Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Resources used for the consumer sections
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- 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
Fast Forward Trends
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- End of Everything?
- Imported or Domestic?
- Latinization
- Not The End, A New Beginning
- Providing Meaning
Market Drivers
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- Consumers “trading up” their alcoholic beverage choices
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- Figure 1: Distribution of households, by income, 1999 and 2006
- Competition from other alcoholic beverages: domestic beer, wine, and distilled spirits
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- 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
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- Figure 3: Total U.S. volume sales of craft beer, 2004-07
- Young adults aged 21-34—the key growth-driving demographics
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- Figure 4: Incidence of personal consumption of beer, by age, May 2006-June 2007
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- Figure 5: Numbers of beers drunk last month, by age, May 2006-June 2007
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- Figure 6: Numbers of imported, regular domestic, and light beer drunk, by age, 2007
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- Figure 7: U.S. population of adults aged 21 and over, 2002-12
- Hispanics drive growth
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- Figure 8: U.S. population, by race and Hispanic origin, 2002-12
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- 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
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- Market size
- Overview—all beer
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- Figure 10: Total U.S. retail dollar sales of beer, on and off premises, at current and constant prices, 2002-07
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- Figure 11: Total U.S. retail volume sales of beer, 2002-07
- Imported beer
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- Figure 12: Total U.S. retail dollar sales of Imported beer, at current and constant prices, 2002-07
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- Figure 13: Total U.S. retail volume sales of imported beer, 2002-07
- Market trends
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- Figure 14: New beer product releases, 2002-07
- Luxury light beers
- DraughtKeg arrives in the U.S.
Market Segmentation
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- Introduction
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- Figure 15: Volume sales of imported beer, segmented by type, 2005 and 2007
- Regular imported beer
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- 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
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- Figure 18: Top ten regular imported beer brands, 2004 and 2006
- Light imported beer
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- Figure 19: Total U.S. volume sales of light imported beer, 2002-07
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- Figure 20: Top four light imported beer brands, 2004 and 2006
Supply Structure
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- Foreign trade
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- Figure 21: U.S. beer imports*, by country of origin, 2002-07**
- Alliances and acquisitions
- Companies and brands
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- Figure 22: Manufacturer sales of imported beer in the U.S., 2004 and 2006
- Regular imported beer
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- Figure 23: Selected brand sales and market share of regular imported beer in the U.S., 2004 and 2006
- Light imported beer
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- Figure 24: Selected brand sales and market share of light imported beer in the U.S., 2004 and 2006
Advertising and Promotion
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- Figure 25: Total beverage alcohol advertising spending trends, 2002-06
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- Figure 26: Selected advertising expenditures for imported beer, by company/brand, 2005 and 2006
- Heineken USA
- Heineken Premium Light
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- Figure 27: Heineken Premium Light, slim can packaing—TV ad, 2007
- Amstel Light
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- Figure 28: Amstel Light, Live Tastefully—TV ad, 2007
- Heineken
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- Figure 29: Heineken, DraughtKeg—TV ad, 2007
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- Figure 30: Heineken, Casino Royale—TV ad, 2006
- Dos Equis
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- Figure 31: Dos Equis, Most Interesting Man in the World—TV ad, 2007
- Crown Imports
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- Figure 32: Corona Extra—TV ad, 2007
- Corona Light
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- Figure 33: Corona Light—TV ad, 2007
- Diageo-Guinness USA
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- Figure 34: Guinness Stout, Alive Inside—TV ad, 2007
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- Figure 35: Red stripe, Boo Unexpected Room of Evil—TV ad, 2007
- InBev USA
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- Figure 36: Beck’s—TV ad, 2007
- Stella Artois
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Retail Distribution
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- Introduction
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- Figure 37: Choice of retail channel to purchase beer, by beer type, October 2007
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- Figure 38: U.S. retail sales of imported beer, by channel, 2005 and 2007
- On-premise
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- Figure 39: On-premises places to drink beer, October 2007
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- 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
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- Figure 41: U.S. beer, wine, and liquor store sales of imported beer, at current and constant prices, 2002-07
