Beverages: Beer Sales Buck Trends: Stouts and Non-Alcoholic Options See Growth

Why it is the topic trending: Despite Overall Dip, Stout and Non-Alcoholic Beers Show Sales Growth

• While overall beer consumption is reportedly dropping, certain styles like stouts and the low/no-alcohol category are experiencing growth in sales.

• This indicates a shift in consumer preferences, with a continued demand for quality pints alongside increasing interest in moderation and specific beer styles.

Overview: Stout's Strong Performance and Non-Alcoholic Beer's Steady Rise Highlight Beer Market Trends

Despite challenges facing the beer industry in 2025, including a decline in consumption across age groups, certain segments are showing positive growth. Stout sales have seen a considerable increase, and the low and no-alcohol beer market continues its steady upward trajectory. This suggests that while the overall beer market navigates evolving consumer habits and economic pressures, specific styles catering to diverse preferences are thriving.

Detailed findings: Stout Sales Soar and Non-Alcoholic Beer Market Continues to Expand

• Serena Smith of Heineken UK noted a drop in beer consumption across all age groups.

• CGA figures cited by Smith showed a 4.9% growth in value for wet-led pubs in Scotland.

• Kingfisher Drinks' research indicated that a significant number of 25-to-34 year-olds are looking for new beer products.

• Stout sales in the UK have grown year-on-year, increasing from 8% share by value four years ago to 13% now.

• Stout is stocked in 72% of on-trade outlets and is worth an average of £24k per year to a pub.

• The Guinness shortage in the previous year opened opportunities for other stout brands.

• The low and no-alcohol beer market in Scotland has grown by £4.5m in the past year, reaching a value of £16.9m.

• Kingfisher Drinks reported a continuous upward trend in customers seeking no and low-alcohol products.

• Global consumer research from IWSR highlighted the increasing importance of taste, availability, brand, and category awareness for low and no-alcohol beers.

Based on the article, stout beer is experiencing sales growth for several reasons:

• Complex Flavor Profile: Stout offers a more complex and diverse flavor experience, appealing to consumers seeking something beyond traditional lagers. The article mentions a "more complex flavor profile" as a reason consumers enjoy it.

• Consumer Favorite Ritual: The "pouring ritual" associated with stout has become popular with consumers.

• Opportunity from Market Shifts: The reported Guinness shortage in the previous year created an opening for other, lesser-known stouts to gain popularity. This encouraged drinkers to explore "bolder styles" and "complex, barrel-aged stouts" found a new audience.

• Adds Diversity to Beer Selection: Stocking stout provides variety in a pub's beer offerings.

Based on the article, non-alcoholic beer is experiencing sales growth due to the following reasons:

• Desire to Adopt a Healthier Lifestyle: The desire to adopt a healthier lifestyle, including reducing alcohol consumption, remains high among consumers.

• Trend of Moderation and Considered Lifestyle Choices: Consumers are increasingly making considered lifestyle choices, with low and no-alcohol options growing significantly in popularity.

• Growing Trend: The article explicitly states that the trend of customers increasingly looking for no and low-alcohol products "only seems to be heading in one direction" and is expected to continue growing in importance.

Key success factors of product (trend): Unique Characteristics and Evolving Consumer Preferences Drive Growth

• Stout's Rich Flavor Profile: Stouts offer a more complex and diverse flavor experience, appealing to consumers seeking something beyond traditional lagers. The "pouring ritual" also adds to its appeal.

• Opportunity from Market Shifts: The Guinness shortage created an opening for other stouts to gain market share and attract new customers.

• Growing Health Consciousness: The increasing consumer focus on health and well-being is fueling the demand for low and no-alcohol beer options.

• Desire for Variety and New Experiences: Younger consumers, particularly those aged 25-34, are actively seeking out new and different beer products beyond standard lagers.

Key Takeaway: Stout and Non-Alcoholic Beers Defy Overall Market Dip with Sales Growth in 2025.

Main trend: Beer Market Diversifies: Premium Stouts and Health-Conscious Options Gain Favor

Description of the trend (please name it): The Dual Growth Niche: This trend describes the increasing popularity and sales growth of both stout beers (often perceived as premium and flavorful) and low/no-alcohol beers (catering to health and moderation trends) within a broader beer market that is facing overall consumption decline.

