welcome because many beer consumers want higher levels of detail and more help when experiencing products in this area."
 
A growing market: Brazil
 
In 2018, Brazil's craft beer has reached 9% of the world, making it the second most creative beer brewing country in the world.
 
Forsyth analyzes this: “One of the reasons why Brazil is so innovative in craft beer is that its beer industry has been very homogenous and dominated by large brewers... this means that consumers lack product selectivity, Fun beer innovations and high-end beer options."
 
“These are precisely the market conditions in which the United States produced the craft beer revolution during the 1980s and 1990s, and Brazil is now undergoing a similar process.”

“Under these market conditions, consumers are basically frustrated by the lack of choice, so they are more likely to welcome the segmentation of the innovation, quality tips and product diversity.”

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