China Food

In the slightly drunk era, can alcohol free beer conquer the market and young people?


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alcohol free beer needs to face many challenges.
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Young people are more and more able to live while rolling around.
 
Low fat, low sugar and low calorie have become a label for young people. Sugar free cola and vitality forest have become essential products for young people to solve their appetite. In addition, alcohol, beer, cocktails and other low concentration alcohol have become their “just need”, and even created the current slightly drunk era.
 
According to the survey of 2021 Internet users’ body anxiety report, 54.1% of Internet users are not satisfied with their body, 46.4% of Internet users think they need to lose weight at this stage, and 36% of them are willing to try low calorie and low-fat snacks. The main motivation for young people to buy low calorie and low-fat food is to lose weight, and the second reason is to prevent obesity.
 
Alcohol has also become one of the obstacles for young people to lose weight. They not only enjoy slight drunkenness but also pursue health, which makes alcohol-free alcohol enter the public’s vision, but young people don’t seem to buy it.
 
In the second half of 2021, the domestic alcohol free brewing beer brand “new zero” completed tens of millions of angel rounds of financing, led by Hillhouse venture capital and followed by canglan capital.
 
According to sun Xiaonan, founder of “new zero”, non-alcoholic beer is the inevitable product of consumption upgrading and changes in consumer demand, but a cruel reality is that in the slightly drunk market, non-alcoholic beer is still difficult to shake the current market.
 
Young people no longer believe in “0 add”
 
It can be said that the popularity of sugar free cola and vitality forest undoubtedly meets the needs of young people in the pursuit of “health” and makes the beverage market no longer compete for market share by taste. Under this change, many new brands boasting “0 addition” poured into this track, quickly occupied the market and became the leader in the beverage market.
 
Unfortunately, although “0 add” marketing has achieved many new brands, it can not escape the fate of “rollover”.
 
As we all know, Yuanqi forest pushed this marketing model to the forefront, and the reason for its controversy also began with the event of Zero sugar to low sugar in Yuanqi forest, which directly led to many young people’s difficulty in believing the publicity of “zero addition”.
 
Even the real “0 sugar”, its essence is to replace sucrose and high fructose syrup with natural sugar substitutes or artificial sweeteners. For example, sugar free Cola has added many artificial sweeteners, sucralose, sorbitol, aspartame substitute… No less than ten kinds.
 
 
Some studies have found that artificial sweeteners have adverse effects on intestinal microorganisms and increase the brain’s demand for sugar. After reaching a certain intake, they will burden the metabolism of the liver, increase insulin resistance and cause obesity.
 
In other words, compared with reducing the use of sucrose, sugar free artificial sweeteners cause more damage to the human body. This undoubtedly goes against the original intention of young people to pursue health.
 
Compared with “sugar free”, the concept of “alcohol free” of many new beer brands undoubtedly comes from the vitality forest. However, this kind of marketing play can no longer enable young people to “get on top” like the original vigorous forest.
 
First of all, many young people choose to drink in order to pursue a sense of slight intoxication. Compared with alcohol-free beer, it is obvious that ordinary alcohol is a better choice, while drinks will be a better choice for people who don’t like drinking; Secondly, there is a gap between the taste of alcohol free beer and ordinary beer, which can not be completely restored; Finally, the target population of alcohol free beer can only be children, women and the elderly, which has obvious limitations.
 
The alcohol free beer brand “new zero” has been benchmarking the vitality forest. Fundamentally, in addition to the similar marketing model, they also belong to the same track to some extent, but it is not easy for “new zero” to replicate the vitality forest.
 
Alcohol free beer, trapped in “alcohol free”
 
Alcohol free beer spans the beverage industry and the liquor industry. This ambitious positioning seems to have a broad market, but in fact it is more like a shackle.
 
In the beverage track, the competition between new and old brands has never stopped. Old brand enterprises such as Master Kang and uni president, as the leaders of tea enterprises, occupied 61.1% of the tea market share in 2019. However, under the impact of new brands such as nongnongshan spring and tea π, the situation of “two super and many strong” gradually disappeared and replaced by the grand occasion of letting a hundred flowers bloom. Yuanqi Senlin rose rapidly at this time, creating a number of followers.
 
 
According to the data of AI media network, it is expected that the scale of China’s soft drink market is expected to reach 1323 billion yuan in 2024, and the compound growth rate of basic categories such as protein drinks, fruit juice drinks and solid drinks is less than 3% from 2014 to 2019, while packaged drinking water, functional drinks and coffee drinks are still growing in double digits, of which the market share of packaged drinking water and instant tea drinks accounts for more than half.
 
The rapid development of new categories means that old categories are being forced to withdraw from market competition. For example, the development of solid drinks is relatively slow, coupled with the emergence of new tea drinks, which has seriously reduced its market share. Although the sales volume increased during the epidemic, it can not reverse the current situation that it has been gradually replaced.
 
This undoubtedly gives alcohol free beer a great opportunity.
 
