The international beer segment continues to evolve, with data from CGA by NIQ shedding light on changing trends in both on-premise and off-premise sales. Tom Graham, Senior Manager at NIQ, offers a detailed analysis of the international beer market, revealing key shifts in consumer preferences, country-of-origin dynamics, and the impact of cultural influences on beer consumption.
International Beer’s Shifting Share
According to NIQ’s On-Premise Measurement service (OPM), international beers now account for 23% of total beer sales. However, this figure dips slightly in the off-premise sector, where international beers represent 20% of beer sales. A closer look at recent performance reveals diverging trends across both channels. While international beer’s value share in the on-premise market has seen a modest increase (+0.2%), the off-premise sector has experienced a decline of -1.7% over the past 52 weeks compared to the previous year.
Country of Origin: Changing Preferences
The popularity of Irish beers has seen notable growth, particularly in the on-premise sector, where they have gained an additional 0.6% share. This growth is linked to the distinctive serving rituals associated with these beers. Irish beer has also shown modest gains in off-premise sales (+0.2%). Meanwhile, Japanese beer has followed a similar trend, gaining 0.2% in the on-premise sector, while traditional German (-0.2%) and Mexican (-0.1%) beers have experienced declines.
In the off-premise channel, Dutch beers stand out with a significant share increase of +0.7%, while Mexican, Italian, and German beers saw the largest losses in market share.
On-Premise Trends: Seeking Uniqueness and Perfect Serve
Both on-premise and off-premise markets are experiencing a shift in consumer preferences. Instagram-worthy presentations and the influence of popular travel destinations are likely contributing to the rising demand for Irish and Japanese beers. NIQ’s On-Premise-User-Study highlights key consumer priorities, such as the uniqueness of flavor and consistent quality of service. A growing number of consumers (43%) now prioritize distinct flavors, up from 32% the previous year, while 31% value consistently well-served drinks, compared to 24% in 2023.
To capture these evolving preferences, brands must emphasize unique flavors and ensure bartenders are trained in delivering the perfect serve. Such strategies are essential for positioning international beers as premium products.
Off-Premise: Supplier Shifts and Brand Innovation
The retail beer market is being shaped by various factors, including the rise of country-inspired brews from Australian brewers and changes in distribution and ownership agreements. Mexican beers, in particular, are facing increased competition from lookalike brands, while Italian beers have been impacted by ownership shifts, leading to their position as two of the largest share losers in the off-premise sector.
In contrast, Dutch beers have shown impressive growth, suggesting that investment in branding and innovation can drive success. According to Omnishopper panel data, a significant portion of Dutch beer’s growth comes from consumers switching from other brands, particularly Australian, Italian, and German beers.
The Interplay Between On-Premise and Off-Premise Trends
It’s clear that on-premise trends can influence off-premise preferences and vice versa. As cultural trends sparked in bars and restaurants permeate bottle shops, understanding the nuanced differences and similarities in each channel is critical for developing an effective omni-channel brand strategy.
NIQ’s analysis highlights the importance of leveraging these insights to build a cohesive strategy that resonates across both on-premise and off-premise markets. In an ever-changing global landscape, this approach will be crucial for tapping into the growth potential of the international beer segment.
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