In small shops, beer is a category that is definitely the most common of all products. As the data shows, it accounts for an average of every fourth receipt, generating approximately 14% of the turnover.
In terms of frequency of purchases, beer is well ahead of other important categories such as cigarettes, sodas or mineral water. The beer category is very important in all types of stores, but especially important for sales in small establishments up to 100 m2. During warmer months, it is beer that attracts shoppers to stores, causing a rapid increase in the number of transactions. Flavored beer is the segment with the strongest sales season and is most popular in summer. Campers, regardless of the season, remain the top-selling segment, with the cheaper economy brands being the most popular. Not surprisingly, in the case of such an important category, stores make sure that the buyer finds a wide range of products, different flavors and varieties of beer, offering new products available on the market. In recent years, beer has become a very dynamic category when it comes to the introduction of new products by producers. The development of marketing, branding, local brands, specialty beers and an increasingly wider craft brewery offer means that from year to year we see the average number of beer options available in stores grow.
Small format stores with an area of up to 300 m2 are the most important channel for selling beer - they account for over 80% of the category's sales. On this channel, customers most often buy one or two packs of beer on a receipt, and bottles are more popular than cans. Interestingly, the distribution of sales clearly differs depending on the beer brand. For more expensive beers - premium beers, branded beers, flavored beers - customers usually come to the store at later hours, on non-working days, while cheaper brands of strong beer and economy beer are sold almost evenly throughout the week and appear in receipts from early morning.
Craft beer has become very established in the brewing industry. But what are consumers really looking for? What does this mean for the brewing industry? The good news is that consumption of the new type of beer continues to grow, but a new report warns that building brand loyalty will be a laborious task for many master brewers.
The consumption of craft beer in the United States has increased by half a thousand percent, and the market share of this beer has increased fivefold over the past ten years, when the forecasts for consumption in Europe are about 11% average annual growth in the coming years, which means this trend will significantly strengthen in a couple of years and in Ukraine.
On the Internet, we found an interesting Totta Research report on consumer trends in this sector in seven markets: America, Great Britain, Belgium, Spain, France, Italy and the Netherlands. 3,500 craft beer lovers took part in the report.
Trends in the craft beer marketing sector:
While this interest in different varieties and brands is good news for this category, it can nevertheless be a problem for brands.
Contact the FINE branding and marketing agency in Ukraine (Chernigov, Cherkassy, Krivoy Rog, Zaporozhye, Sumy, Kropyvnytskyi, Poltava, Kherson, Nikolaev), we will help you figure out trends, think over a branding and marketing strategy, you can order seo promotion from us smm and an advertising campaign.
Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine