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Cheers without the beers


41 percent of young Indian beer drinkers are willing to switch to low or no alcohol beer, as per the latest research from Mintel.

Young Indian beer lovers are leading the way in responsible beer consumption with 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%). Lager (63%) and wheat beer (51%) are the most preferred type of beer among Indians.

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,” says Natasha Kumar, Mintel Food and Drink Analyst, India.

“Responsible and healthy drinking has become the mantra amongst young Indians today. 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.

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. The popularity of lager and wheat beer indicate that lighter beers are more suitable to the Indian palate.

Source: Business Wire India

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