Abstract
While imported beer sales grew faster than domestic beer sales from 2002 to 2007, the main increases came through growth in the population, underscoring the stiff competition faced from other alcoholic beverages. The imported beer market is not in distress, however. Rather, it is primed for manufacturers to harness consumer attitudes toward imported beer including perceptions about beer taste, quality, differentiation and variety. This report gives industry participants the analysis and insight needed to understand and target both beer drinkers and non-drinkers to maintain and grow market share. The following issues are analyzed:
- How the market can adapt to consumers looking to "trade up" their alcoholic beverage choices
- Why domestic craft beer threatens market sales and what its popularity can teach imported beer manufacturers
- How distribution alliances have changed the retail distribution landscape
- Who is most calorie-conscious and how that affects his/her beer decisions
- How beer marketers can target new users without alienating their highly loyal base
- How the market can continue to connect with the Hispanic consumer, the driving force behind market growth
- Which brands are leading the way in targeting women with imported beer
- How the "age dilemma" can be addressed
- How "beer education" and country of origin information can drive sales
This report builds on the analysis presented in Mintel' s Imported Beer-US, December 2006, as well as other reports including Domestic Beer-US, December 2007; Wine-US, February 2007, and White and Dark Spirits: The Market-US, February 2007, and White and Dark Spirits: The Consumer-US, April 2007. For the purposes of this report, "imported beer" refers to beer produced outside of the US and imported for sale in the US. "Domestic beer" refers to all beer produced in the US.
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Resources used for the consumer sections
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- In a nutshell
- Competitive context
- Consumers "trading up" their alcoholic beverage choices
- Craft beer an emerging threat to import cache
- Supplier alliances spur growth and set positive stage
- Reasons for drinking less beer today, compared to a few years ago
- Reasons for drinking more beer today than a year few years ago
- Retail distribution
- Beer purchase driving attributes at retail
- Demographic drivers
- Hispanics drive growth
- Adults aged 21-34
- Players, by segment
- Major players
- Regular imported beer
- Innovation highlight: Heineken DraughtKeg
- Light imports
- Targeting the consumer
- Women under-penetrated; potential for growth exists
- Resolving the age dilemma
- Growing the base while maintaining loyalty
- Experimenting with beer pairing
- Leveraging quality taste, taste differentiation, and variety
- Leveraging country of origin
- Beer energy drinks--the rise of a new segment
- Market Drivers
- Consumers "trading up" their alcoholic beverage choices
- Figure 1: Distribution of households, by income, 1999 and 2006
- Competition from other alcoholic beverages: domestic beer, wine, and
distilled spirits
- Figure 2: Volume sales and market share for domestic beer, imported
beer, distilled spirits and wine, 2001-06
- Craft beers present tough competition for the market
- Figure 3: Total U.S. volume sales of craft beer, 2004-07
- Young adults aged 21-34--the key growth-driving demographics
- Figure 4: Incidence of personal consumption of beer, by age, May
2006-June 2007
- Figure 5: Numbers of beers drunk last month, by age, May 2006-June 2007
- Figure 6: Numbers of imported, regular domestic, and light beer drunk,
by age, 2007
- Figure 7: U.S. population of adults aged 21 and over, 2002-12
- Hispanics drive growth
- Figure 8: U.S. population, by race and Hispanic origin, 2002-12
- Figure 9: Incidence of drinking Mexican brands, by race and ethnicity,
2003 and 2007
- Light imported beers, with premium moniker, inject growth in the market
- Market Size and Trends
- Market size
- Overview--all beer
- Figure 10: Total U.S. retail dollar sales of beer, on and off premises,
at current and constant prices, 2002-07
- Figure 11: Total U.S. retail volume sales of beer, 2002-07
- Imported beer
- Figure 12: Total U.S. retail dollar sales of Imported beer, at current
and constant prices, 2002-07
- Figure 13: Total U.S. retail volume sales of imported beer, 2002-07
- Market trends
- Figure 14: New beer product releases, 2002-07
- Luxury light beers
- DraughtKeg arrives in the U.S.
