'Light Beer' Refers to Beers with 30 kcal or Less per 100ml
Estimated Purchases Last Year 108.7 Billion KRW... Double the Previous Year
Growth Expected to Continue in the New Year Due to Healthy Pleasure Trend
Recently, light beer has been gaining presence in the alcoholic beverage market. Light beer generally refers to beer with fewer than 30 kcal per 100 ml. It contains about 30-50% fewer calories compared to regular beer. With the spread of the 'healthy pleasure' trend, which promotes enjoying health, and a consumer culture that discourages excessive drinking, light beer is emerging as an alternative for consumers who want less fattening and less intoxicating drinks, as well as more relaxed drinking occasions. Following a rapid growth last year, when the purchase volume of these products more than doubled, it is expected that their market share will continue to increase in the new year.
According to the beer trend purchase big data analysis by MacroMill Embrain, a market research firm that analyzed consumption data of 20,000 consumers aged 14 to 69 nationwide, the estimated purchase amount of light beer sold at large supermarkets and convenience stores from January 1 to November 30 last year was 108.7 billion KRW, a 122% increase compared to 49 billion KRW during the same period the previous year. During the same period, the market share of light beer in the overall beer market also more than doubled, rising from 2.3% to 5.2%.
Notably, the purchase rate of light beer is higher among middle-aged and older adults than among the younger generation, who are known to prefer lighter drinking occasions. According to the data, among consumers who purchased light beer at major distribution channels from January to November last year, those in their 40s accounted for 31.7%, higher than those in their 30s at 24.6%. The purchase share of consumers in their 50s also reached 24.4%, with the 40s and 50s age groups together accounting for 56.1%. The shares of consumers in their 20s (9.8%) and 60s (9.5%) were in single digits.
An Embrain official explained, "It can be interpreted that as the 40s and 50s age groups enter a period of increased interest in health management, their desire to reduce the burden of drinking is becoming stronger."
As more people seek to keep drinking occasions, including various gatherings, shorter and less burdensome than before, alcoholic beverages with relatively low alcohol content and calories, such as light beer, are likely to emerge as choices in the new year. In fact, an analysis of sales by E-Mart from January 1 to December 12 last year showed that while the overall growth rate of beer products was 5%, the growth rate of non-alcoholic beer with 0.00% alcohol content and non-alcoholic beer with less than 1% alcohol content was 21%, more than four times higher.
An Embrain official noted, "Although it is difficult to regard beer itself as a healthy beverage, light beer can be a compromise for consumers who want to reduce the burden of drinking," adding, "It is expected that competition among industry players to capture the light beer market will intensify in the future."
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