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More than half of beer consumption is concentrated between June and September, so it is no coincidence that International Beer Day is celebrated on the first Friday of August. Producers in Asobirra do not comment on the trends of the seasonal market and postpone the “accounts” (as usual) to the autumn. But operators have never been more focused on the summer trends than this year to bring positive results after the slowdown in 2023.
A crucial summer for Italy’s recovery
according toAsobira Annual Report In fact, it was released just over a month ago. Both production and consumption will drop by more than 5% in 2023 Exports (-5.4%) and imports (-7.5%) fell, accounting for one-third of demand.
Granted, these results come after a positive year – 2023 production still exceeded pre-pandemic levels and was almost equal to 2021 – but a return to the plus sign is a goal for an industry that employs more than 100,000 operators. According to the report’s estimates, these companies (including breweries, microbreweries and malthouses) generate “Shared value of 10.2 billion euros”.
Moreover, experts do not doubt the medium- and long-term success of beer. Technology News Cited by Forbes USA, Between 2024 and 2028, the growth Global industry value exceeds $148.4 billionThe compound annual growth rate was 3.7%, which analysts said was driven by “growing demand in emerging economies and a series of strategic acquisitions that increased the presence of several large companies in the market.”
Meanwhile, Italy’s role is growing, according to research Beer Image Tracker,Depend on European Brewers (bringing together national brewers associations from 28 European countries), We have been ranked in the top four beer reputations for five years Among the 27 European countries analyzed.
How the taste changes: aromatic, light, non-alcoholic
The “recovery mission” was first assigned to products that best illustrate new consumer trends – mainly dining outdoors, where the crisis seems to have had less impact – they prefer Fresh, aromatic, light beer in terms of alcohol contentif even Alcohol-freealthough still a niche market, is the fastest growing. second Nielsen IQ Although still marginal (sales share of 2.3%), these products saw sales growth of 7% between May 2023 and May 2024. Local beer and crafts related to the territory.
“The uncertain economic situation has had a significant impact on consumer behavior and their purchasing power. Nevertheless, it is important to note how the beer market continues to confirm its dynamism and how consumer interest in new, sophisticated consumption experiences remains high – he commented Olivier Dubost, Managing Director, Carlsberg Italy –. As evidence of this dynamism, the market has shown signs of recovery in recent months, with a 2.3% increase in volume, with 3.8% in the Horeca channel and 2.8% in the large retail channel (Circana January data) to May 2024, compared to the same period in 2023, ed.). The rise of difficult years has in fact given rise to a greater desire for conviviality and sharing, for better quality and more refined products that guarantee a more refined taste experience. Premium beer market growing in popularity In recent years, because consumers are not only becoming more aware of the available varieties and styles (e.g. IPA, Lager, Blanche), but are also increasingly looking for beers with special ingredients or production techniques, e.g. The presence of aromatic hopsusing spices or cold hops”.
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