100 billion yuan market! The non-alcoholic beer beverage track broke out! The giants have stepped up

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China Research Network

In recent years, with the increasing health awareness of the world, non-alcoholic beer and low-alcohol beverage products are gradually gaining the favor of the market. The recent decision of Asahi Brewery, Japan's largest brewer, also reflects this trend.

Non-alcoholic beer is a special type of beer that has a very low alcohol content, usually no more than 0.5%. In the production of this drink, most of the alcohol is removed by special technical means, but the original flavor and texture of the beer are preserved. Therefore, alcohol-free beer is an ideal choice for people who want to enjoy the flavor of beer but don't want to consume alcohol.

Asahi Brewery's decision to develop zero- and low-alcohol beverage offerings is undoubtedly a testament to the huge potential of this market. Looking at industry data, the market for alcohol-free beer is growing rapidly. On the one hand, more and more consumers are paying attention to healthy eating, and reducing alcohol intake has become an important consideration for them. On the other hand, some specific groups, such as drivers, athletes, etc., also have a special demand for non-alcoholic beer.

In addition, the continuous innovation in taste and flavor of non-alcoholic beer has also won it more market share. Compared to traditional beer, non-alcoholic beer may be more refreshing in taste, and also have more flavor options, such as fruity, herbaceous, etc. These innovations make non-alcoholic beer more in line with the taste needs of modern consumers while maintaining the original flavor of beer.

This decision of Asahi Brewery Company will undoubtedly promote the further development of the non-alcoholic beer market. As the company increases its R&D and promotion of non-alcoholic beer and low-alcohol beverage products, it is expected that this market will show a more prosperous scene in the future. At the same time, it will encourage other brewers to take note of this market trend and join the competition for non-alcoholic beer and low-alcohol beverage products.

According to the display released by the China Research Institute of Puhua Industry Research Institute:

Recently, as more and more consumers have begun to pay attention to health, non-alcoholic beers have attracted attention, which refers to those beer beverages that are non-alcoholic or have a particularly low alcohol content.

Since its inception, non-alcoholic beer has been in the awkward position of being like alcohol but not alcohol. However, recent industry data and statements from beverage giants show that the sub-category of non-alcoholic beer is gradually becoming a new consumer trend in the beer industry.

According to the latest data from IWSR, an international wine and spirits research organization, the market value of non-alcoholic and low-alcohol beer has exceeded 13 billion US dollars (about 94 billion yuan) in 2023, and the share of non-alcoholic beer in the overall alcohol market is expected to grow to nearly 4% by 2027.

Another tracking report by IWSR points to a growing trend among younger generations of consumers who do not drink alcohol or only moderate alcohol consumption. According to the report, a significant proportion of young consumers who have reached the legal drinking age in the world's major beer consumption markets are now completely non-alcoholic, with Japan having the highest rate of young consumers not drinking, with 63% of consumers aged 18 to 26 claiming not to have drunk alcohol in the past six months.

According to IWSR's chief operating officer, this trend of moderate drinking is becoming popular not only in Japan, but also in North America, Europe, and Asia. Some analysts pointed out that this phenomenon belongs to the generational difference in the beverage industry.

Edward Mundy, beverage industry analyst at Jefferies Group, an American investment bank: Young people still drink alcohol, but maybe less often, with a lower alcohol concentration, and young people don't necessarily like to drink the drinks that their parents love, and we often see generational differences in the beverage industry, and I think sweet drinks are more popular with young people now.

In response to the trend of healthy consumption, many beverage giants have also begun to increase the size of non-alcoholic beer. The CEO of Asahi Brewery, Japan's largest brewer, recently made a bold prediction that zero- or low-alcohol beverages will account for half of the company's sales by 2040. Previously, in an interview with CNBC, Suntory's CEO also said that Suntory has observed new consumer trends and launched more zero-alcohol and low-alcohol beverages for consumers to choose from.

The manufacturing methods of non-drunk beer at home and abroad can be divided into two categories: the restricted fermentation method and the dealcoholization method after normal fermentation. It is a carbon dioxide-containing liquor brewed with barley as the main raw material, rice as an auxiliary material, hops, saccharification, special yeast is used in the fermentation process, and the alcohol content is similar to beer in the process by using a special process fermentation method, the alcohol content is below 0.5%, and the non-alcoholic beer is similar to beer in terms of product characteristics, raw materials and production processes. In recent years, research on non-drunk beer has progressed rapidly, with continuous technological innovation and the emergence of production methods. There are two main types of methods that are valued by the majority of scientific and technological workers: restricted fermentation method and normal fermentation dealcoholization method.

Younger generations are more likely to opt for non-alcoholic beers for social needs rather than traditional high-alcohol beers. This shift in consumer trends has driven the rapid growth of the non-alcoholic beer market. In some countries where the non-alcoholic beer market is more mature, such as Germany and Spain, the market share of non-alcoholic beer has exceeded 10%, which further proves the broad prospects of the non-alcoholic beer market.

