TORONTO — Budweiser Canada has released data that reveals millennials are driving the recent growth of the no- and low-alcohol beer category.
According to consumer data, the 19-to-34-year-old age group — which includes millennials and older members of Generation Z — led all demographic groups in consumption volume of non-alcoholic beer, including Budweiser Prohibition Brew, launched in 2016 as Budweiser Canada’s first no-alcohol beer. Overall, 64 per cent of no- and low-alcohol beer is consumed by those in the 19-to-34-year-old bracket, with women most often choosing non-alcoholic beer as an alternative to sugary drinks while men see it as suitable for a variety of social occasions.
Research shows the trend is all about choice. Consumers — including both men and women in the 19-to-34 group — want more and better options, particularly when it comes to products that complement a balanced, healthy lifestyle. Under the current pandemic, our mental and physical health have never been more important, and millennials are taking control of their wellbeing and making positive choices.
“As a global leader in alcoholic beverages, we have an essential role to play in reminding Canadians of the importance of moderation and positive mental- and physical-health choices,” says Mike D’Agostini, Marketing director, Budweiser Canada. “In these challenging and stressful times, we’re urging Canadians to ‘Drink Wiser’ and make smart decisions for their overall wellness, and we’re encouraged that the millennial cohort is already taking a stand.”
Between 2013 and 2018, sales of non-alcoholic beer increased by more than 50 per cent and over the past year, the category has grown 12 per cent in total volume. A Mintel Reports analysis reveals in the European market, particularly in Spain and Germany, non-alcoholic beers have gained prominence among millennials who either choose not to drink alcohol or moderate their alcohol consumption by sometimes reaching for no- or low-alcohol beers. That trend has caught on in Canada as well, as a new market of ‘sober curious’ consumers — mostly millennials who opt for alternatives to alcoholic drinks — has emerged.