What is consumer motivation: Drinkers Seek Flavorful Indulgence or Healthier Alternatives

• Stout Drinkers: May be seeking richer, more complex flavors and a more indulgent experience when choosing beer. The ritual of pouring a stout can also be part of the enjoyment.

• Low/No-Alcohol Drinkers: Are motivated by health and wellness concerns, a desire for moderation, or the need for non-alcoholic options for various occasions, while still wanting a beverage that tastes like beer.

What is driving trend: Evolving Tastes, Health Consciousness, and Strategic Marketing

• Shifting Palates: Consumers are becoming more adventurous and sophisticated in their beverage choices, leading to increased interest in stouts.

• Health and Wellness Movement: The ongoing trend of prioritizing health and well-being is a key driver for the growth of the low and no-alcohol sector.

• Smart Pub and Bar Management: Venues that offer a diverse and regularly refreshed beer selection, including stouts and non-alcoholic options, are better positioned to attract customers.

• Addressing Specific Consumer Needs: Recognizing the desires of older generations for familiarity and younger generations for new trends allows for targeted offerings.

What is motivation beyond the trend: Social Inclusion and Experiential Consumption

• Low/No-Alcohol for Social Inclusion: Providing appealing non-alcoholic options ensures that individuals choosing to abstain from alcohol can still participate fully in social drinking occasions.

• Stout as an Experience: The unique flavor profile and serving ritual of stout can make it a more experiential choice for consumers seeking something special.

Description of consumers article is referring: Beer Drinkers Seeking Quality, Variety, and Healthier Options

The article refers to:

• Beer consumers across all age groups, with a noted decline in overall consumption.

• Older generations who prefer familiar beer brands.

• Younger generations (25-to-34 year-olds) who are looking for new and different beer products and are more open to craft options.

• Consumers who are increasingly interested in low and no-alcohol beers for health reasons.

• Stout drinkers who appreciate the complex flavor profiles of dark beers.

Consumer Profile: Diverse Beer Drinkers Valuing Choice, Flavor, and Well-being

Conclusion: Based on the article, the consumers shaping the current beer trends are a diverse group. Older drinkers often stick with familiar lagers, while younger adults are more adventurous and seek craft options. Notably, there's a growing segment of health-conscious individuals driving the demand for low and no-alcohol beers, and a consistent audience that appreciates the rich and complex flavors of stouts.

• Who are them: A wide range of beer drinkers, segmented by age and preference (lager drinkers, craft beer enthusiasts, stout lovers, health-conscious individuals seeking low/no-alcohol options).

• What kind of products they like: Classic lagers, craft beers (especially for younger consumers), dark beers (stouts), and a variety of low and no-alcohol beer options.

• What is their age?: Spans across all adult age groups, with specific preferences noted for older (35-55+) vs. younger (25-34) demographics.

• What is their gender?: Not specified in the article; beer consumption generally appeals across genders.

• What is their income?: Not specified; preferences for different beer styles likely exist across various income levels.

• What is their lifestyle: Ranges from traditional pub-goers to individuals prioritizing health and moderation in their beverage choices.

• What are their shopping preferences in the category article is referring to: They shop at pubs, bars, and retail outlets, looking for both familiar favorites and new, interesting options. Taste, brand, and availability are key factors, especially for low/no-alcohol beers.

• Are they low, occasional or frequent category shoppers: Likely a mix, with some being regular beer drinkers and others consuming it more occasionally.

• What are their general shopping preferences-how they shop products, shopping motivations: They are likely influenced by familiarity, recommendations from bartenders or friends, seasonal offerings, and a desire to match their beverage choice to the occasion and their lifestyle.

Conclusions: Beer Market Responds to Evolving Tastes and Health Trends with Diverse Offerings

The beer market in 2025 is clearly adapting to changing consumer preferences. While overall consumption may be down, the growth in specific niches like stouts and non-alcoholic beers demonstrates that drinkers are seeking quality, variety, and options that align with their lifestyles, whether it's indulging in a flavorful stout or choosing a healthier, alcohol-free alternative. Publicans and retailers need to pay attention to these evolving tastes to ensure they are offering the right range of products to meet the diverse demands of their customer base.

