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Young Indian beer lovers are leading the way in responsible beer consumption, as the latest research from Mintel highlights that more than two in five (41 %) Indian beer drinkers aged 25 – 34 say they are interested in switching from standard strength beer to low/no alcohol (LNA) versions.

While alcohol moderation is becoming more pronounced among Indians as a whole, with an average of 38 % of Indian beer consumers* interested in switching to low/no alcohol versions, the over 45s (32 %) are less enthusiastic about making this switch.

The top three barriers for beer consumption among Indian consumers include health reasons (48 %), to avoid getting drunk (35 %) and to avoid hangovers (31 %).

Natasha Kumar, Mintel Food and Drink Analyst, India, said: “Responsible and healthy drinking has become the mantra amongst young Indians today. While this behaviour is seen across all age groups with Indians showing interest in LNA beer, it is more noticeable amongst young consumers aged 25-34 years. Brands need to explore opportunities around reduced or no alcohol options since this consumer group makes up a significant majority of beer drinkers in the country. With the current pandemic causing consumers to be even more conscious about their health and diet, the LNA category is expected to grow further post the lockdown. It also offers brands the opportunity to connect with health-conscious and responsible beer drinkers, which will prevent them from dropping out of the beer category entirely.”

Indian beer lovers are watching their waistlines

Shining a spotlight on health and wellbeing, Mintel research highlights that many Indian consumers are interested in trying low-calorie (43 %) and gluten-free (32 %) beer. In fact, over a third of consumers (34 %) say low-calorie content is an important factor when purchasing beer.

“As consumers claim that health is a key deterrent for regular beer consumption, the opportunity lies in expanding beer offerings with healthier profiles addressing concerns surrounding health. Low-calorie, low-carb and gluten-free beers can all appeal to this consumer need. As one of the largest producers of millet in the world, Indian brewers can turn towards this unconventional grain to cater to consumer demand. Countries such as Norway and Spain can act as good reference points for Indian brands to take inspiration for gluten-free beer. Diversifying the portfolio will help brands to expand consumer base to those health-conscious consumers,” continues Natasha Kumar.

Packaging innovations in craft beer can cater to the masses

Finally, Mintel research highlights that the most preferred type of beer includes lager (63 %) and wheat beer (51 %). In addition, craft beer is consumed by almost half of Indian consumers (45 %) and is perceived to be of high quality and worth a premium price, as three in four consumers (75 %) agree that it is worth paying more for it over mainstream beer.

“The popularity of lager and wheat beer indicate that lighter beers are more suitable to the Indian palate. For craft beer to appeal to a larger population of consumers, brands should innovate and introduce more craft beer varieties in lager, ale and wheat beer. One of the main benefits of craft beer is that consumers perceive it is better quality and as such, they are willing to pay more for it. Brands can premiumise their brand portfolio by adding craft beers to target consumers who are willing to pay extra. Craft beer was gaining significant traction in the country, however, the lockdown has caused pubs/microbreweries to shut, limiting the majority of craft beer sales. Bottling/canning could be the next step for craft beer brands, ensuring it reaches consumers with wider distribution, retail stocking and relatively longer shelf life.” concludes Natasha Kumar.

*1,655 Indian internet users aged 25+ who have drunk beer in the past six months

Clean and clear labeling concerns are now well established in the food and beverage industry, having featured as a key and running theme through all Innova Market Insights’ Top Trends forecasts in recent years. More than ten years ago ‘Go Natural’ led the Company’s annual top trends listing and since then clean label claims have developed and featured each year in different forms, increasingly weaving throughout the entire trends listings until they are now regarded as a given.

The term ‘clear labeling,’ which Innova Market Insights coined for its 2015 trends listing, has now fully entered industry parlance, being used in several company marketing campaigns, with new commitments on a clean or clear platform regularly.

Its increasingly mainstream status is illustrated in the fact that nearly 28 % of global food and beverage launches recorded by Innova Market Insights in 2018 used one or more clean label claims (natural, organic, no additives/preservatives and GMO-free), rising to nearly 39 % in the US.

There have also been associated rises in interest in related clean label areas such as vegan-friendly, raw and paleo diets, and also in the focus on minimal processing, including the use of techniques such as cold-pressing and high-pressure treatment. This is running alongside increasingly wide ethical concerns, including fair trade and sustainability, packaging, the environment, and animal welfare.

No additives/preservatives claims continue to feature most strongly, used for just over 15 % of global launches in 2018, rising to over 20 % in the US. The US generally sees higher levels of use of all types of clean label positionings and is also particularly notable for the strong position of GMO-free labeling. This featured on 17.8 % of launches, compared with under 6 % globally and was also the number two clean label claim in the US overall, well ahead of both organic on just over 13 % and natural on just over 8 %.

Flavor is still the number one factor influencing purchasing decisions, reports Lu Ann Williams, Director of Innovation at Innova Market Insights. “But it is clear that in recent years, the clean label trend has broadened out into a wider movement, focusing on an increasingly mindful consumer trying to make responsible food choices that are not only tasty and healthy but also sustainable and ethical.”

While interest in clean label has kept organic and GMO free claims in the spotlight in many countries, rising levels of competition mean that product offerings have had to become much more sophisticated, focusing more on value-added products and combining both specialist organic brands and organic and GMO free variants in existing conventional ranges.

Organic or GMO claims alone may not now be enough and companies are focusing on additional benefits including other related clean-label areas such as vegan-friendly, raw, and paleo diets, as well as local ingredients and sourcing, minimal processing and unusual and premium-style recipes and flavors, including the use of seasonal and limited editions.