A foaming world growing
Artisanal beer has taken control of the heart (and palate) of many in recent years. Let’s take the United Kingdom as an example, where beer production has been so active that, for last year, 10 new microcervery was inaugurated every week! Its success is not only measured in beers per bar, but also position themselves as the world leading country in per capita breweries.
In the United States, more than 5,300 independent breweries have been counted that have been sizzling on the scene. Although growth has slowed slightly in the last two years, the passion for beer remains firm, showing that this sector is not a passing fad.
In sight: consumer choice
A recent Nielsen report brought to light a fact that does not surprise lovers of good beer: the labels are crucial! It turns out that a large majority of consumers get carried away by the container and the presentation to calculate which beer to include in their cart. In fact, a amazing 66% of fans would be willing to try a new beer that attracts their attention with a good design.
The decisive moment
And what about those sacred minutes of decision? 70% of drinkers decide their purchase right at that moment when they face the shelves. A tip for producers! A good investment in the design could be the push they need to see their sales increase.
The illusion of quality
The wrapper is everything, and you cannot ignore how this affects the perception of quality. Sometimes, an exceptional beer can be detached by an unattractive design, while another of lower quality, which shines with an original packaging, can catch the consumer as an attempt to magic in a stage.
Gender differences in perception
The report reveals that design attracts men, while for women, attention is more focused on the style of the bottle. Of course, everyone has its charm.
What really matters
Within the analysis it was identified that the first aspect that people notice when buying in packs (43%) is the presentation box, followed in the same proportion for the information about the place of production. Interestingly, the color of the container was on the last step, surprising considering that in other products, such as chocolate, color is usually a decisive factor.
The power of a good label
Creative labels play a crucial role and are responsible for deciding shopping. In the end, illustrations, smart graphics and creative logos overcome to beer descriptions themselves to attract consumer attention.
Design: The king of the beer market
In the artisanal beer jungle, the design and format are the kings of the show, and choosing an adequate one is not a bicycle ride. Experts warn that finding the perfect packaging can take years of tests and errors.
As the market floods with new references, competition becomes fierce. Make your product stand out is more crucial than ever, especially in an environment where consumers do not know many of the brands.
Interested in more details about this fascinating report? Do not hesitate to take a walk around the Nielsen page!