- Market Segmentation
- Introduction
- Figure 15: Volume sales of imported beer, segmented by type, 2005 and
2007
- Regular imported beer
- Figure 16: Total U.S. volume sales of regular imported beer, 2002-07
- Figure 17: Regular imported beer sales, by country of origin, 2004 and
2006
- Figure 18: Top ten regular imported beer brands, 2004 and 2006
- Light imported beer
- Figure 19: Total U.S. volume sales of light imported beer, 2002-07
- Figure 20: Top four light imported beer brands, 2004 and 2006
- Supply Structure
- Foreign trade
- Figure 21: U.S. beer imports*, by country of origin, 2002-07**
- Alliances and acquisitions
- Companies and brands
- Figure 22: Manufacturer sales of imported beer in the U.S., 2004 and 2006
- Regular imported beer
- Figure 23: Selected brand sales and market share of regular imported
beer in the U.S., 2004 and 2006
- Light imported beer
- Figure 24: Selected brand sales and market share of light imported beer
in the U.S., 2004 and 2006
- Advertising and Promotion
- Figure 25: Total beverage alcohol advertising spending trends, 2002-06
- Figure 26: Selected advertising expenditures for imported beer, by
company/brand, 2005 and 2006
- Heineken USA
- Heineken Premium Light
- Figure 27: Heineken Premium Light, slim can packaing--TV ad, 2007
- Amstel Light
- Figure 28: Amstel Light, Live Tastefully--TV ad, 2007
- Heineken
- Figure 29: Heineken, DraughtKeg--TV ad, 2007
- Figure 30: Heineken, Casino Royale--TV ad, 2006
- Dos Equis
- Figure 31: Dos Equis, Most Interesting Man in the World--TV ad, 2007
- Crown Imports
- Figure 32: Corona Extra--TV ad, 2007
- Corona Light
- Figure 33: Corona Light--TV ad, 2007
- Diageo-Guinness USA
- Figure 34: Guinness Stout, Alive Inside--TV ad, 2007
- Figure 35: Red stripe, Boo Unexpected Room of Evil--TV ad, 2007
- InBev USA
- Figure 36: Beck' s--TV ad, 2007
- Stella Artois
- Retail Distribution
- Introduction
- Figure 37: Choice of retail channel to purchase beer, by beer type,
October 2007
- Figure 38: U.S. retail sales of imported beer, by channel, 2005 and 2007
- On-premise
- Figure 39: On-premises places to drink beer, October 2007
- Figure 40: U.S. on-premise sales of imported beer, at current and
constant prices, 2002-07
- Beer, wine, and liquor stores, and mass merchandisers
- Figure 41: U.S. beer, wine, and liquor store sales of imported beer, at
current and constant prices, 2002-07
- Convenience stores
- Figure 42: U.S. convenience store sales of beer, at current and constant
prices, 2002-07
- Supermarkets
- Figure 43: U.S. supermarket sales of beer, at current and constant
prices, 2002-07
- The Consumer: Usage and Frequency of Use
- Summary
- Trends in beer drinking
- Personal beer consumption
- Trends in frequency of use
- Amount of beer drunk, by type of beer and demographics
- Trends in beer drinking
- Figure 44: Incidence of personal consumption of beer, 2003-07
- Personal beer consumption
- Figure 45: Incidence of personal consumption of imported, light and
regular domestic beer, by key demographics, May 2006-June 2007
- Trends in frequency of use
- Figure 46: Frequency of drinking different types of beer, 2003-07
- Amount of beer drunk, by type of beer and demographics
- Figure 47: Frequency of drinking different types of beer, by key
demographics, May 2006-June 2007
- The Consumer: Brand Preferences
- Summary
- Incidence of drinking beer by brands
- Favorite brand of beer
- Incidence of drinking beer by brands
- Figure 48: Incidence of drinking beer by imported and domestic brands,
by gender, October 2007
- Figure 49: Incidence of drinking beer by imported and domestic brands,
by age, October 2007
- Figure 50: Incidence of drinking beer by brands, by race/ethnicity,
October 2007
- Favorite brand of beer
- Figure 51: Favorite brand of beer, by gender, October 2007
- The Consumer: Behavior and Attitudes
- Summary
- Interest in flavored and energy-based beer
- Beer-drinking behavior
- Beer purchase driving attributes at retail
- 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 year few years ago
- Attitudes towards beer
- Choice of alcoholic beverages while eating out
- Importance of the country of origin for imported beer drinkers
- Interest in flavored and energy-based beer
- Figure 52: Interest in flavored and energy-based beer, by domestic and
imported beer drinkers, October 2007
- Figure 53: Interest in flavored and energy-based beer, by
race/ethnicity, October 2007
- Beer-drinking behavior
- Figure 54: Beer-drinking behavior, by domestic and imported beer
drinkers, October 2007
- Beer purchase driving attributes at retail
- Figure 55: beer purchasing habits and preferences, imported vs.
