PETpla.net Insider 04 / 2016

PRODUCTS 37 PET planet insider Vol. 17 No. 04/16 www.petpla.net US beer market is bursting with flavour A Research from Mintel highlights an explosion in flavoured beer innovation. From grapefruit to habanero, Mintel’s Global New Products Database (GNPD) reveals the proportion of new flavoured beer product launches has grown from just 15% of total US beer launches in 2010 to 27% of total US beer launches in 2015, an 80% increase over the five year period. Meanwhile the proportion of unflavoured beer launches has declined from 85% of the total beer market in 2010 to less than three quarters (73%) in 2015. The importance of flavoured beer is confirmed by the fact that 57% of beer drinkers who increased their beer consumption in 2015 credit this increase to a wider availability of flavours. Overall, as many as three in five (58%) US alcohol drinkers say they are interested in fruit flavoured beer, with other flavours such as spicy (45%) tart/sour (45%) and beer blended with juice, tea and soft drinks (49%) also showing strong potential. Leading flavours among product launches include pumpkin, spicy, coffee and chocolate, while newer prod- ucts, including hard or alco- holic sodas, have become more widely available. “Rising value sales coupled with declining volume point at a shift toward premiumisation and the continued popularity of craft beer. The premium, imported and craft segments are all experiencing growth, with higher price points contrib- uting to dollar sales increases. Innovation and a wider variety of beer options – including styles, flavours and packaging formats – could help to stave off stagnation and retain the patronage of beer drinkers,” said Beth Bloom, food and drink analyst at Mintel. The craft share of the beer category nearly doubled from 2010-15 (5.2-10.2%), with three in 10 (30%) beer drinkers consuming “craft-style” beer (beer from national brands) and one in five (23%) drinking “true-craft” beer (beer from small regional, local breweries). What’s more, well over half (54%) of those who have increased their beer consumption indicate a better selection of craft varieties as a driving force. www.mintel.com BEVERAGE +ingredients