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Market research : the evolution of the craft beer industry

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The beer market in booming; perhaps not in quantity but at least in variety. Market research shows indeed uprising trends in all European countries. In today’s article we deliver some intertesting facts and figures for the UK and italian craft beer markets.

The UK craft beer market

Beer and Brits : that’s a true love story, isn’t it. Visiting pubs after work is a real british tradition and the cement of business relationships. Market trends show that it’s not only about quantity. It’s also about diversity.
Microbreweries are growing in popularity in the UK and, despite their local anchors, have international ambitions. Here are the facts:

  • number of microbreweries more than doubled in the UK between 2010 and 2015
  • UK is country which counts the largest number of mirobreweries : more than 1700
  • 1 in 6 British breweries expect to double production, sales and number of employees in 2018
  • Only 15% export their products but more than 50% ambition to be present on international markets
Read also: Read our white paper on market research

The Italian craft beer market

The same uprising market trend can be observed in other European countries. In Italy for instance there were 75 craft breweries in 2007 and there were 718 in 2016, which represent almost a 10-fold increase.

Evolution of the craft beer in Italy

A few words of conclusion

Obviously the market remains dominated in volume by big brands. But consumers show a lot of interest in new tastes, authenticity which results in local micro-brands being created.
Large organizations like AB Inbev for instance have very reognized this trend and have long been investing in local brands to build up their portfolio.
One very successful example is Belgian microbrewery “the Brussels Beer project” which crowdfunded its launch and has now a full range of attractive products that are also available on retailers’ shelves.


Image : shutterstock

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Author: Pierre-Nicolas Schwab

Pierre-Nicolas est Docteur en Marketing et dirige l'agence d'études de marché IntoTheMinds. Ses domaines de prédilection sont le BigData l'e-commerce, le commerce de proximité, l'HoReCa et la logistique. Il est également chercheur en marketing à l'Université Libre de Bruxelles et sert de coach et formateur à plusieurs organisations et institutions publiques. Il peut être contacté par email, Linkedin ou par téléphone (+32 486 42 79 42)

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