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市場調查報告書

中國的啤酒市場

Beer - China - December 2014

出版商 Mintel China 商品編碼 259142
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
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中國的啤酒市場 Beer - China - December 2014
出版日期: 2014年12月31日 內容資訊: 英文
簡介

中國的啤酒市場在2010年超越美國成為全球最大市場,啤酒的銷售量達到美國2倍左右。目前中國啤酒市場明顯開始飽和化,需要以市場成長為目標而不是擴大需求量,因此需要提高產品品質趨向高級化。

本報告涵蓋中國的啤酒市場,提供您市場趨勢,課題,成長推動因素,以及消費者趨勢之各種角度詳細驗證,現行市場市場規模估計以及今後的市場預測。

第1章 序論

第2章 摘要整理

  • 高級化成為針對未來發展的主要題目
  • 消費者的5個分類
  • 啤酒的滲透度高
  • 與朋友和家族一起用餐是在家喝啤酒的機會
  • 外食現在仍是在家以外喝啤酒的主要情況
  • 啤酒產業品牌扮演重要角色
  • 在高級品的品評上原料的品質扮演重要角色
  • 在女性消費者領域具有未來性

第3章 市場課題和重要點

  • 啤酒市場如何以女性消費者為目標
    • 市場資料
    • 對市場的影響
  • 如何推動成長是否該打入高級品領域
  • 為促進購買慾的「限定版」等宣傳標語將如何讓產品差別化
  • 當地啤酒是否已準備好打入市場主流
  • 這代表什麼意義

第4章 趨勢應用

  • 選擇方法指南
  • 被區分的女性消費者
  • 地產地銷

第5章 推動市場成長要素

  • 葡萄酒和蒸餾酒類的佔有率降低關係到啤酒的佔有率上升
  • 從數量轉換為品質
  • 都市化提高消費者的洗練度
  • 由於人口高齡化抑制了量方面的市場擴大
  • 由於酒精抗性低淡啤酒的需求擴大
  • 由於原料價格下降報酬率劇增

第6章 市場規模及未來預測

  • 啤酒市場成長速度減低
  • 高級化成為未來發展的主要題目
    • 中國的啤酒零售相關的最佳案例及最壞案例市場預測
  • 市場預測手法

第7章 市場佔有率

  • 大企業 vs 小企業,及全球的商品 vs 當地商品
    • 啤酒零售市場領導品牌的市場佔有率

第8章 誰發展革新

  • 啤酒花,麥芽,及米為熱門原料擴大了號召力
  • 鋁罐容器日益普及
  • 外包裝盒尺寸朝兩極化形式發展
  • 異國情調口味啤酒可望擴大愛好者數量
  • NBeer小酒館與可在那喝到的全球200種啤酒

第9章 主要企業品牌

  • China Resources Enterprise
  • Tsingtao Brewery
  • AB InBev

第10章 消費者趨勢 - 消費者分類

第11章 消費者趨勢 - 啤酒的滲透度

第12章 消費者趨勢 - 在家喝啤酒的時候

第13章 消費者趨勢 - 在外喝啤酒的時候

第14章 消費者趨勢 - 啤酒愛飲人品牌選擇流程

第15章 消費者趨勢 - 高級品牌的想法方面

第16章 消費者趨勢 - 產品及包裝的想法方面

本網頁內容可能與最新版本有所差異。詳細情況請與我們聯繫。

目錄

“International brands are still the preferred choice over their domestic counterparts in the premium segment. Given consumers' tendency for trading up, domestic brands are likely to face increasing pressure, in particular during out-of-home occasions, where premium brands are more likely to be well received by beer drinkers. Such a trend is good news for international brands but at the same time is alarming to domestic ones. They will need to find their own approach to reach consumers in the premium segment. Utilising consumers' preferences for local products in general and the use of high quality ingredients will help to drive consumer associations with a premium image in the category. As such, domestic brands should not shy from broadcasting their localness in the premium segment. In fact, highlighting the high quality local ingredients used to make their premium products via a series of limited edition products will help them to stand out and shield them from the attack from their international counterparts. ” - David Zhang, Senior Drink Analyst.

