June 20, 2025 – Beer and cider producers in Europe have evolved their offerings vastly in recent years. As consumer demand changes and new flavors are explored, the industry continues to grow year-on-year. New products from breweries of all sizes are lining the shelves, and the market for alcohol-free beer marks a turning point in beverage consumption, allowing consumers to support their wellness goals while engaging in indulgence.
Innova Market Insights takes a look at the trends shaping Europe’s beer and cider market. The popularity of beer and cider options is on the rise, driven by consumer interest in sensory experiences and authenticity. Innova Market Insights also shines a light on how brands can boost their appeal by improving taste, texture, and aroma while emphasizing traditional production methods and local ingredients.
The important factor from each of the following trends will be to resonate with consumers’ cultural identity and health interests. Incorporating functional ingredients that promote wellbeing, such as adaptogens and botanicals, along with unique flavor infusions and collaborations, can further differentiate products in a competitive market.
How to Maximize Consumer Preference With Flavor-Rich Beer & Cider
Fast-growing beer and cider options, such as farmhouse cider and ginger beer, are gaining popularity. Brands are enhancing their appeal by focusing on sensory-driven innovation. By improving taste, texture, and aroma through processing methods like filtration and maturation, companies are in the process of elevating quality perceptions and increasing consumer preferences.
This strong emphasis on sensory experience exists alongside a deep respect for tradition, which influences consumer choices, especially in Europe. This dual focus presents an opportunity for brands to differentiate themselves by highlighting their heritage and artisanal craftsmanship.
Why Boosting Brand Appeal Can Emphasize Authenticity
Consumers highly value authenticity in their food and beverage choices, with many prioritizing local ingredients in traditional foods. Claims of traditional production methods particularly influence alcoholic beverage purchases, demonstrating a strong connection to cultural identity.
This preference aligns with a broader trend where nearly two in five European consumers value specific health and wellbeing benefits in their diet. This leaves brands with a clear opportunity to meet these demands by incorporating functional ingredients that offer targeted advantages, supporting consumers’ health across their lifespan.
How to Enhance Consumer Wellbeing With Functional Ingredients
Brands should incorporate functional ingredients into their products as they promote hydration, brain health, and emotional wellbeing. Innovations such as adaptogenic infusions and botanically enriched brews can improve the appeal of products. Additionally, prioritizing high-quality ingredients can build consumer trust.
Prioritizing the inclusion of functional ingredients that deliver targeted benefits for consumers’ health and wellbeing at every stage of life is another key area for brands to develop based on research results. Certain Belgian beers are known to include magnesium, which contributes to normal psychological and nervous system functioning, electrolyte balance, muscle function, and reduction of tiredness and fatigue.
Leveraging Craftsmanship & Collaborations
The growing popularity of limited editions in this space reflects a demand for exclusivity and craftsmanship. Techniques like barrel-aging, co-branded collaborations, and unique flavor infusions utilizing whiskey, rum, and red wine barrels can add depth and complexity to products.
Brands can strengthen their market positioning by forming strategic partnerships and employing premium storytelling. Leveraging co-branding to enhance credibility and expand reach, such as strategic collaborations with breweries and events, can strengthen brand positioning and create distinctive consumer experiences.
How to Expand Consumer Appeal With Bold Flavor Infusions
There has also been an increase in fruit beer sales in the UK, which shows growing consumer demand for flavorful, lower-alcohol innovations. Embracing the appeal of craft beverages through unique infusions and cross-category blends can drive differentiation. While innovations incorporating fruit, tea, and herbs offer new pathways for growth.
Amid rising competition from hard seltzers, flavor combinations in beers can compete with taste and texture attributes. Beers such as sour beer can be brewed as a crisp, refreshing beer infused with homemade fresh watermelon and cucumber purée, a flavor that evidently has a unique taste and marketing position. These, in turn, can make the food and beverage experience unique to consumers.
What’s Next for Beer & Cider Trends in Europe?
As protein remains a key focus in health and nutrition, a high-protein alcohol-free beer presents a novel way to support consumers seeking functional benefits in their everyday drinks. With growing awareness of antioxidants’ role in overall wellbeing, incorporating antioxidant-rich ingredients like green tea into beer offers a compelling choice for consumers seeking both enjoyment and functional benefits.
Bringing nostalgic flavors to life with an indulgent drink is another trend that is likely to develop. Incorporating flavors inspired by classic toppings brings a sense of nostalgia and indulgence. Combining these flavors into beer creates an exciting, dessert-like experience that resonates with consumers seeking novelty and comfort.
Embracing zero-waste for a more sustainable future will also be a key trend, focusing on repurposing surplus ingredients to align with growing sustainability priorities. Market examples already include a non-alcoholic wheat beer brewed with reclaimed citrus peels that not only reduces waste but also delivers a refreshing, eco-conscious choice for mindful consumers.
Lastly, leveraging large-format kegs to elevate the beer experience, such as a 5-liter metal keg, can offer a convenient and social-friendly packaging format. This caters to consumers looking for easy-to-serve options for gatherings while preserving freshness and enhancing the drinking experience.
This article is based on Innova’s Overview in Beer & Cider in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
