16 Sep 2021
Posted in Consumer
Bud Light Next will appeal to third of US population focused on fitness and cutting carbs, according to GlobalData
Following today’s (16 September 2021) news that Anheuser-Busch is launching its first-ever zero-carb beer, Bud Light Next;
Khalid Peerbaccus, Senior Researcher at GlobalData, a leading data and analytics company, offers his view:
“A beer from a recognized brand like Anheuser-Busch that addresses the demand for fewer carbs will find popularity in a market increasingly driven by health and fitness consciousness, as GlobalData’s survey finds that 35%* of US consumers admit that they are trying to reduce their intake of carbs, and a further 36%* say they are consuming carbs in moderation.
“During the COVID-19 pandemic, consumers have been undertaking new diet and fitness regimes while still at home. With fitness at the forefront of people’s minds, this may encourage them to seek out a beer that is free from the added ‘guilt’ of carbs and the added work of burning them off afterwards.
“The carbohydrate content displayed on a product is one that always or often influences the purchasing decision of 50%** of US consumers, and a further 23% acknowledge that it has somewhat of an influence on their decision.
“It is unlikely that a beer will ever be deemed a healthy beverage choice, however one that contains zero carbs from a brand leader is more likely to be an attractive option for consumers – particularly for generation Z – who are targeted by an abundance of zero-carb options in other food and drink categories.”
*GlobalData survey asked consumers to describe their consumption of carbohydrates: ‘actively trying to reduce’ or ‘moderate’
**GlobalData’s 2021 Q3 Global Consumer Survey – US