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Even as the broader alcohol industry faces headwinds and declining consumption, consumers are telling CivicScience where demand still exists. In beer specifically, CivicScience’s real-time, consumer-declared insights show that nearly half of U.S. adults 21+ (47%) plan to purchase beer in the next three months, underscoring a key demand signal in this category.
A closer look at upcoming beer-buying plans reveals consumers will be raising a can or glass for multiple near-term occasions, with a heavy emphasis on social drinking, from parties to holiday gatherings. Stress is also likely playing a role in the short-term beer demand, as 6 in 10 of those buying beer in the next 90 days report they’ve been feeling at least ‘somewhat’ strong feelings of stress over the past week. Each of these intent signals represents a touchpoint where store choice and qualities of the beer come into play, creating opportunities to influence what ultimately makes it into their cart.
Weigh In: What is your go-to beer style to drink in cool, fall weather?
CivicScience’s real-time consumer-declared data reveals what is likely to be shaping purchases before they are made. Unlike behavioral data that tracks where consumers have been, CivicScience captures what consumers say they intend to do, helping brands understand demand as it emerges, not after the fact.
A closer look at near-term beer buyers highlights a few defining characteristics:
- Calorie-conscious: Fifty-eight percent say low-calorie options are at least ‘somewhat’ important when they’re choosing a beer.
- Brand over price: They’re nearly 4x more likely to prioritize brand than they are to value price when buying alcohol.
- Open to discovery: More than three-quarters of near-term beer intenders say they’re at least ‘somewhat’ open to trying newly launched brands.
- Where they buy: Roughly two-thirds say they purchase most of their alcohol from grocery, big box, or liquor stores.
Consumers also shared additional preferences regarding beer, such as their ideal ABV (alcohol by volume) percentage and their favorite beer style. Clients would also be able to monitor how those preferences shift in real time.
Given the prominence of grocery store alcohol purchases among these high-value beer buyers, grocers stand out as a key environment for influencing purchase decisions before they’re made, particularly in the online space. While most of these consumers buy their groceries in-store, a notable share expect to order online for pickup. While grocery delivery is comparatively less common, an additional survey finds as many as 18% say they’re intending to try it soon.
Take the Poll: Are you generally a fan of craft beer?
While the spotlight in recent years has, understandably, shifted toward non-alcoholic and sober-curious options, this focus overlooks the fact that nearly half of U.S. adults 21+ still report planning to purchase beer in the next 90 days. The culmination of imminent holiday gatherings and sports seasons kicking off, CivicScience shows consumer intentions while they’re still forming — from the occasions driving purchases to the stores, platforms, and product features they plan to engage with.
