美國國產啤酒市場

Abstract

With domestic beer volume sales flat during 2002-07, market reassessment is in order. This report provides actionable insights needed to meet changing consumer needs and expectations; optimally position new product launches; and help realize growth potential. Questions answered in this report include:

• Where is beer share migrating and why?
• What strategies can entice women to become beer drinkers?
• How can large players benefit from the craft beer trend?
• Which brands resonate among consumers for crisp taste, full flavor, or extra hop flavor?
• Are beer pairing and beer education the wave of the future? Can they help stanch user migration?
• How can the industry satisfy the established beer drinker while attracting new converts?

This report provides sales data and analysis for seven beer segments: light beer, premium beer, popular beer, super-premium/craft beer, ice beer, malt liquor, and flavored malt liquor.

This report includes domestic beer purchased for at-home ("off-premise") consumption (products sold primarily in cans and bottles) and "on-premise" consumption in bars, clubs and restaurants.

Excluded from this report are imported beer, no/low-alcohol beer, hard cider and home-brewed beers.

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Resources used for Consumer sections
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• In a nutshell: a stagnant market in need of a charge
• Other alcohol choices, fewer occasions, and calorie concerns drive usage down
• More occasions, greater variety drive usage up
• Competitive context
• Continued consolidation among domestic beer players
• Imported beer, wine, and distilled spirits steal share
• Acquisition and nurturing of craft beer players needed to convert new users
• Players and segments
• Topline
• Players, by segment
• Light beer
• Premium beer
• Popular beer
• Super-premium and craft beer
• Ice beer
• Malt liquor
• Flavored malt beverages
• Retail distribution
• Beer purchase-driving attributes at retail
• What the future holds
• Craft beer holds keys to growth
• Beer energy drinks--the rise of a new segment
• Other consumer points of note
• Importance of brands, flavors and taste and types of beer in purchasing beer
• Beer purchase influencers
• Attitude towards beer
• Market Drivers
• Incidence and frequency of drinking beer on decline
  • Figure 1: Incidence of personal beer consumption, 2003-07
  • Figure 2: Frequency of beer consumption, by type of beer, 2003-07
  • Figure 3: Incidence of drinking more or less beer compared to a few years ago, July 2007
• Competition from other alcoholic beverages: imported beer, wine, and distilled spirits
  • Figure 4: Volume sales and market share for domestic beer, imported beer, distilled spirits and wine, 2001-06
  • Figure 5: Reasons for drinking less beer today than a few years ago, October 2007
  • Figure 6: Dollar sales and market share for beer, distilled spirits and wine, 2001-06
  • Figure 7: Comparison of domestic beer, imported beer, and distilled spirits, and wine price per gallon, 2006
• Aging population remains under targeted
  • Figure 8: Incidence of personal consumption of beer, by age, May 2006-June 2007
  • Figure 9: Personal frequency of drinking beer, by age, May 2006-June 2007
  • Figure 10: Number of regular domestic and light beer drunk, by age, 2007
  • Figure 11: U.S. population of adults aged 21 and over, 2002-12
• Hispanics--the fastest-growing population group--move to imports
  • Figure 12: Population, by race and Hispanic origin, 2002-12
  • Figure 13: Incidence and frequency of drinking regular domestic beer, light beer, and imported beer among Hispanics, 2003 and 2007
  • Figure 14: Selected Hispanic advertising expenditures for beer, by company/brand, 2005 and 2006
  • Figure 15: Incidence of drinking top-selling mass brews among Hispanics, 2005 and 2007
• Increasing incidence of obesity among U.S. adults
  • Figure 16: Percentage of population who are overweight or obese, 20-74 years of age, 1988-2004
• Americans trading up to higher-priced super-premium and craft beer
• Market Size and Trends
• Overview: all beer
  • Figure 17: Total U.S. retail dollar sales of beer, at current and constant prices, 2002-07
  • Figure 18: Total U.S. retail volume sales of beer, 2002-07
• Domestic beer
  • Figure 19: Total U.S. retail dollar sales of domestic beer, at current and constant prices, 2002-07
