Volume consumption per capita declined 8% in the last five years from 83.4 litres in 2011 to 76.9 litres in 2016, Mintel’s new research revealed.

According to the report, nearly three in four (74%) Canadians overall say that they typically drink beer but consumption drops significantly among older consumers.

35% of Canadians over 55 said they do not drink beer while older women showed less interest as three in five (58 percent) over 65 said that they do not drink beer.

However, beer still accounts for 80% of alcoholic beverage volume consumption in the country, making it Canada’s most popular alcoholic drink.

Joel Gregoire, senior food and drink analyst at Mintel, said: “While beer remains far and away the most popular alcoholic beverage in Canada, the ground is shifting. Canada’s population is aging and one of the key distinctions is that the drop off in beer consumption among seniors primarily occurs among women.

“As such, developing tactics that support a strategy of providing more palatable beer options, such as socialization with hints at flavour exploration, for women in this advanced age range can support a larger goal of stemming potential declines.”

While volume consumption has declined in recent years, more than half of those surveyed (57%) said they typically drink craft beer.

Just over one quarter (27%) of beer drinkers agreed that craft beer offers better quality than mainstream beers, with 24% agreeing that it is worth paying more for craft beer than mainstream beers.

In addition, 24% of beer consumers agreed that craft beers from small, independent brewers taste better than ones from large companies, and just under one fifth (17%) said they would like to see large companies release more “craft-styled beer”.

Gregoire added: “Canada’s craft beer industry represents an evolution not only in the beer market, but also in the broader beverage industry.  A boon to local economies, the craft beer renaissance provides consumers with choice and allows brewers to innovate and push the boundaries when it comes to taste.

“Within the Canadian market, larger manufacturers investing in craft-styled brands will need to be clever in developing strategies that address an apparent disconnect many consumers have when thinking about craft beer from larger brewers.”