Global low-carb, zero-sugar beer market to grow as Sapporo 70, Michelob Ultra surge

From last June to September, 'Sapporo 70' ranked second in sales among over 200 imported beer varieties sold at E-Mart. Sapporo 70 is a beer with 70% less purine, a compound linked to gout. It outsold popular brands like Tsingtao, Heineken, Budweiser, Stella, and Guinness, trailing only Asahi Super Dry. Industry observers noted the unusual short-term surge in rankings. The importer, Mz Beverage, stated, "Despite increasing supply by 1.5 times compared to last year's limited edition, the product sold out for three consecutive weeks immediately after its June launch."

The rise of non-alcoholic beer has coincided with growing demand for so-called 'low-reduced' beers that minimize harmful components. While non-alcoholic beer appeals to those prioritizing health over intoxication, low-reduced beers cater to consumers seeking both health benefits and mild inebriation. The trend of balancing taste, alcohol content, and nutritional factors like calories, carbohydrates, and purine is expanding globally.

◇Low-Carb and Zero-Sugar Beer Trends

In the U.S., Michelob Ultra, a low-carb beer, surpassed Modelo Especial to become the top-selling beer within two years of its launch. Media attributed its popularity to health-conscious trends, emphasizing its zero-sugar and low-carb profile. A 330ml can of Michelob Ultra contains approximately 1.9g of carbohydrates (less than 1%) and 89 kcal, significantly lower than a standard 355ml can (around 150 kcal).

In South Korea, Michelob Ultra has maintained a top-20 ranking among E-Mart's 200 imported beers for the past three months. An E-Mart official noted, "Unlike competitors with multiple product lines and sizes, Michelob Ultra achieved this ranking with a single 330ml product." Oriental Brewery's 'Cass Light,' marketed as zero-sugar, ranked third in home beer sales in the first quarter of this year, growing 55% compared to the same period last year.

In Japan, 'zero-sugar' products eliminating glucose, maltose, and sucrose are gaining traction. Kirin's 'Ichibanshibori Zero Sugar' surpassed 200 million cans in cumulative sales within a year of its October 2020 launch and was named one of the 'Top 30 Hit Products' by Nikkei Cross Trend in 2021. This year, it has broken 700 million cans in cumulative sales.

◇Marketing 'Beer for Fitness Enthusiasts'

Manufacturers are shifting messaging to align health and alcohol consumption, targeting millennials and Gen Z. Oriental Brewery sponsored the Nike 10K Running Event with 'Cass Light,' while Hitejinro Co. backed running events with its zero-sugar 'Terra Light.' Michelob Ultra is strengthening its presence in domestic golf courses through its PGA Tour partnership. An industry insider remarked, "This strategy directly targets the desire to balance health and leisure."

Market forecasts are optimistic. According to Wise Guy Report, the global low-carb beer market is projected to grow from $6 billion in 2024 to $8.5 billion by 2030, a compound annual growth rate of 5.94%. Zero-sugar beer is expected to nearly double, from $2.8 billion in 2023 to $5.4 billion in 2032, with an 8.3% annual growth rate.