Some questions answered in this report include:

  • How to target female consumers in the beer market?
  • How to tap into the growing premium segment
  • How to differentiate a product using revitalised claims of limited edition?
  • Is craft beer ready to move into the mainstream market?

China surpassed the United States in 2010 to become the biggest beer market in the world and is now nearly double the market size in retail volume terms of the US market; the current second largest market for beer. It is now clear that the beer market has started to become saturated with increasingly limited room for organic growth.

As such, growth is likely to be driven not by expanding penetration but by a focus on improving product quality and encouraging consumers to trade up. Premiumisation will be the key for the future success of beer brands operating in China.

Table of Contents

1. Introduction

  • Methodology
  • Limitation
  • Definition
  • Inclusions
  • Exclusions

2. Executive Summary

  • Premiumisation becomes the main theme for future development
    • Figure 1: Best and worst-case forecast of China retail value sales of beer, by value, 2009-19
  • Five consumer groups identified
    • Figure 2: Target groups of beer drinkers, September 2014
  • Beer enjoys a high level of penetration
    • Figure 3: Penetration of beer, September 2014
  • Having a meal with friends and family is the key at-home occasion
    • Figure 4: At-home drinking occasions, September 2014
  • Eating out remains the key out-of-home drinking occasion
    • Figure 5: Occasions for drinking beer out of home, September 2014
  • Brands plays a key role in the beer industry
    • Figure 6: Beer purchase decision-making process, September 2014
  • Ingredient quality plays a key role in defining premium products
    • Figure 7: Attitudes towards premium beer, September 2014
  • Female segment shows potential
    • Figure 8: Attitudes towards product and packaging innovation

3. Issues and Insights

  • How to target female consumers in the beer market?
  • The facts
  • The implications
    • Figure 9: Beer Spritzer from Asahi launched in Japan, Q4 2014
    • Figure 10: Sugar-free beer with minerals from Asahi Japan, Q4 2014
    • Figure 11: Beer for Japanese food, Suntory, Q2 2014
  • How to tap into the growing premium segment
  • The facts
  • The implications
  • How to differentiate a product using revitalised claims of limited edition?
  • The facts
  • The implications
    • Figure 12: Winter limited edition beer from Sapporo launched in Japan, Q4 2014
    • Figure 13: Beck's Sapphire, Q1 2013
  • Is craft beer ready to move into the mainstream market?
  • The facts
  • The implications
  • What it means

4. Trend Application

  • Guiding Choice
  • The Unfairer Sex
  • Locavore
    • Figure 14: Fully domestic beer from Sapporo Breweries in Japan, Q2 2014

5. Market Drivers

  • Wine and spirits' loss is beer's gain
  • Moving from quantity to quality
  • Urbanisation drives up consumers' level of sophistication
    • Figure 15: Urbanisation in China, 2000-13
    • Figure 16: Urban per capita household consumption in cash, 2005-13
  • Aging population curbs the quantity-driven growth
    • Figure 17: Aging population in China, 2002-13
  • Low alcohol tolerance paves ways for lighter beer
  • The falling prices of ingredients likely to boost profitability
    • Figure 18: Average prices of barley, 2009-14

6. Market Size and Forecast

  • Key points
  • Growth in the beer market is slowing
    • Figure 19: Value and volume retail sales for beer in China, 2009-19
  • Premiumisation becomes the main theme for future development
    • Figure 20: Best and worst-case forecast of China retail value sales of beer, by value, 2009-19
    • Figure 21: Best- and worst-case forecast of China retail sales of beer, by volume, 2009-19
  • Forecast methodology

7. Market Share

  • Key points
  • Large vs small and global vs local
    • Figure 22: Market share of leading brands in the beer retail market, by value, 2011-13
    • Figure 23: Market share of leading brands in the beer retail market, by volume, 2011-13

8. Who's Innovating?

  • Key points
  • Hop, malt and rice become more appealing as ingredients to highlight
    • Figure 24: Ingredients claims made by beer brands in China, 2009-13
  • Aluminium is becoming increasingly popular
    • Figure 25: Package material used in new beer products launched in China, 2009-13
  • Package size shows a polarised development
    • Figure 26: Package size of new products launched in China, 2009-13
  • Beer with exotic flavours brings new hope to extend the user base
    • Figure 27: Flavoured beer launched in China, 2013-14
  • NBeer pub and its 200 beer selections around globe

