A recent study by product intelligence firm, Vypr, revealed that 9 out of 10 Brits are keen on trying a low calorie beer. The study found that almost two-thirds of UK consumers are aware of low calorie beers. The most popular brands include Bud Light, Corrs Light, Heineken Light, and Becks. The study was conducted ahead of National Beer Day 2023.
Further, the study found that 45% of the survey respondents were aware of gluten-free beers, with men aged 25-34 being the biggest gluten-free beer drinkers. Peroni, Stella, and Skinny Lager are the most commonly tried gluten-free brands.
In addition, there is a high level of interest in low or no alcohol beers, with 91% of British consumers expressing interest in trying them. International breweries such as Heineken, Becks, and Peroni dominate the top three of the low or no alcohol beer brands, while less known breweries such as Doom Bar, Days, and Beavertown are also gaining ground.
Founder of Vypr, Ben Davies, commented on the findings and believes the niche sector will continue to grow. With more brands entering the market and competition driving prices down, more consumers will be attracted to this once niche area. Currently, two-thirds of UK consumers are unwilling to pay more for gluten-free or low calorie beer, indicating that there is still room for growth in the sector.
The study also revealed that sustainability is a rising trend in the beer industry, with 52% of consumers willing to pay more for a sustainable brand. Heineken is cited by the majority of consumers as a sustainable brand they have tried, followed by smaller independents such as Sierra Nevada, Toast, Freedom Brewery, and Seven Brothers.
In conclusion, the study conducted by Vypr highlights the growing demand for low calorie, gluten-free, and low or no alcohol beers in the UK. Sustainable beer brands are also gaining popularity among consumers. As competition drives prices down, there is a huge opportunity for more beer drinkers to be attracted to these sectors.