New insight into flavoured beer market

Ireland | Global flavour expert, Synergy Flavours, has conducted an assessment of the flavoured beer market, using data from Innova and the consumer research platform, VYPR. Synergy presented its findings at the May 2024 International Beer Strategies Conference in Portugal, including the surprising consumer preference for bitter taste profiles in beer.

From 2018 to 2022, flavoured beer launches grew globally by 28% CAGR, as producers respond to the competitive threat posed by the rapid growth of flavoured alcoholic beverages (including hard seltzers). Flavoured beers rose by double digits in all regions and increased by 48% CAGR in Canada and 30% CAGR in the UK. Between 2019 and 2024, approx. 21% of new beer launches in Europe were flavoured beer launches. This launch activity is driven by the UK market, which has seen five times more flavoured beer launches than France, which is the second most active country in this space. (Innova)

The top 5 flavours in flavoured beer and cider launches globally between April 2022 and September 2023 were: mango, fruit, tropical fruits, citrus and red raspberry. Other flavours that are growing in popularity according to Innova product launch data are: pineapple, guava, lime, strawberry and lemon.

A preference for bitterness

Research conducted on behalf of Synergy Flavours by VYPR found that younger consumers in Europe (25-34) are more likely to have tried a flavoured beer than their older counterparts. The same survey found that more than half of consumers in the UK (56%) France (78%) and Germany (69%) like a bitter taste profile in beer.

Paola Bassi, marketing director, Synergy Flavours Europe, commented: “It’s a bit of a surprise that consumers actually want bitterness and given the growth in demand for flavoured beers, this preference needs to be reflected in the flavour choices of beer producers. Flavours like mandarin, lime, orange, and grapefruit can complement the bitterness in beer and might represent the sweet spot in terms of product development.

Younger consumers are the driving force

The under-35s who are already buying flavoured beers more than the overall population will be a key driver in the category’s growth. Catering to their flavour demands will be key for those brands wanting to gain market share.”

Between 2018 and 2024, there was some variation in beer flavour launches between large and small companies. Among large companies (top 100 global companies based on sales), the top 5 flavours launched were all citrus profiles (lemon, lime, citrus, orange, grapefruit). Smaller manufacturers experimented with less fruity flavours including milk chocolate, vanilla and coffee. This shows that the market is rife for innovation, with consumers expecting more choice.