The beer category has increased its market share across US chains, according to CGA by NIQ’s On Premise Measurement (OPM) service, which monitors trends in American restaurants and bars.
Analysts noted that while total sales by value in the year leading up to April 2024 decreased by 2.5% compared to the previous year, they were 7.3% higher than in the year ending April 2022. This rise highlights a notable recovery since the COVID-19 pandemic.
From 2022 to 2024, beer increased its share of total value sales by 1.5%, with the craft, import, and below-premium sub-categories showing the most significant growth. This gain in market share has come at the expense of other categories, with spirits and wine losing 1.4% and 0.3% respectively over the same period.
The OPM report also revealed key state-by-state trends, offering valuable insights for suppliers looking to tailor their strategies regionally. Nevada, for instance, saw the fastest growth in beer’s market share, with a year-on-year increase of 4.3%, presenting significant opportunities for local brewers and bar owners. Other states with notable increases include New York (up 1.6%), Colorado (up 1.2%), and California (up 0.8%). However, some states such as Texas (down 0.6%), Florida (down 0.2%), and Georgia (down 0.9%) experienced declines, indicating areas where challenges remain.
The report also highlighted trends in other categories. The spirits category saw the largest share gain in Georgia (up 1.0%) driven by strong tequila sales. The wine category experienced minimal growth in states like California (up 0.4%), Texas (up 0.5%), and Florida (up 0.3%), despite overall declines in many other regions.
Matthew Crompton, CGA by NIQ’s Regional Director for North America, commented on the findings: “It’s encouraging to see drink sales through chains recover well post-COVID-19, especially for beer brands. However, consumer spending pressures continue to create challenging trading conditions.”
Crompton emphasized the importance of analyzing these trends to make informed decisions for venues and identify untapped market opportunities. “In such a competitive environment, suppliers need to understand the latest demand trends and respond quickly to shifting preferences across different states. Our research offers the insights necessary for businesses in the chain sector to refine strategies, localize tactics, and achieve growth,” he added.
