Слабоалкогольное и безалкогольное пиво пользуются все большей популярностью в мире

Пиво в мире

Slaboalkogolnoe i bezalkogolnoe pivo polzuetsya vse bolshey populyarnostyu v mireНовое исследование маркетологов Mintel показало, что более четверти потребителей во Франции (28%) и Германии (27%) согласны с утверждением, что слабоалкогольное и безалкогольное пиво обладает таким же вкусом, что и традиционное пиво с обычным содержанием алкоголя.

Более молодые потребители предыдущих поколений всегда были самыми большими любителями пива среди всех категорий.

И эта группа сегодня все чаще выбирает слабо- и безалкогольное пиво. Так, 37% французов 18-24 лет и 31% немцев этого возраста соглашаются с тем, что пенный напиток с низким или нулевым содержанием алкоголя на вкус не отличается от «стандартного» (4-6% алкоголя).

По данным Mintel, ощущение стыда при употреблении слабоалкогольного и безалкогольного пива постепенно сходит на нет: лишь один из десяти опрошенных немцев (9%) ответил, что стыдится пить в присутствии других слабо- или безалкогольное пиво. Во Франции чувство стыда испытывают 14% опрошенных.

 

Читайте также: Слабоалкогольное пиво – в тренде заботы о здоровье

 

Аналитик Mintel Джонни Форсайт говорит:

— По мере того, как влияние заботы о здоровье и спортивной форме на потребление алкоголя усиливается, потребителей все больше привлекают более умеренные опции, и «стигма» выбора пива с пониженным или нулевым содержанием алкоголя постепенно сходит на нет.

 

В будущем мировой рынок ожидают еще больше инноваций в категории слабоалкогольного пива, так как поколение двухтысячных в особенности выбирает более здоровые и менее калорийные опции

 

Этот тренд также сопровождается усиленной работой компаний, направленных на повышение качества продукции. Поэтому, безалкогольное пиво производители выделяют как отдельный сегмент, имеющий перспективу роста.

 

Читайте также: ЗАМЕНИТ ЛИ БЕЗАЛКОГОЛЬНОЕ ПИВО ТРАДИЦИОННОЕ НА МАССОВОМ РЫНКЕ

 

Германия в особенности теперь производит много такого пива высокого качества, поэтому безалкогольное пиво там стало мейнстримом. Немцы, возможно, не пользуются репутацией умеренных потребителей алкоголя, но это начало меняться.

Спрос на безалкогольное пиво растет особенно быстро: 33% испанцев, 23% немцев и 9% французов признались, что теперь они выбирают только этот вид пива

 

Но каким бы высоким ни был интерес к безалкогольному пиву в Европе, наибольшее число новых слабо- и безалкогольных брендов запускается в Китае (где слабоалкогольными считаются все пенные напитки с содержанием алкоголя менее 3,5%).

 

Читайте также: Акциз за градус пива – нация здоровее

 

В прошлом году один из четырех новых запущенных брендов пива в Китае было безалкогольным или слабоалкогольным против 1 из 10 в Испании (12%), 11% — в Германии и 9% — в Польше. Во Франции в прошлом году слабо- и безалкогольные бренды составили всего 6% от всего запускаемого пива.

— Безалкогольное пиво обладает хорошим потенциалом для дальнейшего роста в странах Ближнего Востока, а также на азиатских рынках. И в особенности в странах с большим процентом населения, исповедующего Ислам, — говорят аналитики Mintel.

Как ранее писал BeerComments, AB InBev делает ставку на слабо- и безалкогольное пиво. Так, к концу 2025 г. компания намерена увеличить эти сегменты до 20% от общего объема продаж.

Валерия Вершилова

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