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 glutenfree (32%) beer. In fact, over a third of consumers (34%) say low-calorie content is an important factor when purchasing beer.
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