9. Brands and Companies

  • China Resources Enterprise
  • Tsingtao Brewery
  • AB InBev

10. The Consumer - Segmentation

  • Key points
  • Five consumer groups identified
    • Figure 28: Target groups of beer drinkers, September 2014
  • Conventionalists
  • Who they are
  • What they think
  • When and where they drink
  • What they like to drink
  • What factors they believe are associated with premium image
  • What types of product innovation interest them
  • How to reach them (marketing implications)
    • Figure 29: Marketing campaign from Red Star, Q3 2014
  • Social Animals
  • Who they are
  • What they think
  • When and where they drink
  • What they like to drink
  • What factors they believe are associated with premium image
  • What types of product innovation interest them
  • How to reach them (marketing implications)
  • Sophisticated
  • Who they are
  • What they think
  • When and where they drink
  • What they like to drink
  • What factors they believe are associated with premium image
  • What types of product innovation interest them
  • How to reach them (marketing implications)
  • Know-it-all
  • Who they are
  • What they think
  • When and where they drink
  • What they like to drink at home
  • What they like to drink out of home
  • What factors they believe are associated with premium image
  • What types of product innovation interest them
  • How to reach them (marketing implications)
    • Figure 30: Winter limited edition beer from Sapporo Breweries in Japan, Q3 2014

11. The Consumer - Penetration of Beer

  • Key points
  • Beer enjoys a high level of penetration
    • Figure 31: Penetration of beer, September 2014
  • Domestic beer remains the dominating force but not without challenges
  • Young people in lower tier cities are more likely to drink domestic beer
    • Figure 32: Drinkers of domestic beers, by selected demographics, September 2014
  • International brands are more popular among high earners in tier one cities
    • Figure 33: The penetration of international brands in beer market, by selected demographics, September 2014

12. The Consumer - At-Home Drinking Occasions

  • Key points
  • Having a meal with friends and family is the key at-home occasion
    • Figure 34: At-home drinking occasions, September 2014
  • Solo drinking occasions show potential for premiumisation
    • Figure 35: Drinking occasions by household monthly income, September 2014

13. The Consumer - Out-of-Home Drinking Occasions

  • Key points
  • Eating out remains the key out-of-home drinking occasion
    • Figure 36: Occasions for drinking beer out of home, September 2014
  • Pubs and clubs attract the most affluent consumers
    • Figure 37: Selected out-of-home drinking occasions by personal monthly income, September 2014
  • Domestic brands still dominating eating out occasions
    • Figure 38: Selected out-of-home drinking occasions, by type of drinkers, September 2014
  • Men in their thirties are more likely to represent repertoire behaviour
    • Figure 39: Repertoire behaviour for consumers who drank beer on more than four out-of-home occasions, September 2014

14. The Consumer - Decision-Making Process of Beer Drinkers

  • Key points
  • Brands plays a key role in the beer industry
    • Figure 40: Beer decision-making process, September 2014
  • Word of mouth remains a powerful information channel
  • On-trade channels enjoy high level of willingness to trade up
    • Figure 41: Selected decision making behaviour, by drinking occasions, September 2014
  • Mid-level earners are more likely to be under the influence of their peers
    • Figure 42: Agreement with the statement ‘I prefer to buy beer products recommended by people around me', by personal monthly income, September 2014
  • Men from affluent families in their twenties are more likely to decide which beer to buy
    • Figure 43: Agreement with the statement ‘I am the one who decides which beer to buy', by selected demographics, September 2014
  • Promotion is not just for cheap products
    • Figure 44: The agreement with the statement ‘I prefer to buy the beer product which is on promotion', September 2014
  • Domestic beer drinkers love local beers
    • Figure 45: Agreement with selected statements, by user type, September 2014
    • Figure 46: Fully domestic beer from Sapporo Breweries in Japan, Q2 2014
    • Figure 47: Attitudes towards high quality ingredients in premium beer segment, by types of drinkers, September 2014

