The 185th Oktoberfest in Munich is underway, shining a spotlight on age-old brewing techniques and the popularity of artisan beers. High-end, small batch, and expertly crafted beer, or “craft beer” as it is more commonly known, has shot to global prominence in the span of just a few years as a primarily U.S. trend. While craft has been around for years in Europe, the continent is now taking a global leadership role in craft beer innovation, according to new research from Mintel.
According to Mintel Global New Products Database (GNPD), only five years ago (2013) North America (and the United States, especially) dominated the global craft beer industry, accounting for 52% of all craft beer retail launches compared to just 29% for Europe. Since then, the story has flipped. In 2017, 54% of launches originated in Europe, and just 19% in North America. Since 2013, Europe’s craft beer scene has experienced huge growth with new craft beer product launches more than doubling, experiencing growth of 178%. While the United States is still the single most innovative market globally, with 17% of all global craft beer launches originating there in 2017, six of the top 10 most innovative markets are in Europe.
“Over the last few years, interest in craft beer has migrated from the United States into the United Kingdom and now into continental Europe. Our research suggests that Europeans are embracing craft beer because they are looking for new, more exciting offerings compared to their usual beer options, especially in markets such as Germany, where brewers and beer styles have remained unchanged for centuries,” said Jonny Forsyth, associate director, Mintel Food & Drink. “While markets like Germany, Belgium, and Czech Republic are still dominated by their own beer styles when it comes to innovation, consumer interest in craft beers is already there and offers ample opportunities for manufacturers.”
Indeed, beer drinkers in Poland (64%), France (63%), Italy (61%), and Germany (50%) are all interested in trying different types of craft beer, such as Indian Pale Ales or other pale ales, which are already common place in the more mature UK craft beer market. Europeans are also willing to spend more on craft beer. Around half of beer consumers in Italy (52%), France (51%), Germany (46%), and the United Kingdom (45%) agree that craft beer “is worth the extra money.”
Source: IFT