However, alcohol free beer is difficult to clearly define whether it should be alcohol or beverage, or both. However, no matter what kind of definition, under the health preservation normal of young people Schrodinger, it means that it is not “pure”, which will directly face the competition in the two industries of drinks and alcohol. For young people who like drinking and don’t like drinking, alcohol free beer won’t be the best choice.
 
The development of beverage track is in full swing, with the alternation of new and old categories, but it is obvious that alcohol free beer is difficult to pry the beverage market and can only become marginalized products. If you want to occupy market share in the alcohol industry, it is more difficult. Because the market share of beer is relatively small in the two categories of red wine and baijiu. With the competition from foreign brands, the limitation of alcohol free beer is obviously.
 
According to the industry forecast data, the total domestic beer output in 2021 will be about 35.3 million kiloliters, with a profit of 17.5 billion, a year-on-year increase of 30.7%. The Q3 financial report of Tsingtao Beer showed that the revenue was 26.77 billion, a year-on-year increase of 9.62%, while Budweiser Asia Pacific China market achieved a revenue increase of 17.5% from January to September.
 
In terms of beer market share, the market share of the five leading brands, China Resources beer, Tsingtao beer, Budweiser Asia Pacific, Carlsberg and Yanjing Beer, is as high as 93.9%. As a new category, alcohol free beer is not so easy to stand out from many other brands.
 
After all, many drinkers’ first impression of alcohol free beer is often with a question: alcohol free beer or wine?
 
Therefore, alcohol free beer can be seen in both the beverage market and the liquor market because of its very low alcohol level. However, because of “alcohol free”, the positioning of alcohol free beer is not clear. There are too many competitors in the face of the two sides of beverage and liquor brands.
 
Slightly drunk market, do you need “alcohol free”?
 
Well, since it is difficult for the liquor and beverage industries to harvest the market, the slightly drunk market, which is gradually developing, seems to have become the best track for alcohol free beer.
 
There make complaints about the sounds of tucks, which are the pastime of young people after work. Pre cocktail, plum wine, fruit wine, liqueur and fruit beer are the hottest choices for consumers, especially those with high and low degrees of value, which are favored by young people.
 
In September, the listing of “the first share of the tavern” hellens directly ignited the heat of the slightly drunk market. For a time, the tavern became hot and became one of the places for young people to get slightly drunk.
 
In the tavern, all beer and cocktails, coke and whisky, which are not high in alcohol, taste good and cheap, are the favorites of the slightly drunk market. The sales volume of 10 yuan bottled beer, fruit beer and milk beer will reach 61.17 million yuan in 2020. Calculated, the average daily sales volume will reach at least 16759 bottles, which also shows that more and more young people are choosing low alcohol wine.
 
In order to cater for the young people’s preference for Baijiu, new brands emerged rapidly, and the new brands such as Meishan, red mobile and Sansheng stone were rapidly rising. In the first quarter of 2021, the sales of 2449 liquor brands increased by more than 100% and over 100% of the sales channels of Tmall and Taobao. Among them, the low alcohol brands reached 1415, accounting for 57.8%, far exceeding the sales volume of liquor and beer.
 
The extremely rich low alcohol liquor has created its own slightly drunk market for young people who like to drink but don’t want to get drunk. Obviously, the addition of alcohol free beer only makes the originally saturated market more saturated. It is not easy to win the first place and even change the pattern of the whole market.
 
Although consumers have a high acceptance of beer, sweet wines are more attractive to young people. It can be seen from the data that the growth rate of plum wine exceeds 400% and 1000%, and the growth rate of fruit wine exceeds 120% and 400%, which means that young people are slowly inclined to buy fruit wine and sake. After all, fruit wine and sake are more delicious than the bitterness of beer.
 
Moreover, the price of alcohol free beer is not cheap. Taking the price of 136 yuan for 12 cans of Qingdao alcohol free beer as an example, the price of 12 cans of ordinary Qingdao beer is only 57 yuan, and the price of 6 bottles of Helen’s beer is only 46.6 yuan. In comparison, many price sensitive consumers may not buy it. The average price of a can of alcohol free beer of other brands is also more than 10 yuan, which leads to the low sales volume of most alcohol free beer, and there is no lack of evaluation of “average taste, bad taste” and “slightly bitter taste”.
 
From this point of view, the acceptance of alcohol free beer in the slightly drunk market is not high. Although low alcohol beer is preferred by young people, it is difficult to arouse their interest in alcohol free beer under the condition of high market saturation. In addition, the competition is particularly fierce for both online new retail brands and offline tavern tracks, leaving few opportunities for alcohol free beer.
 
The first mock exam of “0 sugar, 0 calories and 0 alcohol” has created the forest of vitality, but this model can not make the beer without alcohol become the second “forest of vitality”. Because its positioning is not clear enough, it can not highlight its advantages in the fierce competition. At present, alcohol free beer still has a long way to go if it wants to obtain the market in the new consumption era.
Author: Internet gray; Source: Koi Finance (ID: jinlifin), reprint authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
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