15. The Consumer - Attitudes towards Premium Brands

  • Key points
  • Ingredient quality plays a key role in defining premium products
    • Figure 48: Attitudes towards premium beer, September 2014
    • Figure 49: Beer products launched in 2014 with highlights of their original wort concentration level
    • Figure 50: Premium beer brands using ingredient claims to stand out, Q4 2014
  • Brands have huge impact in the premium segment
  • Taste is only listed as the fifth most important attribute
  • Shanghai's thirst for imported beer remains high
    • Figure 51: Attitudes towards the attribute ‘imported directly from overseas', by city, September 2014
  • Unique taste works better with exclusive drinkers of international brands of beer
    • Figure 52: Attitude towards the attribute ‘unique taste' in premium segment, by drinker type, September 2014
  • Limited edition is more appealing in lower tier cities
    • Figure 53: Attitude towards selected attribute associated with premium beer, by city tier, September 2014
    • Figure 54: Winter limited edition beer from Sapporo launched in Japan, Q4 2014
    • Figure 55: Beck's Sapphire, Q1 2013

16. The Consumer - Attitudes towards Product and Packaging Innovation

  • Key points
  • Female segment shows potential
    • Figure 56: Attitudes towards product and packaging innovation
  • Suitable products to target the female segment
    • Figure 57: Beer Spritzer from Asahi launched in Japan, Q4 2014
  • Effective communication with female drinkers from the flavour aspect
    • Figure 58: The level of interest in selected information on beer labels, by gender, September 2014
  • Effective communication with female drinkers from a health aspect
    • Figure 59: Sugar-free beer with minerals from Asahi Japan, Q4 2014
  • Effective communication with female consumers from food pairing
    • Figure 60: Beer for Japanese food, Suntory, Q2 2014
  • Premium beer shows room to grow with male segment as the driving force
    • Figure 61: Selected attitudes towards product innovation, by gender, September 2014
  • Flavoured beer shows potential in the mid-range targeting domestic beer drinkers
    • Figure 62: Agreement with the statement “I am interested in trying beer with innovative flavours”, by income, September 2014
  • Young consumers in their twenties shows less interests in low ABV beer
    • Figure 63: Selected attitudes toward product innovation, by age, September 2014

17. Appendix - Penetration of Beer

  • Figure 64: Penetration of beer, by demographics, September 2014
  • Figure 65: Beer decision-making process, by penetration of beer, September 2014
  • Figure 66: Attitudes towards premium beer, by penetration of beer, September 2014

18. Appendix - Beer Drinking Occasions

  • Figure 67: Beer drinking occasions - At home, by demographics, September 2014
  • Figure 68: Beer drinking occasions - Out of home, by demographics, September 2014
  • Repertoire analysis: Q15 code 1-5: Drinking occasions at home
    • Figure 69: Repertoire of beer drinking occasions at home, by demographics, September 2014
    • Figure 70: Target groups, by repertoire of beer drinking occasions at home, September 2014
  • Repertoire analysis: Q15 code 6-12: Drinking occasions at out of home
    • Figure 71: Repertoire of beer drinking occasions at out of home, by demographics, September 2014
    • Figure 72: Target groups, by repertoire of beer drinking occasions at out of home, September 2014
  • Repertoire analysis: Q15 code 1-12: Drinking occasions
    • Figure 73: Target groups, by repertoire of beer drinking occasions, September 2014

19. Appendix - Decision-Making Process

  • Figure 74: Most popular beer decision-making process - When buying beer for drinking at home, by demographics, September 2014
  • Figure 75: Next most popular beer decision-making process - When buying beer for drinking at home, by demographics, September 2014
  • Figure 76: Most popular beer decision-making process - When buying beer for drinking out of home, by demographics, September 2014
  • Figure 77: Next most popular beer decision-making process - When buying beer for drinking out of home, by demographics, September 2014

