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