There’s no shortage of different beer varieties or places to purchase them. But recently, there’s been a sort of resurgence of home brewing, according to the American Home Brewers Association. Businesses are even selling a wider variety of kits and other home brewing supplies to appeal to beer drinkers who want to brew their own batches at home. So how many consumers are interested in home brewing? We asked 1,000 respondents about their thoughts on beer and the idea of home brewing.
In Ask Your Target Market’s latest survey, 12% of respondents said that they last drank or purchased beer within the past day. 15% have in the past week. 10% have in the past month. 8% have drank beer within the past three months. 5% have within the past year. 9% said it’s been more than a year since they last drank or purchased beer. And 41% said they aren’t beer consumers at all. In general, 54% of beer drinkers said that they normally purchase beer from grocery stores. 34% buy beer from liquor stores. 29% buy beer at bars. 27% do so at restaurants. 16% drink beer at parties or special events. 10% buy beer from specialty stores. And 6% go to breweries.
Overall, just 5% of respondents said that they’ve tried brewing their own beer at home many times before. And 8% said they’ve tried home brewing once or twice. Looking forward, 18% of respondents said that they are at least somewhat interested in home brewing their own beer at some point in the future. Of those who have already tried home brewing, 49% said they’re interested in home brewing again in the future. Those who have tried home brewing were also more likely to drink beer on a fairly regular basis, and more likely to purchase beer from basically every other source, in addition to their interest in home brewing.
More specifically, just 14% of respondents said that they are at least somewhat likely to purchase home brewing kits or supplies within the next year. Most of those respondents seem likely to purchase those supplies from large retailers like Walmart, Amazon, Target and Kmart.
Home brewing does seem to be a concept that’s gaining some popularity. But those who are interested in home brewing are likely to purchase supplies at the same places where they purchase many other items, rather than going out of their way for those purchases specifically. For companies that sell home brewing supplies, that likely means that placement and visibility in stores and websites is key. But it’s also worth noting that those who are interested in home brewing are also likely to purchase beer from other sources. So it’s not necessarily something that’s going to have a big negative impact on other beer sellers. So home brewing companies could potentially create partnerships with breweries or beer brands to increase their reach as well. You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.Photo Credit: Brew Projects by Tim Patterson under CC BY-SA 2.0What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on November 8-12 via AYTM’s online survey panel.