20. Appendix - Attitudes towards Premium Beer

  • Figure 78: Attitudes towards premium beer, September 2014
  • Figure 79: Most popular attitudes towards premium beer - Rank 1, by demographics, September 2014
  • Figure 80: Next most popular attitudes towards premium beer - Rank 1, by demographics, September 2014
  • Figure 81: Other attitudes towards premium beer - Rank 1, by demographics, September 2014
  • Figure 82: Most popular attitudes towards premium beer - Rank 2, by demographics, September 2014
  • Figure 83: Next most popular attitudes towards premium beer - Rank 2, by demographics, September 2014
  • Figure 84: Other attitudes towards premium beer - Rank 2, by demographics, September 2014
  • Figure 85: Most popular attitudes towards premium beer - Rank 3, by demographics, September 2014
  • Figure 86: Next most popular attitudes towards premium beer - Rank 3, by demographics, September 2014
  • Figure 87: Other attitudes towards premium beer - Rank 3, by demographics, September 2014
  • Figure 88: Most popular attitudes towards premium beer - Rank 4, by demographics, September 2014
  • Figure 89: Next most popular attitudes towards premium beer - Rank 4, by demographics, September 2014
  • Figure 90: Other attitudes towards premium beer - Rank 4, by demographics, September 2014
  • Figure 91: Most popular attitudes towards premium beer - Rank 5, by demographics, September 2014
  • Figure 92: Next most popular attitudes towards premium beer - Rank 5, by demographics, September 2014
  • Figure 93: Other attitudes towards premium beer - Rank 5, by demographics, September 2014

21. Appendix - Attitudes towards Product and Packaging Innovation

  • Figure 94: Attitudes towards product and packaging innovation, September 2014
  • Figure 95: Most popular attitudes towards product and packaging innovation, by demographics, September 2014
  • Figure 96: Next most popular attitudes towards product and packaging innovation, by demographics, September 2014
  • Figure 97: Other attitudes towards product and packaging innovation, by demographics, September 2014

22. Appendix - Attitudes towards Labelling

  • Figure 98: Attitudes towards labelling, September 2014
  • Figure 99: Most popular attitudes towards labelling, by demographics, September 2014
  • Figure 100: Next most popular attitudes towards labelling, by demographics, September 2014
  • Figure 101: Other attitudes towards labelling, by demographics, September 2014

23. Appendix - General Attitudes towards Beer

  • Figure 102: General attitudes towards beer, September 2014
  • Figure 103: Agreement with the statement ‘There is no difference in taste between beers from well-known brands', by demographics, September 2014
  • Figure 104: Agreement with the statement ‘Drinking craft beer is a way of showing my personality', by demographics, September 2014
  • Figure 105: Agreement with the statement ‘The taste of beer is more important than its brand', by demographics, September 2014
  • Figure 106: Agreement with the statement ‘Beer products from domestic brands taste better than those from international beer brands', by demographics, September 2014
  • Figure 107: Agreement with the statement ‘Imported beer is not good value for money', by demographics, September 2014
  • Figure 108: Agreement with the statement ‘Draft beer is healthier than other types of beer', by demographics, September 2014
  • Figure 109: Agreement with the statement ‘Quality is more important than quantity when drinking beer', by demographics, September 2014
  • Figure 110: Agreement with the statement ‘Drinking beer from international brands can better reflect one's social status than drinking domestic beer', by demographics, September 2014
  • Figure 111: Agreement with the statement ‘I am willing to pay more for imported craft beer', by demographics, September 2014
  • Figure 112: Agreement with the statement ‘Good value for money is the first priority when selecting which beer to buy', by demographics, September 2014
  • Figure 113: Agreement with the statement ‘Happenings in the beer market do not interest me', by demographics, September 2014
  • Figure 114: Agreement with the statement ‘I don't think I am knowledgeable about beer', by demographics, September 2014

24. Appendix - Further Analysis

  • Figure 115: Target Groups, by demographics, September 2014
  • Figure 116: Beer drinking occasions, by target groups, September 2014
  • Figure 117: Beer decision-making process, by target groups, September 2014
  • Figure 118: Attitudes towards premium beer, by target groups, September 2014
  • Figure 119: Attitudes towards product and packaging innovation, by target groups, September 2014
  • Figure 120: Attitudes towards labelling, by target groups, September 2014
  • Figure 121: General attitudes towards beer, by target groups, September 2014
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