---
title: "2019 Top 10 Consumer Trends: What Can the Beer Industry Learn?"
description: "Recent reports from Mintel, Nielsen, and Euromonitor highlight key consumer trends in China for 2019, offering insights for the beer industry. These trends include experiential consumption, personalized products, healthier options, and the importance of social media and environmental sustainability."
author: "主编酒酿丸子"
publisher: "New Distribution"
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published: "2019-03-12"
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# 2019 Top 10 Consumer Trends: What Can the Beer Industry Learn?

> Recent reports from Mintel, Nielsen, and Euromonitor highlight key consumer trends in China for 2019, offering insights for the beer industry. These trends include experiential consumption, personalized products, healthier options, and the importance of social media and environmental sustainability.

Click 'Read Original' for details.
> Source: Beer Daily (ID: beerdaily)
Recently, Mintel released "China and North Asia Consumer Trends 2019," Nielsen released "Top 10 Trends in China's Consumer Market," and Euromonitor also released "China Consumer Trends."
Although these reports provide macro-level data analysis of Chinese consumers, we can still extract insights relevant to the beer industry.
What can the beer industry learn from changing consumer behavior?

**01**
**Experiential Consumption Is More Attractive**
Mintel's trend report mentions that consumers increasingly value experiential consumption, hoping to broaden their horizons through experiences and showing greater interest in novel, immersive activities.
Image source: Mintel
Beer has a broad audience, and its nature suits social and experiential consumption. This trend suggests that the beer industry needs more immersive marketing models to better engage consumers.
Yuengling, one of America's oldest breweries, offers tours at several of its breweries, where visitors can learn about the brewing process, explore the cellars, and taste freshly brewed beer.
As one of the major beer countries, the U.S. has intense competition, and such experiential activities can effectively help breweries sell more beer.
According to the Brewers Association, beer consumed during brewery visits accounts for about 7% of total craft beer production, approximately 200 million liters.

**02**
**Accurate Interests Drive Consumption**
The advent of Pinduoduo has further promoted acquaintance-based consumption as a mainstream trend.
Image source: Nielsen
Nielsen data shows that consumers in third- and fourth-tier cities are more accustomed to acquaintance-based consumption, preferring group-buying models. In contrast, first- and second-tier cities are more inclined to use interest-based social interactions to drive consumption, such as social platforms like Xiaohongshu that focus on product recommendations.
As beer is a product that can quickly gain traction among young people, brands may need to understand current youth interests and topics as much as possible.
Beer brands can create marketing campaigns that resonate with topics relevant to young people. Simple, boring product selling is likely no longer welcomed by the youth.

**03**
**Meeting Personalized Needs**
According to Nielsen's chart, while purchasing products, consumers also have more humanized demands on brands. The chart shows that different consumers have different personalized needs and consumption habits.
Image source: Nielsen
Beer brands can learn from this that the 2019 trend may require more products on the market that meet personalized needs.
For example, Budweiser's Natural Light produces strawberry lemon-flavored light beer, which is more suitable for those who do not like the taste of beer. Domestic brand Yanjing has launched a non-alcoholic beer to meet the needs of those who cannot drink alcohol.

**04**
**Developing Healthier Beer**
According to Mintel's report, consumers have strong demand for certain types of products.
Image source: Nielsen
Due to increased work and life pressure, Chinese consumers hope to improve sleep quality and energy levels, leading them to continuously seek new products that promote a healthy lifestyle.
45% of Chinese consumers say that a healthy lifestyle is most important, including food, beverages, and other products.
Exploring healthier, more natural beer could be a direction for beer brands.

**05**
**The Simplest Is the Best**
Image source: Euromonitor
Euromonitor's report's second point mentions that consumers are beginning to reject mass-produced products, preferring handmade, back-to-basics, and higher-quality goods. Consuming such products makes them feel more quality-conscious, independent in consumption habits, and better able to express individuality and values.
Whether it's food or alcoholic beverages, consumers prefer handmade products. The development of craft beer will further improve in 2019.

**06**
**Personalized Packaging Will Become Mainstream**
Packaging is the first impression consumers have of a product. Nielsen's chart shows that consumers make purchase decisions in only 3-7 seconds, and the most direct influence on purchase decisions is the outer packaging.
Image source: Nielsen
Especially, 64% of consumers who have personalized requirements will try new products based on packaging.

**07**
**More Rational Consumers**
Although consumers' willingness to spend has increased, there are also more rational consumers. Mindsets like "cheap goods are not good" and "big brands are definitely good" have diminished.
Image source: Nielsen
According to Nielsen data, people are accustomed to saving money in various ways, including membership prices, group buying, or using multi-channel price comparison apps.
Notably, the market share of small manufacturers increased from MAT1709 in 2017 to MAT1809 in 2018, and the brand halo effect has further weakened in consumers' minds.
This means small manufacturers have more opportunities to be accepted by consumers. From the data, consumers do not primarily consider brand size; if a brand offers sufficient discounts, has enough activities, and quality is not inferior to big brands, consumers will still tend to choose smaller brands.

**08**
**Valuing the Power of Women**
Image source: Nielsen
Mintel's report also mentions that women are a consumption force not to be underestimated. Especially as women exert more energy in the workplace, society, and family, brands that understand women's roles in these areas can gain more female favor. At the same time, women's economic power should not be underestimated.
Skol once planned a marketing campaign called "Dress the Girls in Old Ads." Skol's old ads contained many elements of exposed women, but this time they invited a group of illustrators, all female, to recreate these old ads.
This campaign aimed to promote gender equality. By dressing the exposed women in old ads, it attracted many female fans. At least from a female perspective, this might be a female-friendly brand.

**09**
**New Consumption Methods on Social Platforms**
Image source: Euromonitor
According to Euromonitor data, globally, 45% of people share photos or videos weekly. Whether using a computer or mobile phone, and regardless of age, browsing social media is the most frequent internet activity.
This trend is also reflected in Mintel's report. 47% of Chinese users have used social platforms to share feelings and life in the past six months.
Therefore, it is more convenient for consumers to evaluate brands online. Online brand reviews become an important factor influencing consumer decisions.
Beer consumers are becoming younger, and negative reviews on social networks may significantly impact brand image. Therefore, brands should perhaps respond appropriately to negative reviews online.

**10**
**Focusing on Environmental Protection Adds Points**
Both Euromonitor and Mintel reports mention the importance of eco-friendly packaging.
Image source: Mintel
Mintel mentions in its report that more environmentally friendly packaging materials will win over many consumers. 40% of Chinese breakfast consumers hope breakfast packaging is more eco-friendly, and 33% of consumers who follow luxury brands on social platforms hope brands have eco-friendly designs and awareness.
Image source: Euromonitor
Euromonitor states that consumers are willing to pay more for eco-friendly, recyclable products.
Last year, Carlsberg innovatively designed the Snap Pack, replacing the plastic packaging around its previous six-pack of Carlsberg, using advanced technology to glue the six cans together. This design reduces plastic waste by more than 1,200 tons annually, equivalent to 60 million plastic bags.
Additionally, the bottle label was changed to Cradle-to-Cradle Certified™ silver ink to improve recyclability.
Consumer habits are constantly changing, and the factors influencing consumers are always evolving. As a youthful alcoholic beverage, beer needs to understand consumers to gain their approval.
The 2019 consumption trends still offer many lessons for the beer industry.
What new consumption trends do you think beer consumers will have in 2019? Feel free to share your views in the comments section.
**-END-**


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