Budweiser has predicted that 70% of total beer consumption will be of brands in the premium or super-premium category this year as consumers trade-up on small ‘treat’ purchases.
The beer company has said that retailers should look to prioritise premium brands that consumers already trust, as 2.2 million housholds claim to cook and eat at home more than they did before the pandemic, with mealtimes accounting for 43% of all drinking occasions in the home.
As well as affordable luxury products, Budweiser has predicted that alcohol-free beers will be on the rise as one in ten beer drinkers now regularly opt for alcohol-free alternatives, growing 16% year on year.
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This comes as 70% of Britons are looking to be healthier in their everyday lives and a third said limiting alcohol was an important part of this, with no and low alternatives often containing fewer claories and less sugar.
As well as becoming increasingly health-conscious, Budweiser is also predicting that consumers will become more envionmentally aware, with heightened expectations of a businesses sustainable practices.
It found that 29% would pay a premium for a purposeful brand, 62% are more likely to purchase from a brand they trust and 81% of consumers claim to prioritise buying from sustainable sellers.
“The past couple of years have been difficult for businesses across the country and as the cost-of-living crisis continues to dominate, there are still challenges for retailers to face,” Budweiser Brewing Group head of category, Maria Neves said.
“However, there’s also a huge opportunity for retailers to capture consumer spend. Trends that we saw emerge during the pandemic are now becoming long-term habits so retailers must ensure they are responding to changing consumer demands. Understanding the new economic landscape and what to prioritise on shelf, will be key for retailers to win this year.”