Implications for brands: Offer a Diverse Range Including Stouts and Low/No-Alcohol Options

• Capitalize on Stout Growth: Beer brands should consider expanding their stout offerings to meet increasing consumer demand.

• Invest in Low/No-Alcohol Beers: The growing market for non-alcoholic and low-alcohol options presents a significant opportunity for brands to innovate and cater to health-conscious consumers.

• Refresh and Diversify Regularly: Offer a variety of beer styles and seasonal options to attract younger, more adventurous consumers.

Implication for society: Health and Moderation Continue to Influence Drinking Habits

• Growing Acceptance of Non-Alcoholic Options: The increasing popularity of low and no-alcohol beers reflects a broader societal trend towards moderation and healthier lifestyles.

• Sophistication in Beer Choices: Consumers are becoming more discerning and interested in exploring different beer styles beyond traditional lagers.

Implications for consumers: Wider Variety of Beer Styles and Alcohol Content Levels Available

• More Choice in Stouts: Consumers can expect to see a greater selection of stouts, including more unique and barrel-aged options.

• Expanding Low/No-Alcohol Selection: The market will likely offer a wider range of flavorful and appealing non-alcoholic and low-alcohol beers.

Implication for Future: Expect Continued Growth in Niche Beer Markets and Focus on Quality

• Stout Segment to Remain Strong: The demand for stouts is likely to continue its upward trend.

• Low/No-Alcohol Market to Expand: The non-alcoholic beer sector will likely become an even more important part of the overall beer market.

Consumer Trend (name, detailed description): Mindful Indulgence in Beer: Consumers are increasingly seeking out beers that offer either a more indulgent and flavorful experience (like stouts) or align with a mindful approach to alcohol consumption (like low/no-alcohol options).

Consumer Sub Trend (name, detailed description): Flavor Exploration in Dark Beers: There's a growing interest among beer drinkers in exploring the diverse and complex flavor profiles offered by dark beers, particularly stouts.

Big Social Trend (name, detailed description): Health and Wellness Driving Beverage Choices: Societal emphasis on healthier lifestyles is significantly influencing the types of beverages consumers are choosing.

Worldwide Social Trend (name, detailed description): Global Growth of Low and No-Alcohol Beverage Market: The trend of consumers seeking lower or zero alcohol options in their drinks is a growing global phenomenon.

Social Drive (name, detailed description): The Pursuit of Both Flavorful Experiences and Healthier Lifestyles

Learnings for brands to use in 2025: Cater to Diverse Needs: Offer Both Indulgent and Health-Conscious Beer Options

• Emphasize Flavor and Quality in All Offerings: Regardless of alcohol content, focus on delivering high-quality and flavorful beers.

• Segment Your Product Range: Offer a clear distinction between richer, more indulgent options and healthier, low/no-alcohol alternatives.

• Educate Consumers on Variety and Taste: Help consumers understand the diverse flavors available within different beer styles, including stouts and non-alcoholic options.

Strategic Recommendations for brands to follow in 2025: Embrace Diversity in Beer: Breweries and pubs should strategically cater to the growing demand for both premium stouts and low/no-alcohol beers by offering a diverse and high-quality range to meet evolving consumer preferences for indulgence and health.

The main trend is the diversification of the beer market with growth in stouts and low/no-alcohol options, and brands and companies in 2025 should leverage this by offering a diverse range of high-quality beers, catering to both consumers seeking flavorful indulgence in stouts and those prioritizing health and moderation with low/no-alcohol alternatives.

Final Note:

• Core Trend: Diversification of Beer Preferences.

• Core Strategy: Offer a Range of Styles Including Stout and Non-Alcoholic.

• Core Industry Trend: Adapting to Health and Flavor Trends.

• Core Consumer Motivation: Seeking Flavorful Indulgence or Healthier Options.

Final Conclusion: The Beer Market in 2025 Reflects a Dual Consumer Desire for Rich Flavor and Health-Conscious Choices

The trends in the beer market for 2025 clearly indicate a divergence in consumer preferences. While overall consumption may be dipping, the significant growth in stout sales highlights a segment seeking rich, complex flavors and a more indulgent beer experience. Simultaneously, the steady rise of the low and no-alcohol market underscores the increasing importance of health and moderation in beverage choices. For breweries and pubs, the key to success lies in recognizing and catering to this dual demand by offering a diverse and high-quality range of beers that satisfy both the desire for flavorful indulgence and the growing inclination towards healthier alternatives. This nuanced approach will be essential for navigating the evolving landscape of the beer market in the years to come.

