According to product intelligence business Vypr, smaller, independent beer brands are leading the charge in catering to health-conscious UK consumers. In a survey of 65,000 consumers, Vypr found that 90% of Brits expressed a desire to try low-calorie beers, with 62% already aware of their existence. Bud Light emerged as the most popular brand, followed by Coors Light, Heineken Light, and Becks. Additionally, 45% of respondents expressed awareness of gluten-free beers. Notably, men aged 25-34 showed the highest preference for gluten-free options, while those aged 35-44 leaned towards low-calorie varieties. The most commonly tried gluten-free brands were Peroni, Stella, and Skinny Lager, but lesser-known breweries such as Kirkstall Brewery and Black Isle Brewery also garnered attention.
In the alcohol-free category, smaller brands are gaining momentum. Despite international breweries like Heineken, Becks, and Peroni being widely recognized, a number of other breweries made it into the top 10 list. These included Erdinger, Doom Bar from Sharp’s Brewery, Days’ alcohol-free range, and IPAs from Beavertown. Ben Davies, founder of Vypr, noted that while major UK breweries were absent from the list, international brands and smaller UK-based breweries were making strides in this area. He also emphasized that a wide range of specialist beers now cater to various tastes, allergies, and healthier preferences. However, Davies highlighted the need for more competitive pricing in the category, as Vypr’s research showed that most consumers were unwilling to pay a premium for gluten-free or low-alcohol options.
In terms of sustainability, consumers displayed a greater willingness to pay more for environmentally friendly beer products. Over half (52%) of consumers said they would be happy to pay a higher price for a sustainable brand. As the market continues to grow, brands entering this sector will need to not only offer great-tasting products but also consider competitive pricing to attract more consumers. With increased competition to drive prices down, the potential for the gluten-free and low-alcohol beer category is vast, as indicated by the significant number of beer drinkers who remain untapped.
Overall, the beer industry is witnessing a shift towards health and sustainability, with smaller and environmentally conscious brands taking the lead. Despite challenges posed by pricing, the availability of specialist beers continues to expand, offering consumers a broader range of choices.
