"It felt like it was going to normalize at least multiple times over, and it just keeps on declining at this rate, he continued. It's hard to really put a finger on exactly one thing, but it's easy to look at the broad-brush of impacts on the trends, and it's just a tougher business now than it really ever has been for a consistent stretch."
"We hear so much about health. We hear so much about cannabis, THC, etc, competing categories. I just didn't hear enough about how pressured the average U.S. consumer feels, Bernot continued. We've known for a long time that well-off Americans are carrying a lot of water for the U.S. economy, but they can't do it forever, and especially not in general CPG."
The beer category is poised to finish 2025 with low- to moderate-single-digit declines in dollar sales and volume if the first 11 months' trends hold. Declines amount to roughly 30 million barrels below the recent peak, with part of the peak inflated by pandemic gains. Expectations of normalization have repeatedly failed as declines continue. Business conditions have become consistently tougher, driven by health and wellness shifts, younger consumers' lower alcohol interest, and the rise of intoxicating hemp products. Broader macroeconomic pressure on average U.S. consumers is constraining discretionary spending, and higher-income households cannot indefinitely sustain general CPG demand.
Read at www.brewbound.com
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