Beer has ancient origins that can be traced back to 5,000 BC when the Egyptians brewed beers with more nutritious ingredients such as dates, wheat berries and indigenous herbs, and less alcohol than average beers (around 2%) . Today, from porter, stouts, to wheat, and larger, beer is arguably the most popular alcoholic beverage worldwide . However, the latest phenomenon in trends in the beer industry featured removing a key ingredient – alcohol. Non-alcoholic beer has seen spectacular growth in recent years. The world’s largest brewers such as Heineken and AB InBev launched new products - the 0.0 beers. One may say that the ongoing ‘Dry January’ has further heightened the level of attention drawn to soft drinks. In fact, the demand for non-alcoholic beer is booming well beyond a single month. Revenue in the Alcohol-free Beer segment amounts to US$36.75bn in 2023. The market is expected to grow annually by 12.61% (CAGR 2023-2025) .
Although the traditional beer market is still 35 times bigger, non-alcoholic beer is also turning into a self-sustained market. AB Inbev owns brands such as Budweiser and Corona. It had even set a goal of making 20% of its beer volume alcohol-free or low in alcohol by 2025.
By leveraging Dashmote’s Data Analytics SaaS platform, we analysed the non-alcoholic beer market in the global food delivery industry. Based on our data in the US and the UK, we generated 3 insights on the food delivery non-alcoholic beer trends. After reading this article, you will have a better understanding of the best-performing 0.0 beer brands, and their market share and growth across 2022.
Nowadays, more consumers are choosing alcohol-free beers in a move towards healthier and safer drinking habits. A variety of 0.0 beer brands are popping up. Our data shows that the most listed non-alcoholic beer brand on US food delivery platforms in 2022 was Budweiser Zero. It has a market share of 41.1% among all the Digital Storefronts (DSFs) selling alcohol-free beer. However, the penetration rate of Budweiser Zero was only 0.2%. This indicates that only 0.2% of all DSFs in the US sold a Budweiser Zero product. With half of Americans wanting to decrease their alcohol consumption for health reasons , the alcohol-free beer market has great opportunities to further grow in the food delivery industry. Sales of non-alcoholic beer have already climbed 90% over the last decade, this trend is expected to continue, resulting in a much higher penetration rate of alcohol-free beers in food delivery.
In the UK, Heineken 0.0 had a 38.2% non-alcoholic beer market share. It was the top brand on food delivery platforms in 2022. The penetration rate of Heineken 0.0 among all the DSFs in the UK was 3.2%. This was much higher than the penetration rate in the US. This domination is reasonable since Heineken has spent significant time and resources on marketing its alcohol-free brand. Notably through the ‘cheers with no alcohol, now you can’ global campaign. Gianluca Di Tondo, the senior director of Global Heineken Brand noted that “Heineken 0.0 contributes to the growing cultural trend around the importance of responsible alcohol consumption and living a balanced, healthy lifestyle” . It’s clear that Heineken has its ambition in growing non-alcoholic beers. In fact, currently, 7% of total Heineken volume is low or non-alcohol, which is higher than 6% of AB InBev.
Heineken was the top non-alcoholic beer brand for food delivery in the UK. However, Birra Moretti Zero, a brand under the same manufacturer, grew the most in digital storefront listings, by 261.5% in 2022. As a part of Heineken’s first cross-brand zero-alcohol campaign ‘Say Yes’, Birra Moretti Zero has received great awareness of its ‘sociable nature’ of Italian brew since its launching in 2019 . This significant growth of Birra Moretti Zero in the UK food delivery industry indicates the trend for big-name to market and grow in the non-alcoholic beer segment continues.
AB InBev and Heineken are dominating US and UK food delivery. However, they are not the only giants that see a big opportunity. In the UK, Peroni Libera 0.0, with a 62.3% YTD growth rate, ranked 2nd in terms of digital storefronts listings on food delivery in 2022, controlling 16.4% of the non-alcoholic beer market share. This is followed by Brewdog Alcohol-Free, which controlled 10.9% non-alcoholic beer market share.
In the US, Guinness 0.0 made it to the top 3 non-alcoholic beer brands on food delivery in 2022. It controlled 14.8% non-alcoholic beer market share in the US. Coors Edge had an 8% Quarter-on-Quarter growth in Q4, 2022. It controlled 9% of the non-alcoholic beer market share in US food delivery. However, the penetration rate of top 5 non-alcoholic beer brands summing up together in US food delivery is still less than 1%. Compared to Coca-Cola, which has a penetration rate of 50%, the great gap indicates plenty of spaces for alcohol-beer brands to grow in both the US and UK food delivery industry.
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