The development status of the non-alcoholic beer industry shows a positive growth trend. Here's a detailed analysis of the current state of the non-alcoholic beer industry:

Market size and growth: The non-alcoholic beer market is growing rapidly across the globe. According to the likes of Nielsen IQ and Business Wire, annual sales of alcohol-free beer are increasing year on year, far outpacing the average beer product. Especially in the U.S. market, the annual sales of non-alcoholic beer have increased significantly year-on-year, showing strong growth momentum. In addition, data from Zhiyan Consulting shows that the compound annual growth rate of China's non-alcoholic beer market is also high, and the market size is expanding.

Consumer demand: With the increasing health awareness, more and more consumers are paying attention to the health effects of alcohol intake. Non-alcoholic beer, as a low-alcohol or non-alcoholic beverage, meets the needs of this segment of consumers. Especially in certain occasions, such as driving, work, etc., non-alcoholic beer becomes an ideal substitute. In addition, the younger generation of consumers have a higher pursuit of novelty, fun and personalized drinks, which also provides a broad space for the development of the non-alcoholic beer market.

Brand and Competitive Landscape: Globally, a number of well-known brands have emerged in the non-alcoholic beer market, such as AB InBev, Heineken, Carlsberg, etc. These brands occupy a large market share in the non-alcoholic beer market, attracting a large number of consumers through continuous innovation and promotion. In the Chinese market, there are also a number of companies that have begun to set foot in the field of non-alcoholic beer, such as Yanjing Beer, Tsingtao Beer, etc. These companies are developing new flavors, packaging, and marketing strategies to increase brand awareness and market share.

Technology and innovation: The production technology of non-alcoholic beer is constantly innovating, through the use of special yeast method, limited fermentation method, thermal method and membrane method and other process methods, it can produce non-alcoholic beer with very low alcohol content but still good taste and flavor retained. In addition, some companies are constantly exploring new flavors and formulations to meet the diverse needs of consumers.

Market prospects: The non-alcoholic beer market has broad prospects. With the increasing global health awareness and the diversification of consumer demand, the market size of non-alcoholic beer will continue to expand. Especially in the Chinese market, with the development of the economy and the improvement of people's living standards, consumers' demand for healthy drinks will continue to increase. Therefore, the development prospect of non-alcoholic beer in the Chinese market is very promising.

In conclusion, the non-alcoholic beer industry is ushering in a golden age of rapid development. In the future, with the continuous advancement of technology and the continuous change of consumer demand, the non-alcoholic beer market will continue to maintain a strong growth momentum.

The market outlook for non-alcoholic beer and low-alcohol beverage products in China looks positive, mainly based on the following considerations:

Increasing health awareness: With the development of China's social economy and the improvement of people's living standards, people are paying more and more attention to health and wellness. Reducing alcohol intake and pursuing a healthier lifestyle has become a trend. Therefore, the market demand for non-alcoholic beer and low-alcohol beverages, as representatives of health drinks, is expected to continue to grow.

Laws and regulations: China's crackdown on drunk driving continues to intensify, which has also prompted some consumers to choose non-alcoholic beer and low-alcohol beverages as alternatives. Especially in some specific occasions, such as driving, work, etc., the consumption demand for non-alcoholic beer and low-alcohol beverages will be more obvious.

Diversification of consumer needs: Chinese consumers are becoming more and more diverse in their demand for beverages, and they are no longer satisfied with just traditional beverages. As an emerging beverage type, non-alcoholic beer and low-alcohol beverages have attracted more and more consumers to try their unique taste and flavor. At the same time, as the younger generation of consumers has become the main force in the market, they have a higher pursuit of novel, interesting and personalized drinks, which also provides a broad space for the development of the market for non-alcoholic beer and low-alcohol beverages.

Product innovation and marketing: Producers of non-alcoholic beer and low-alcohol beverage products are also constantly innovating and marketing to meet the different needs of consumers. They are developing new flavors, packaging, and marketing strategies to attract more consumers' attention and purchases. At the same time, some well-known brands have also begun to set foot in the non-alcoholic beer and low-alcohol beverage market, and promote the rapid development of the entire market through brand effect and resource integration.

However, the non-alcoholic beer and low-alcohol beverage market also faces some challenges. First of all, consumers' awareness of non-alcoholic beer and low-alcohol beverages is relatively low, and manufacturers need to strengthen publicity and education. Secondly, there are some low-quality products and unhealthy competition in the market, which requires the regulatory authorities to strengthen supervision and crackdown. Finally, the relatively high price of non-alcoholic beer and low-alcohol beverages may also affect consumers' purchase intentions.

Overall, the market outlook for non-alcoholic beer and low-alcohol beverage products in China is positive, but it also requires the joint efforts of manufacturers and regulators to strengthen product innovation, marketing and supervision to promote the healthy development of the entire market.

The market development status of the non-alcoholic beer industry is positive, with broad market prospects and huge development potential. With the increasing consumer attention to healthy eating and the intensification of market competition, the non-alcoholic beer industry is expected to continue to maintain a rapid growth trend. However, enterprises also need to pay attention to challenges such as production costs and market competition, and continue to innovate and improve service quality to cope with market changes and challenges.

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