domestic, October 2007
- Importance of brands, flavors and taste and types of beer in purchasing
beer
- Figure 56: Attributes and brand preference when purchasing beer, by age,
October 2007
- Incidence of drinking more or less beer compared to a year ago
- Figure 57: 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 58: reasons for drinking less beer today than a few years ago,
imported vs. domestic drinkers, October 2007
- Reasons for drinking more beer today than a year few years ago
- Figure 59: reasons for drinking more beer today than a few years ago,
imported vs. domestic drinkers, October 2007
- Attitudes towards beer
- Figure 60: Attitudes towards beer, by type of beer and key brands drunk,
October 2007
- Choice of alcoholic beverages while eating out
- Figure 61: Choice of alcoholic beverage while dining at a restaurant, by
type of beer and key brands drunk, October 2007
- Importance of the country of origin for imported beer drinkers
- Figure 62: Selection of beer based on country of origin, by gender,
October 2007
- Figure 63: Selection of beer based on country of origin, by
race/ethnicity, October 2007
- Future and Forecast
- Future trends
- Market growth through imported light beer expansion
- Craft beer an emerging threat to import cache
- Beer pairing
- Beer energy drinks--the rise of a new segment
- Alliances among suppliers will set the stage for growth through expansion
in distribution channels
- Growth driving demographics--future implications
- Growth in beer consumption is likely to lag population growth
- Figure 64: U.S. population of adults aged 21+, 2007 and 2012
- Figure 65: Number of regular domestic and light beers drunk, by age,
2007 and 2012
- Hispanics present continued opportunity
- Figure 66: Incidence of drinking beer per month, by type, by
race/ethnicity, May 2006-June 2007
- Market forecast
- Imported beer
- Figure 67: Forecast of total U.S. sales of imported beer, at current and
constant prices, 2007-12
- Forecast factors
- Appendix: Flavored Alcoholic Beverages
- Market size
- Figure 68: FDM* U.S. retail sales of flavored alcoholic beverages, at
current and constant prices, 2002-07
- Market Segmentation
- Introduction
- Figure 69: FDM* sales of flavored alcoholic beverage market, segmented
by type, 2005 and 2007
- Flavored malt beverages
- Figure 70: FDM* sales of flavored malt beverages, at current and
constant prices, 2002-07
- Figure 71: Top five flavored malt beverage brands at FDM*, 2004 and 2006
- Flavored cocktails/coolers
- Figure 72: FDM* sales of flavored cocktails/coolers, at current and
constant prices, 2002-07
- Hard ciders
- Figure 73: FDM* sales of hard ciders, at current and constant prices,
2002-07
- The Consumer
- Introduction
- Personal consumption of flavored alcoholic beverages
- Figure 74: Incidence of personal consumption of flavored alcoholic
beverages, 2003-07
- Figure 75: Incidence of personal consumption of flavored alcoholic
beverages, by key demographics, May 2006-June 2007
- Frequency of drinking FABs
- Figure 76: Frequency of drinking flavored alcoholic beverages in last 30
days, 2003-07
- Figure 77: Frequency of drinking flavored alcoholic beverages in last 30
days, by age, May 2006-June 2007
- Figure 78: Frequency of drinking flavored alcoholic beverages in last 30
days, by gender, May 2006-June 2007
- Flavored alcoholic beverage consumption by brands
- Figure 79: Personal consumption of flavored alcoholic beverages by
brands, by age, May 2006-June 2007
- Appendix: Trade Associations
|