- Convenience stores
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- Figure 42: U.S. convenience store sales of beer, at current and constant prices, 2002-07
- Supermarkets
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- Figure 43: U.S. supermarket sales of beer, at current and constant prices, 2002-07
The Consumer: Usage and Frequency of Use
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- 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
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- Figure 44: Incidence of personal consumption of beer, 2003-07
- Personal beer consumption
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- 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
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- Figure 46: Frequency of drinking different types of beer, 2003-07
- Amount of beer drunk, by type of beer and demographics
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- Figure 47: Frequency of drinking different types of beer, by key demographics, May 2006-June 2007
The Consumer: Brand Preferences
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- Summary
- Incidence of drinking beer by brands
- Favorite brand of beer
- Incidence of drinking beer by brands
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- Figure 48: Incidence of drinking beer by imported and domestic brands, by gender, October 2007
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- Figure 49: Incidence of drinking beer by imported and domestic brands, by age, October 2007
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- Figure 50: Incidence of drinking beer by brands, by race/ethnicity, October 2007
- Favorite brand of beer
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- Figure 51: Favorite brand of beer, by gender, October 2007
The Consumer: Behavior and Attitudes
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- 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
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- Figure 52: Interest in flavored and energy-based beer, by domestic and imported beer drinkers, October 2007
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- Figure 53: Interest in flavored and energy-based beer, by race/ethnicity, October 2007
- Beer-drinking behavior
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- Figure 54: Beer-drinking behavior, by domestic and imported beer drinkers, October 2007
- Beer purchase driving attributes at retail
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- 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
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- 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
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- 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
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- 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
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- Figure 59: reasons for drinking more beer today than a few years ago, imported vs. domestic drinkers, October 2007
- Attitudes towards beer
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- Figure 60: Attitudes towards beer, by type of beer and key brands drunk, October 2007
- Choice of alcoholic beverages while eating out
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- 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
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- Figure 62: Selection of beer based on country of origin, by gender, October 2007
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- Figure 63: Selection of beer based on country of origin, by race/ethnicity, October 2007
Future and Forecast
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- 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
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- 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
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- Figure 66: Incidence of drinking beer per month, by type, by race/ethnicity, May 2006-June 2007
- Market forecast
- Imported beer
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- Figure 67: Forecast of total U.S. sales of imported beer, at current and constant prices, 2007-12
- Forecast factors
Appendix: Flavored Alcoholic Beverages
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- Market size
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- Figure 68: FDM* U.S. retail sales of flavored alcoholic beverages, at current and constant prices, 2002-07
- Market Segmentation
- Introduction
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- Figure 69: FDM* sales of flavored alcoholic beverage market, segmented by type, 2005 and 2007
- Flavored malt beverages
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- Figure 70: FDM* sales of flavored malt beverages, at current and constant prices, 2002-07
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- Figure 71: Top five flavored malt beverage brands at FDM*, 2004 and 2006
- Flavored cocktails/coolers
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- Figure 72: FDM* sales of flavored cocktails/coolers, at current and constant prices, 2002-07
- Hard ciders
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- Figure 73: FDM* sales of hard ciders, at current and constant prices, 2002-07
- The Consumer
- Introduction
- Personal consumption of flavored alcoholic beverages
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- Figure 74: Incidence of personal consumption of flavored alcoholic beverages, 2003-07
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- Figure 75: Incidence of personal consumption of flavored alcoholic beverages, by key demographics, May 2006-June 2007
- Frequency of drinking FABs
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- Figure 76: Frequency of drinking flavored alcoholic beverages in last 30 days, 2003-07
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- 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
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- Figure 79: Personal consumption of flavored alcoholic beverages by brands, by age, May 2006-June 2007
Appendix: Trade Associations
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