Consumers feel bombarded by multiple craft launches and unusual flavours, claims new research.
According to GlobalData, alcoholic beverage consumers feel that they are overloaded with choice.
The news that more than half (57%) of beer and cider consumers in Asia-Pacific (APAC) find new experiences more exciting than new products also suggests that future success may depend more on finding ways to deliver new “consumption memories” than flooding the market with new products.
The company’s report, ‘Snapshot of Beer and Cider Innovation Trends’, states that overloading the consumer with choice has devalued the ‘craft’ concept.
As a result, consumers are shifting toward more immersive, individual, and personalised experiences instead of seeking out overpriced novelties.
Tom Vierhile, director of Innovation Insights at GlobalData, says: “Craft beer may have become too mainstream for its own good and overuse of the word ‘craft’ could lead to a consumer backlash.
“Consumers do remain open to new consumption experiences and are also making healthier choices. We could easily see the industry pivot toward this innovation pillar in the months and years to come.”
Vierhile concludes: “Consumers, especially younger consumers, are increasingly drawn to more healthful food and drink options, and this will influence beer and cider innovation over time. 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.”
“To boost sales in a struggling global market, beer and cider makers may have to explore a wider range of innovation opportunities ranging from non-alcoholic products to beer or cider products that offer better portion control and a more unique experience.”