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Insight of the Day: Less is more | In focus: Beer and cider


  • The beer and cider market is experiencing a shift towards premiumization, with consumers opting for higher-quality products even amidst the cost-of-living crisis.

  • World beers, craft beers, and premium ciders are showing growth, while standard lagers and mainstream ciders are declining.

  • Consumers are prioritizing quality and authenticity over quantity and quirky flavors.

  • Multi-packs and larger formats are gaining popularity in the convenience sector due to perceived value for money.

  • Chilled availability is crucial for impulse purchases, especially in independent stores.

  • Low and no alcohol options are becoming increasingly important as consumers seek to moderate their alcohol intake.

Key Takeaway:

The beer and cider market is evolving, with a clear trend towards premiumization and a focus on quality, authenticity, and convenience. Brands and retailers need to adapt their strategies to cater to these changing consumer preferences.


Premiumization is the dominant trend in the beer and cider market, driven by consumers' willingness to pay more for better quality and authentic products.


  • The cost-of-living crisis has not deterred consumers from seeking out premium drinks, as they view them as affordable luxuries.

  • Independent stores have an opportunity to capitalize on the crossover appeal of craft beers and premium bottled ales to attract a wider range of customers.

  • Offering chilled products, a variety of pack formats, and low/no alcohol options is crucial for success in the convenience sector.

Implications for Brands:

  • Focus on developing high-quality, authentic products with a clear brand identity.

  • Offer a diverse range of products to cater to different tastes and preferences.

  • Invest in marketing campaigns that highlight the premium nature of your products.

  • Prioritize chilled availability and a variety of pack formats, especially in independent stores.

  • Explore opportunities in the growing low and no alcohol segment.

Implications for Retailers:

  • Ensure a well-curated selection of premium beers and ciders, including craft options and world beers.

  • Offer a variety of pack formats, including multi-packs and larger sizes, to cater to different occasions and budgets.

  • Maintain a well-stocked and chilled selection to encourage impulse purchases.

  • Dedicate shelf space to low and no alcohol options to cater to the growing demand for healthier choices.

  • Understand your target audience and their purchasing power to tailor your product offering accordingly.


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