THIRUVANANTHAPURAM: Kerala is experiencing a beer boom. Be it in cities or in rural areas, people seem to have developed a special liking for the beverage, resulting in a dramatic increase in beer consumption in the state. At the same time, the traditional drink of toddy is seemingly losing fizz, with its consumption witnessing a declining trend.
As per the latest data, Kerala’s per capita beer consumption has more than doubled in just a year. The ‘Household Consumption Expenditure Survey 2023-24’ from the National Statistics Office showed that beer consumption was high in the urban areas of the state, with monthly consumption increasing from 0.032 litres in 2022-23 and 0.066 litres in 2023-24. The corresponding data in the rural areas shows a rise from 0.029 litres to 0.059 litres.
The estimated number of households with beer consumption in the state’s rural areas rose from 92,800 in 2022-23 to 1,73,000 in 2023-24, the report showed. In urban areas, the figures increased from 1,11,900 to 2,16,100 during the period.
Among India’s rural areas, Sikkim topped the list in beer consumption in 2023-24, with a monthly per capita consumption of of 0.927 litres, followed by Goa (0.717 litres). While Kerala is ranked 17th in the segment, the lowest consumption was reported from Bihar and Himachal Pradesh (both 0.01 litres).
Toddy consumption shows a declining trend in state
At 1.475 litres per person, Sikkim topped the urban segment as well. The lowest consumption was reported from Chhattisgarh (0.07 litres). Kerala is ranked 15th in this category. The national average for rural and urban areas was 0.058 litres and 0.119 litres, respectively.
“Beer consumption is high in districts from Ernakulam to Kasaragod, especially the Malabar region, when compared to other districts,” said D Rajkumar Unni, a bar hotel owner. “Beer is preferred by people during hot climates, especially migrants from north Indian states,” he said.
Kerala’s per capita monthly consumption under the ‘foreign/refined liquor or wine’ category increased from 0.069 litres in 2022-23 to 0.086 litres in 2023-24 in rural areas. In urban areas, the consumption was 0.061 litres and 0.091 litres, respectively. The national average for rural and urban areas in 2023-24 was 0.042 litres and 0.067 litres, respectively.
Rural Kerala was ranked 22nd while urban Kerala is positioned at 18th in the country. The estimated number of households in rural Kerala having consumption under this category increased from 4,07,700 in 2022-23 to 6,60,800 in 2023-24. The figures for urban Kerala were 3,22,400 and 6,46,500, respectively.
Toddy consumption, however, showed a declining trend. The per capita monthly consumption in rural areas decreased from 0.018 litres in 2022-23 to 0.01 litre in 2023-24. The corresponding data in urban areas was 0.009 litres and 0.006 litres.
N V Chandrababu, chairman of Kerala Toddy Workers’ Welfare Fund Board, said societal changes and lack of modernisation of toddy shops could be the reasons behind the declining trend in toddy consumption.
“In the past, a significant number of the toddy customers were labourers in the traditional sectors. They have been replaced by migrant workers who prefer IMFL or other substances. Old-styled toddy shops often fail in the competition with modern bars and beer parlours. Modernised toddy shops providing tasty food still attract people,” he said, adding that the shortage of toddy tappers is an emerging crisis for the sector.
Per capita monthly consumption in 2023-24 (in litres)
Kerala
Beer
Rural: 0.059
Urban: 0.066
Foreign liquor, Wine
Rural: 0.086
Urban: 0.091
All-India
Beer
Rural: 0.058
Urban: 0.119
Foreign liquor, Wine
Rural: 0.042
Urban: 0.067