Table of Contents
Executive Summary
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- The $97 billion beer market’s volume shrinks further
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- Figure 1: Total US retail sales and forecast of beer, at current prices, 2009-19
- Market drivers
- Companies, Brands, and Innovation
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- Figure 2: MULO sales ($ millions) of beer and cider, by leading companies, 52 weeks ending Oct. 6, 2013 and Oct. 5, 2014
- The consumer
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- Figure 3: Beer consumption by type, September 2014
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- Figure 4: Attributes that may increase domestic/imported beer usage, September 2014
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- Figure 5: Beer consumption attitudes (consumption and flavor), September 2014
- What we think
Issues and Insights
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- Should big beer become more transparent?
- Issues
- Insights
- Should big beer target Millennials via the beer-food connection?
- Issue
- Insight
- Is beer’s demise as bad as it sounds?
- Issue
- Insight
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- Figure 6: Alcoholic beverage purchases, by generations – any consumption, February 2014
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- Figure 7: Trended alcohol consumption (# of drinks), by type, April 2009-June 2014
Trend Application
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- Trend: Non-Standard Society
- Trend: The Real Thing
- Trend: Experience Is All
Market Drivers
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- Key points
- Improving economy may lead to shifts with off- and on-premise consumption
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- Figure 8: Unemployment and underemployment rates, January 2011-November 2014*
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- Figure 9: Disposable personal income, January 2011-October 2014*
- Figure 10: Consumer confidence, January 2012-November 2014*
- Estimated Hispanic population growth could slow beer’s decline a bit
Market Size and Forecast
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- Key points
- Beer volumes down, dollar sales incrementally increase
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- Figure 11: Total US retail sales and forecast of beer, at current prices, 2009-19
- Figure 12: US volume sales and forecast of beer, 2009-18
- Figure 13: Total US retail sales and forecast of beer, at current prices, 2009-19
- Figure 14: Total US retail sales and forecast of beer, at inflation-adjusted prices, 2009-19
Segment Performance
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- Key points
- Imports and craft brands bright spots in a declining market
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- Figure 15: US volume sales of beer, by type, 2009, 2014, 2018
- Figure 16: US volume sales of light beer, 2009-18
- Figure 17: US volume sales of super-premium and premium beer, 2009-18
- Figure 18: US volume sales of imported beer, 2009-18
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- Figure 19: US volume sales of craft beer, 2009-18
- Figure 20: US volume sales of popular beer, 2009-18
- Figure 21: US volume sales of ice beer, 2009-18
- Figure 22: US volume sales of malt liquor beer, 2009-18
- Hard cider rapidly gaining ground
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- Figure 23: US volume sales of hard cider, 2010-14
Sales Channels
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- Key points
- Off-premise beer consumption gains some ground during 2009-14
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- Figure 24: US volume sales of beer, by channel, 2009-14
- Craft/premium beer’s star is rising in retail, but big beer is getting lost in the shuffle
Leading Companies and Brand Analysis
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- Key points
- Two giants losing market share
- AB-InBev
- MillerCoors
- Constellation Brands Inc.
- Heineken USA Inc.
- Boston Beer Co.
- Other brands and cider
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- Figure 25: MULO sales of beer and cider, by leading companies, 52 weeks ending Oct. 6, 2013 and Oct. 5, 2014
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- Figure 26: MULO sales of beer, by leading companies, 52 weeks ending Oct. 6, 2013 and Oct. 5, 2014
- Figure 27: MULO sales of cider, by leading companies, 52 weeks ending Oct. 6, 2013 and Oct. 5, 2014
Innovations and Innovators
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- Key points
- Craft brands driving innovation numbers in recent years
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- Figure 28: Beer launches, by leading companies, 2010-14*
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- Figure 29: Beer launches, by top 10 claims, 2010-14*
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- Figure 30: Beer launches, by top launch types and packaging, 2010-14*
- Middle ground between basic lager and craft flavors bears examination
- Other recent innovations and marketing of note
- Budweiser centers on younger adults with a host of advertising angles
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- Figure 31: Budweiser Global Be(er) Responsible Day; “Friends Are Waiting” TV ad, September 2014
- Miller Fortune targets “middle premiums”
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- Figure 32: Better (Miller Fortune) TV ad, March 2014
Social Media
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- Key findings
- Market overview
- Key social media metrics
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- Figure 33: Key social media metrics, December 2014
- Brand usage and awareness
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- Figure 34: Brand usage and awareness for select beer brands, Oct. 2014
- Interactions with beer brands
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- Figure 35: Interaction levels for select beer brands, Oct. 2014
- Leading online campaigns
- Sporting events
- Lifestyle marketing
- What we think
- Online conversations
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- Figure 36: Online mentions for select beer brands, by week, Dec. 22, 2013-Dec. 21, 2014
- Where are people talking about beer online?
