What's Driving the Global Hops Market?

New consumer insights shaping beer, NA beer, & beyond-beer innovation.

REPORT DOWNLOAD

What Today’s Beer Drinkers Expect from Hops and Flavor

Based on insights from 6,000 beer drinkers across 12 countries, this report reveals how flavor, hop variety, and clean-label expectations are influencing purchase decisions — and what it means for brewers.

Inside the report, you’ll learn:

  • Why 86% of consumers view natural flavors positively in beer
  • Which label claims build trust across regions
  • How hop extracts and natural flavors impact purchase intent
  • Where hop variety differentiates NA beer and hop water
  • Flavor trends shaping innovation by region and generation

Download the free consumer insights report and turn global consumer data into smarter brewing and flavor decisions.

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