  • Figure 20: Total U.S. retail volume sales of domestic beer, 2002-07
• Market trends
  • Figure 21: New beer* product releases, 2002-07**
  • Figure 22: New beer product claims, 2002-07*
• New product launches led by craft beers
  • Figure 23: Top 15 domestic brewers, by number of new products, 2002-07*
• Market Segmentation
• Introduction
  • Figure 24: Volume sales of domestic beer, segmented by type, 2005 and 2007
• Light beer
  • Figure 25: Total U.S. volume sales of light* beer, 2002-07
  • Figure 26: Top 15 light beer brands, 2004 and 2006
• Premium beer
  • Figure 27: Total U.S. volume sales of premium beer, 2002-07
  • Figure 28: Top six premium brands, 2004 and 2006
• Popular beer
  • Figure 29: Total U.S. volume sales of popular beer, 2002-07
  • Figure 30: Top ten popular beer brands, 2004 and 2006
• Super-premium and craft beer
  • Figure 31: Total U.S. volume sales of super-premium and craft beer, 2002-07
  • Figure 32: Total U.S. volume sales of craft beer, 2004-07
  • Figure 33: Frequency of drinking microbrewed beer, by age, 2005 and 2007
  • Figure 34: Top 15 super-premium and craft beer brands, 2004 and 2006
• Ice beer
  • Figure 35: Total U.S. volume sales of ice beer, 2002-07
  • Figure 36: Top ten ice beer brands, by volume 2004 and 2006
• Malt liquor
  • Figure 37: Total U.S. volume sales of malt liquor, 2002-07
  • Figure 38: Frequency of drinking microbrewed beer, by age, 2003 and 2007
  • Figure 39: Top ten malt liquor brands, 2004 and 2006
• Flavored malt beverages
  • Figure 40: Total U.S. volume sales of flavored malt beverages, 2002-07
  • Figure 41: Incidence of personal consumption of flavored alcoholic beverages among adults aged 21-24, 2003 -07
  • Figure 42: Top 15 flavored malt beverage brands, 2004 and 2006
• Supply Structure
• Continued consolidation among domestic beer players
• Companies and brands
  • Figure 43: Manufacturer sales of domestic beer in the U.S., 2004 and 2006
• Super-premium and craft beer
  • Figure 44: Selected brand sales and market share of super-premium and craft beer in the U.S., 2004 and 2006
• Light beer
  • Figure 45: Selected brand sales and market share of light* beer in the U.S., 2004 and 2006
• Premium beer
  • Figure 46: Selected brand sales and market share of premium beer in the U.S., 2004 and 2006
• Popular beer
  • Figure 47: Selected brand sales and market share of popular beer in the U.S., 2004 and 2006
• Ice beer
  • Figure 48: Selected brand sales and market share of ice beer in the U.S., 2004 and 2006
• Malt liquor
  • Figure 49: Selected brand sales and market share of malt liquor in the U.S., 2004 and 2006
• Flavored malt beverages
  • Figure 50: Selected brand sales and market share of flavored malt beverages in the U.S., 2004 and 2006
• Advertising and Promotion
  • Figure 51: alcoholic beverage advertising spending trends, 2002-06*
  • Figure 52: Beer advertising spending trends, 2002-06
  • Figure 53: Selected advertising expenditures for beer, by company/brand, 2005 and 2006
• Anheuser-Busch
  • Figure 54: Anheuser-Busch, responsible drinking--TV ad
• Budweiser
  • Figure 55: Budweiser beer--TV ad
• Bud Light
  • Figure 56: Budweiser beer--TV ad
  • Figure 57: Bud Light Lager--TV ad
• Budweiser Select
  • Figure 58: Budweiser Select--TV ad
• Michelob Ultra Amber
  • Figure 59: Michelob Ultra Amber--TV ad
• SABMiller--it' s a "dog" fight
• Miller Lite
  • Figure 60: Miller Lite--TV ad
• Miller Genuine Draft
  • Figure 61: Miller Genuine Draft--TV ad
• Miller High Life
  • Figure 62: Miller High Life--TV ad, 2006
• Molson Coors Brewing Company
• Coors Light
  • Figure 63: Coors Light--TV ad
• Coors Lager
  • Figure 64: Coors Lager--TV ad
• Retail Distribution
• Introduction
  • Figure 65: Choice of retail channel to purchase beer, by age, October 2007
  • Figure 66: U.S. retail sales of beer, by channel, 2005 and 2007
• On-premise
  • Figure 67: Places to drinks beer, October 2007
  • Figure 68: U.S. on-premise sales of domestic beer, at current and constant prices, 2002-07
• Convenience stores
  • Figure 69: U.S. convenience store sales of beer, at current and constant prices, 2002-07
• Beer, wine, and liquor stores
  • Figure 70: U.S. beer, wine, and liquor store sales of beer, at current and constant prices, 2002-07
• Supermarkets
  • Figure 71: U.S. supermarket sales of beer, at current and constant prices, 2002-07
• Mass merchandisers and wholesale clubs
  • Figure 72: U.S. mass merchandiser and wholesale club sales of beer, at current and constant prices, 2002-07
