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3 Emerging Trends In Beer Consumption

Sep 2018

Category Analysis – Beer

Regions: Europe

Annual Beer market revenue amounts to 64 billion $.  Europe produces 40 billion+ liters of beer per year. The report goes through consumer preferences and emerging trends in the market.


The analysis is based on customer reviews and conversations online in the segment. The analysis results presented are completely unbiased and not based on any subjective judgement.

The source data used for the analysis are user conversations available publicly online like public forums and social media.



Total number of customer conversations

Top Perception Drivers 

There are several factors which drive beer consumption in a market. These factors can vary from geography to geography. For Europe these factors are the following today:

Top Drivers – Beers, Europe by ClootrackOverall TasteBitternessHead formationCostColorAroma/Smell

Overall Taste 367
Bitterness 281
Head formation 258
Cost 216
Color 181
Aroma/Smell 173

 Brand Equity – Top Drivers

We analyzed how prominent brands fare against each other in the top perception drivers. We see that there are clear leaders in several drivers. Have a look below:

Brand Equity – Top Drivers – Beers, Europe by ClootrackBrand 1Brand 2Brand 3Aroma/SmellColorCostHead formationBitternessOverall Taste

Year Brand 1 Brand 2 Brand 3
Aroma/Smell 156 183 177
Color 222 241 183
Cost 225 208 221
Head formation 239 276 233
Bitterness 297 264 271
Overall Taste 338 379 318

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Emerging Trends

The emerging trends in beer market in Europe is really interesting. There is significant potential for new products and innovative marketing campaigns to leverage these new trends. The following are the emerging trends in the market. 

1. Exotic Infusions

Have you tasted beer brewed with dough nut, oyster or desserts? Sounds strange? Though these are not yet fully mainstream in Europe, exotic infusions in beers is an emerging trend in the market.

Got an idea or two to make some interesting infusions? 🙂


2. Low Alcohol Beers 

Low alcohol beers are those with no more than 1.2% of alcohol. A favorite among those who want to drive after drinking, is emerging as a trend in Europe.

While we have not studied in details as to why this non intoxicating variety of beers is emerging in Europe, I am sure there are several interesting factors behind it. 

3. Crafted and Localized Beers 

Craft beers are made locally by micro breweries with focus on quality and flavor. Zaganu, Hophead, Ground Zero, Klausen Burger, and Hop Hooligans are some of the craft beers from Europe. 

With this new emerging trend, I am sure more are propping up. 

Detailed Report 

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