As Generation Z young people move towards the mainstream, quality and taste are becoming important consumption decision-making factors for these consumers.
In addition, compared to getting drunk, restrained drinking and getting tipsy are increasingly popular among contemporary young people. Lifestyle changes coupled with health concerns have made the trend toward moderate drinking increasingly common.
Against this background, what new consumer trends are emerging in the beer industry? Which sub-categories are favored by young people? 
Compared with the mature beer market in China, fruity beer has received more attention in recent years and is favored by young female consumer groups.
Data shows that most young women will choose to buy fruit wine when buying fruit beer, and the proportion of this group will increase from 10% in 2020 to 30% in 2022.
The taste of fruit-flavored beer is also becoming increasingly rich, from the early simple pineapple flavor and lemon flavor to the multiple flavors of strawberry, peach, lychee, mango, passion fruit and mixed fruits to satisfy the younger generation's desire for new fruit-flavored beer pursuit. Emerging flavors such as apple, pear, and poplar nectar also have great consumption potential among young female consumers.
As consumers' demands for the taste of beer products continue to change, as well as continuous innovation and diversification in the market, the market prospects for fruity beer are broad.
With the emergence of new consumer culture and new consumption scenarios, the current Chinese beer market has moved from meeting the basic needs of consumers to a development stage that pays equal attention to basic demands and quality demands, and at the same time superimposes taste demands. Among them, puree craft beer, which focuses on flavor and taste, has become a new consumption trend among young people.
According to statistics, from 2017 to 2021, the growth rate of China's craft beer consumption is higher than the overall growth rate of the beer industry, and it is predicted that it will reach 130 billion yuan by 2025. At the same time, the unit price of domestic craft beer consumption is increasing year by year. It is expected that the unit price of craft beer will reach 80 yuan/liter by 2025. The "pure fever" in the national beer market is continuing to heat up.
In addition, with the upgrade of cold chain logistics, puree has begun to conquer beer lovers. The proportion of consumers actively searching for puree beer is increasing year by year. Data shows that the market size of puree beer on Taobao and Tmall continues to grow, with a compound growth rate of 40% in two years.
With the rise of non-alcoholic beverages and the desire for a healthier lifestyle, more and more people are drinking in moderation.
A research report released by IWSR shows that global alcohol-free products are expected to grow by nearly 50% in the next five years. China is a large market that is growing very rapidly. If the domestic non-alcoholic beer market share reaches 8% in the next five years, it will be about 20 billion yuan.
Since drinking is linked to a variety of health problems, health-consciousness is also becoming a trend in the development of alcohol. The "White Paper on Taobao and Tmall Beer Consumption Trends in 2023" shows that products focusing on low-calorie and sugar-free products are also spreading from beverages to low-alcohol alcoholic beverages. On the sugar-free alcohol track, fruit wine leads the way, followed closely by beer.
In the beer market, in 2023, consumers’ active searches for sugar-free beer will increase significantly, and awareness and demand for sugar-free beer will increase rapidly. This has also promoted the development of the sugar-free and low-calorie beer category, with a growth rate higher than that of sugar-free beer. Sugar and wine as a whole.
