US beer: low carb and lite options drive female consumption
Published:19-May-2005
By BR staff writer
The introduction of low-carb and lite beer products is bringing renewed vigor to what has been a flagging US beer market and it is female consumption that appears to be giving it this boost. Datamonitor research shows 30% of the volume of beer consumed in the US today is being guzzled by the fairer sex and, although not solely targeted at them, 'healthy' beer options are fueling this rise.
New research shows that 30% of US beer volume is accounted for by women.
The low-carb trend has benefited players in the beer industry by providing them with a golden opportunity. The new product lines have achieved a large volume of sales globally but growth in the US in particular has been extraordinary. With more than 50% of the US population reporting a conscious effort to limit their carbohydrate intake in 2003, these alternatives are proving a perfect compliment to the rising popularity of all things low-carb.
Following the launch of low-carb beers, the US beer market is beginning to witness a recovery. Valued at $73.1 billion in 2003, the US beer market was grew by only 0.1% against the previous year. However, in 2004, value increased by 0.8%, reaching $73.8 million, and Datamonitor expects this recovery to continue.
The shift to an increasing number of women drinking beer is not only representative of consumer tastes, but also of a change in lifestyles, with the number of affluent single women increasing.
The popularity of low-carb and lite beers among women has also encouraged manufacturers to produce a range of flavored beers, providing yet another growth opportunity in the US beer industry and the chance to impact on the female-centric cooler market.
In fact, flavored beers are well poised to take advantage of the rapidly declining popularity of flavored alcoholic beverages (FABs). One such flavored beer product available on the market is Anheuser-Busch's B-to-the-E, which offers the product in cherry, raspberry and blackberry flavors.
However, that the entrance onto the market of low-carb cocktails, such as Baja Bob's Sugar Free and Low Carb Mixes, and similar alcoholic drinks alternatives may inhibit growth in the overall beer market, as new product innovations aim to tickle female taste buds in a bid to secure a share of the female dollar.
The US beer market has overcome challenges but manufacturers cannot rest on their laurels. Failure to respond to an ever-changing consumer could potentially translate to a loss in market share.
