Top Rankings in the Home Beer Market in Q1
'Light Beer' Makes the List
Cass Light Achieves 4.9% Market Share
Terra Light Reaches 2.8%
As more consumers seek beers with less sugar and lower calories, light beers are gaining prominence. In the first quarter of this year alone, two types of light beer ranked among the top sellers in the home beer market, signaling the emergence of a new category. Industry insiders predict that, much like in the United States where light beers have already become mainstream, the share of light beers in the domestic market will continue to grow. Korean beer manufacturers are also vying for market share in the light beer segment, describing it as a "market they cannot afford to miss."
According to industry sources on May 17, two types of light beer ranked within the top ten for market share in the domestic home beer market during the first quarter of this year. OB Beer’s light beer, 'Cass Light', secured third place with a 4.9% market share, following Cass Fresh and Terra, while HiteJinro’s 'Terra Light' took seventh place with a 2.8% share.
Light beer is defined as beer with 30 kcal or less per 100 ml. It typically contains about 30-40% fewer calories than regular beer. While there is no set regulation for alcohol content, light beers generally have a lower alcohol content than regular beers.
OB Beer was the first to enter the light beer market in Korea, launching 'Cass Light' in 2010. Cass Light has an alcohol content of 4%, which is 0.5% lower than Cass Fresh, and contains 125 kcal per 500 ml, which is 65 kcal less than Cass Fresh. At a time when there were few light beers available, Cass Light increased its recognition as a sister brand to the number one beer, Cass Fresh. Based on market share, Cass Light rose from eighth place in 2023 to sixth place last year, and this year it has surpassed major competitor brands such as 'Kelly' and 'Crush'. Last year, OB Beer further strengthened its competitiveness in the light beer segment by introducing the American brand 'Michelob Ultra' to the domestic market. Distributed primarily at golf courses, Michelob Ultra has an alcohol content of 4.2% and contains no sugars.
HiteJinro joined the light beer market by leveraging its dietary fiber beer 'S', which was launched in 2007. In February 2023, the company released 'S Light', which contains 26 kcal per 100 ml, while maintaining the original taste and aroma and an alcohol content of 3.8%. In June last year, HiteJinro launched 'Terra Light', fully embracing the light beer trend. 'Terra Light' sold 10 million bottles within just two weeks of its release, and production volume was increased by more than 50% compared to initial plans due to its popularity.
Lotte Chilsung Beverage also launched 'Kloud Calorie Light', a light version of Kloud, in June 2022, but discontinued the product after two years. Lotte Chilsung Beverage stated, "At this time, we are not considering expanding the line," adding, "We plan to focus on our existing products such as Kloud and Crush."
Until recently, light beers were regarded as side products that supplemented regular beers. They were mainly enjoyed by consumers who preferred a light drink with meals or as a substitute for soft drinks, rather than by those who sought to savor the full flavor of beer. However, as the culture of group drinking and social pressure to drink has gradually faded, and as the main consumer base?the MZ generation?shows a preference for lower-alcohol beverages and the healthy pleasure trend spreads, the outlook is that light beer will continue to grow in popularity.
Light beer has already gained widespread popularity in overseas markets. This year, six out of the top ten beer brands in the North American market are light beers, including Bud Light, Michelob Ultra, Coors Light, and Miller Lite. In Japan as well, light beers are commonly sold. The outlook for the light beer market is bright. According to Precedence Research, the size of the light beer market is expected to reach $401.3 billion (approximately 550 trillion won) by 2033, representing a 28% increase compared to 2023.
An industry representative stated, "As drinking culture changes, products with lower sugar content and alcohol levels are gaining popularity," adding, "Since the health management trend is expected to continue, the share of light beers in the domestic market is likely to grow further, just as it has overseas."
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