With many health-conscious consumers choosing to drink less alcohol in general rather than compromise their well-being goals, breweries are responding to this change in behavior by creating better-for-you and performance beer products that specifically cater to the needs of athletic individuals.
Sufferfest makes a variety of craft beer products specifically for "active, healthy, passionate humans," including Repeat, a Kolsch-style beer. The light, 95-calorie product shares just five carbs and is brewed with bee pollen to enhance its floral and honey aromas. Notably, bee pollen was also mindfully chosen as a functional ingredient for the beer, as a tablespoon of it contains over a gram of protein.
Although alcohol and athleticism weren't previously linked by products, Millennials' passion for health and wellness is driving change across the industry.
Better-for-You Performance Beers
Sufferfest's Kolsch-Style Beer Targets Athletic Consumers
Trend Themes
1. Better-for-you Beers - Craft breweries are creating better-for-you beer products that cater to the needs of health-conscious consumers.
2. Performance Beer - Breweries are developing performance beers that target athletic individuals seeking low-calorie and high-protein options.
3. Functional Ingredients in Beer - Breweries are incorporating functional ingredients like bee pollen into their beer products to provide additional health benefits.
Industry Implications
1. Craft Beer Industry - Craft beer breweries have an opportunity to tap into the growing market of health-conscious consumers by creating better-for-you beer products.
2. Fitness and Wellness Industry - The fitness and wellness industry can collaborate with breweries to promote performance beers as a healthy option for active individuals seeking low-calorie and high-protein beverages.
3. Natural Supplements Industry - Breweries can partner with the natural supplements industry to explore functional ingredients like bee pollen that provide health benefits in beer products.