North America Beer Market, By Consumer Group

Growth Outlook

• The North America Beer Market, By Consumer Group market is on a steady long-term growth path. Segment value stands at roughly USD 2178 Mn in 2026 and is projected to reach USD 2236 Mn by 2030 — a gain of about 3% over the forecast period, translating to a CAGR in the low single digits.
• What the regional split looks like (2026): USD Billion leads, holding roughly 93% of segment value — the single largest regional share. Millennials is the second-largest contributor. Gen X, Gen Z and Others make up the remainder, in descending order.
• By 2030, USD Billion alone is expected to reach USD 2030 Mn, with Millennials at USD 75 Mn.

Market Dynamics

The North America beer market has seen major changes in recent years, especially in terms of the preferences of different consumer groups. From millennials to baby boomers, different groups have their own unique demands and expectations when it comes to beer. This has led to a diverse and dynamic market, with companies striving to cater to the needs of each group in order to stay competitive.

One of the major consumer groups driving the demand for beer in North America is the millennials. This group, aged between 21 and 38, has grown up in a time when craft beer and microbreweries have gained popularity. With a strong focus on taste and quality, millennials are looking for unique and innovative flavors in their beer. They are also more health-conscious, leading to a demand for low-calorie and gluten-free options. This has led to the rise of craft breweries, offering a wide range of specialty beers to cater to the preferences of this group.

Another important group in the North America beer market is the baby boomers, aged between 56 and 74. As a more traditional consumer group, baby boomers tend to stick to the well-known beer brands they have grown up with. They value consistency and reliability in their beer, and are also more likely to opt for lighter, low-alcohol options. However, with the increasing popularity of craft beer, some baby boomers have also started to experiment with different flavors and styles, creating a new demand for more diverse offerings.

Additionally, there is a growing demand for beer among women in North America. With the rise of female empowerment and changing societal norms, women are no longer a niche market for beer. They are actively seeking out options that cater to their tastes and preferences, leading to a rise in the production of fruit-infused and low-calorie beers. To tap into this growing demand, companies are also focusing on marketing and branding strategies targeted towards women.

A significant portion of the North America beer market is also driven by the demand from the Hispanic community. With a strong preference for Mexican beers, this group has a major influence on the market, especially in the southern states of the US. To cater to this demand, many companies have introduced Mexican-inspired beers, such as Corona and Modelo, and have even collaborated with traditional Mexican breweries to create unique offerings.