Category
Lifestyle
Assisted Choices
Trend cluster
Category
Nutritious
Brew
Beer brands aim to target health-conscious consumers.
3.5
Trend score
Trend
What is the Nutritious Brew trend?
Nutritious Brew: Brands in the beer industry are looking to the health-conscious consumer to inspire new products, offering everything from beers with more nutritious ingredients, to those with limited calories.
Insight
The consumer insight behind the Nutritious Brew trend
Despite the increased focus on wellness, consumers are still looking to indulge. However, the wellness wave has made it so they wish to enjoy vices without feeling guilty. The halfway healthy movement consolidates these conflicting consumer desires.
Trend themes
Themes within the Nutritious Brew trend
Three behaviours holding the trend together01
Halfway Healthy Movement
The wellness wave has prompted consumers to desire a healthy consumption experience without feeling guilty, inspiring the trend of halfway healthy products in the beer industry.
02
Low-Calorie Beers
The rise of health-conscious consumers has prompted breweries to create low-calorie beers to cater to their target market.
03
Nutrient-Enhanced Beers
Breweries are incorporating healthy ingredients in their beers such as organic grains, vitamin B6, and sea salt to offer nutrient-enhanced beers that promote good health.
Industry implications
What the Nutritious Brew trend means for industry
Where the trend changes the playbookFor
Breweries
Breweries can tap into the market of health-conscious consumers by experimenting with healthy ingredients and creating low-calorie beers to cater to this growing target market.
For
Food and Beverage Industry
Healthy drinking options are increasingly popular, and companies that offer products in the food and beverage industry have a unique opportunity to create healthy drinking options for their customers.
For
Marketing and Advertising Industry
As breweries continue to create better-for-you beers and low-calorie options, marketing and advertising companies have the opportunity to promote these products in a way that appeals to the health-conscious consumer.
Workshop question
How could your brand bring in a new customer base with some tweaks to its offerings?
Trend signals
Trend signals for Nutritious Brew
Trend score 3.5 out of 10, from popularity 54%, activity 43%, freshness 8%.
Popularity54%
Activity43%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Nutritious Brew trend
4 featured examples from Feb 27, 2018 to Mar 6, 2019CategoryLifestyle
Vitamin-Rich Healthy Beers
'Hop Heart' is a Craft Beer with Vitamin B6 to Support Heart Health
Developing and marketing healthy beer options could differentiate craft beer brewers and provide growth opportunities.
CategoryLifestyle
Crisp Athletic Beers
Marathon Brewing's '26.2 Brew' is a Better-for-You Reward for Athletes
The health and wellness industry can explore the creation of better-for-you beers to cater to consumers looking for healthier beverage options.
CategoryLifestyle
99-Calorie Lagers
Ghost Train Brewing Company Launched a 4% ABV 'Light Lager'
Craft breweries can explore new recipes and brewing techniques to produce low-calorie beers.
CategoryLifestyle
Health-Focused Organic Beers
Michelob Ultra Pure Gold Is an All-Natural Brew By Anheuser-Busch
The brewing industry has the opportunity to capitalize on the health-focused beer trend by developing and marketing more organic and low-calorie beer options.