Core Trend Detailed: Dual Growth in Beer: Stout's Richness and Non-Alcoholic's Health Appeal

The core trend detailed in the article is the simultaneous growth in sales of stout beers and low/no-alcohol beers within a broader beer market experiencing an overall decline in consumption. This indicates a diversification of consumer preferences, with some drinkers drawn to the complex and often premium flavors of stout, while others are increasingly opting for healthier, alcohol-free alternatives.

Key Characteristics of the Core trend: Divergent Growth, Flavor Preference, Health Focus, Market Opportunity

• Divergent Growth: While overall beer sales are down, stout and non-alcoholic beers are showing positive sales trends.

• Flavor Preference: The increase in stout consumption suggests a demand for richer, more complex beer flavors.

• Health Focus: The growth of the low/no-alcohol sector is driven by consumers prioritizing health and moderation.

• Market Opportunity: These trends present distinct opportunities for breweries and pubs to cater to specific consumer segments.

Market and Cultural Signals Supporting the Trend: Sales Figures, Consumer Surveys, and Industry Insights

• Reported Sales Growth: Heineken UK's data on stout sales and the growth of the low/no-alcohol market in Scotland provide direct evidence of this trend.

• Consumer Surveys: Kingfisher Drinks' research highlights the interest of younger consumers in new beer products, including non-alcoholic options.

• Industry Expert Opinions: Comments from brewers and industry representatives underscore the importance of catering to these specific market segments.

How the Trend Is Changing Consumer Behavior: More Discerning Choices Based on Flavor and Lifestyle

• Seeking Specific Beer Experiences: Consumers are becoming more intentional in their beer choices, seeking out styles that match their desired experience or lifestyle.

• Balancing Indulgence with Health: Drinkers are increasingly looking for ways to enjoy beer while also maintaining a focus on their health and well-being.

Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers): Tailoring Offerings to Varied Preferences

• For Brands and CPGs: Opportunity to innovate and offer a wider range of beer styles and alcohol content levels to meet diverse consumer demands.

• For Retailers: Need to stock a balanced selection of beers, ensuring sufficient options for both stout enthusiasts and those seeking low/no-alcohol alternatives.

• For Consumers: More choices available that cater to specific flavor preferences and lifestyle considerations.

Strategic Forecast: Expect Continued Growth in Stout and Low/No-Alcohol Beer Segments

• The trend of consumers seeking either richer, more flavorful beers like stout or healthier, low/no-alcohol options is likely to persist and potentially strengthen in the coming years.

• Breweries and pubs that effectively cater to these growing niches will be well-positioned for success.

Areas of innovation (implied by article) : Barrel-Aged Stouts, Craft Non-Alcoholic Beers, Seasonal Dark Beer Offerings, Hybrid Styles

• Barrel-Aged Stouts: Breweries can continue to innovate within the stout category by offering unique barrel-aged variants with complex flavor profiles.

• Craft Non-Alcoholic Beers: Focusing on taste and quality in the non-alcoholic sector can attract consumers who might have previously avoided these options.

• Seasonal Dark Beer Offerings: Capitalizing on seasonal trends with darker, malt-forward beers can increase interest during cooler months.

• Hybrid Styles: Exploring the creation of beer styles that blend characteristics of stouts with lower alcohol content could appeal to a broader audience.

Final Thought (summary): The Beer Market of 2025 Demonstrates a Consumer Base Seeking Either Richness and Complexity or Health and Moderation in Their Drink Choices

The current trends in the beer market, with the concurrent growth of stout and low/no-alcohol options, clearly illustrate a diversifying consumer landscape. Drinkers are increasingly making choices based on either a desire for intense flavor and a premium experience, as seen in the rise of stout, or a commitment to health and moderation, fueling the expansion of the non-alcoholic beer sector. This dual growth signifies a market that is becoming more nuanced, requiring breweries and pubs to offer a wider array of high-quality options to satisfy these distinct and evolving consumer preferences.

Source: https://sltn.co.uk/2025/07/07/stouts-and-non-alcs-are-among-the-beer-styles-now-growing-sales/