• The Consumer: Usage, Usage Frequency and Brands
• Summary
• Incidence of beer drinking
• Frequency of consumption
• Incidence of drinking beer by brands
• Favorite brand of beer
• Incidence of beer drinking
  • Figure 73: Incidence of personal consumption of beer, 2003-07
  • Figure 74: Incidence of personal consumption of beer, by gender, age, household income and race/ethnicity, May 2006-June 2007
  • Figure 75: Michelob Ultra Amber--TV ad
• Frequency of consumption
  • Figure 76: Frequency of drinking different types of beer, 2003-07
  • Figure 77: Frequency of drinking different types of beer, by gender, age, household income and race/ethnicity, May 2006-June 2007
• Incidence of drinking beer by brands
  • Figure 78: Incidence of drinking beer by imported and domestic brands, by gender, October 2007
  • Figure 79: Incidence of drinking beer by imported and domestic brands, by age, October 2007
  • Figure 80: Incidence of drinking beer by imported and domestic brands, by race/ethnicity, October 2007
• Favorite brand of beer
  • Figure 81: Favorite brand of beer, by gender, October 2007
• The Consumer: Attitudes and Behavior
• Summary
• Interest in flavored and energy-based beer
• Beer-drinking behavior
• Beer purchase-driving attributes at retail
• Beer purchasing habits and preferences
• Importance of brands, flavors and taste and types of beer in purchasing beer
• Incidence of drinking more or less beer compared to a year ago
• Reasons for drinking less beer today, compared to a few years ago
• Reasons for drinking more beer today than a few years ago
• Beer purchase influencers
• Attitude towards beer
• Food and choice of alcoholic beverages
• Interest in flavored and energy-based beer
  • Figure 82: Interest in flavored and energy-based beer, by age, October 2007
  • Figure 83: Interest in flavored and energy-based beer, by race/ethnicity, October 2007
• Beer-drinking behavior
  • Figure 84: Beer-drinking behavior, by gender, October 2007
• Beer purchase-driving attributes at retail
  • Figure 85: Beer purchase behavior at retail, by age, October 2007
  • Figure 86: Beer purchasing habits and preferences, import vs. domestic and by domestic brand, October 2007
• Importance of brands, flavors and taste and types of beer in purchasing beer
  • Figure 87: Attributes and brand preference when purchasing beer, by gender, October 2007
  • Figure 88: Attributes and brand preference when purchasing beer, by age, October 2007
  • Figure 89: Attributes and brand preference when purchasing beer, by brand, October 2007
• Incidence of drinking more or less beer compared to a year ago
  • Figure 90: Incidence of drinking more or less beer compared to a year ago, by age, July 2007
• Reasons for drinking less beer today, compared to a few years ago
  • Figure 91: Reasons for drinking less beer today than a few years ago, by gender, October 2007
  • Figure 92: Reasons for drinking more beer today than a few years ago, import vs. domestic and by domestic brand, October 2007
• Reasons for drinking more beer today than a few years ago
  • Figure 93: Reasons for drinking more beer today than a few years ago, October 2007
  • Figure 94: Reasons for drinking more beer today than a few years ago, import vs. domestic, October 2007
• Beer purchase influencers
  • Figure 95: Beer purchase drivers, by gender, October 2007
• Attitude towards beer
  • Figure 96: Attitudes toward beer, by gender, October 2007
• Food and choice of alcoholic beverages
  • Figure 97: Choice of alcoholic beverage while dining at a restaurant, by gender, October 2007
• Future and Forecast
• Future trends
• Craft beer holds keys to growth
• Opportunity to convert new users
• Beer pairing
• Price increase on radar amid increasing cost of commodities--hops, grains, aluminum, glass etc.
• Beer energy drinks--the rise of a new segment
• Demographic influences
• Growth in beer consumption is likely to lag population growth
  • Figure 98: U.S. population of adults aged 21+, 2007 and 2012
  • Figure 99: Number of regular domestic and light beers drunk, by age, 2007 and 2012
• Hispanic and black populations present opportunities
  • Figure 100: Frequency of drinking beer per month, by type, by race/ethnicity, May 2006-June 2007
• Market forecast
• Domestic beer
  • Figure 101: Forecast of total U.S. sales of domestic beer, at current and constant prices, 2007-12
• Forecast factors
• Appendix: Trade Associations