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- Figure 37: Online mentions for select beer brands, by week, Dec. 22, 2013-Dec. 21, 2014
- What are people talking about online?
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- Figure 38: Topics of conversation for select beer brands, Dec. 22, 2013-Dec. 21, 2014
Beer Consumption by Type
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- Key points
- Beer usage continues to favor men
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- Figure 39: Beer consumption by type, by gender, September 2014
- Youthful drinkers are still core beer drinking group
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- Figure 40: Beer consumption by type, by age, September 2014
- Affluents lead the pack with beer consumption
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- Figure 41: Beer consumption by type, by household income, September 2014
- Beer usage by volume and type
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- Figure 42: Trended beer consumption, by type, April 2009-June 2014
- Figure 43: Trended beer consumption frequency (mean # of drinks), by type, April 2009-June 2014
- Men continue downing considerably more beer than women
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- Figure 44: Beer consumption frequency (mean # of drinks), by type, by gender, April-June 2014
- Despite market concerns, 21-34s are heaviest beer drinkers
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- Figure 45: Beer consumption frequency (mean # of drinks), by type, by age, April-June 2014
- Why consumers haven’t recently tried mass-craft beer
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- Figure 46: Why consumers haven’t recently tried mass-craft beer, by gender, September 2014
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- Figure 47: Why consumers haven’t recently tried mass-craft beer, by age, September 2014
- Figure 48: Why consumers haven’t recently tried mass-craft beer, by household income, September 2014
Interest in Beer Types and Packaging
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- Key points
- Seasonal, fruit-flavored, and beer-based cocktails have appeal
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- Figure 49: Interest in types and packaging, September 2014
- Women want beer-based cocktails; men find higher ABV appealing
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- Figure 50: Interest in types and packaging, by gender, September 2014
- Adults 22-44 have tried, find more innovative beer types appealing
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- Figure 51: Interest in types and packaging, by age, September 2014
- Higher-income consumers have tried more beer types
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- Figure 52: Interest in types and packaging, by household income, September 2014
- Packaging concepts with functional benefits win
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- Figure 53: Interest in types and packaging, by gender, September 2014
- Mature adults less interested in new beer concepts
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- Figure 54: Interest in types and packaging, by age, September 2014
- Brand trumps flavor in 45+ purchase decision
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- Figure 55: What matters with beer purchases, by age, September 2014
Beer Innovation
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- Key points
- Higher ABV and light beer flavor variants could spark growth
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- Figure 56: Attributes that may increase domestic/imported beer usage, by age, September 2014
- Urbanites most interested in domestic/imported beer innovation
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- Figure 57: Attributes that may increase domestic/imported beer usage, by area, September 2014
- Higher-income consumers have stronger interest in beer innovation
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- Figure 58: Attributes that may increase domestic/imported beer usage, by household income, September 2014
Beer Consumption Activities
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- Key points
- Video media and meal-time go hand in hand with beer consumption
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- Figure 59: Domestic/Imported Beer consumption activities, by gender, September 2014
- 35-44 drink beer while watching sports; 22-34 buy locally affiliated brands
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- Figure 60: Domestic/Imported Beer consumption activities, by age, September 2014
- Urban beer drinkers OK consuming beer alone
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- Figure 61: Domestic/Imported Beer consumption activities, by area, September 2014
- High-income consumers enjoy beer in a variety of ways
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- Figure 62: Domestic/Imported Beer consumption activities, by household income, September 2014
Beer Consumption Attitudes
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- Key points
- Beer needs a facelift inside and out; quality is most important
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- Figure 63: Beer consumption attitudes, September 2014
- Quality differences could help make brands more distinct
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- Figure 64: Beer consumption attitudes, by age, September 2014
- Higher-income consumers prefer ingredient/label transparency, packaging advances
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- Figure 65: Beer consumption attitudes, by household income, September 2014
Impact of Race and Hispanic Origin
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- Key points
- Blacks and Hispanics represent core beer consumer groups
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- Figure 66: Beer consumption by type, by race/Hispanic origin, September 2014
- Figure 67: Beer consumption frequency (mean # of drinks), by type, by race/Hispanic origin, April-June 2014
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- Figure 68: Why consumers haven’t recently tried mass-craft beer, by race/Hispanic origin, September 2014
- Figure 69: Interest in types and packaging, by race/Hispanic origin, September 2014
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- Figure 70: Attributes that may increase domestic/imported beer usage, by race/Hispanic origin, September 2014
- Figure 71: Domestic/Imported Beer consumption activities, by race/Hispanic origin, September 2014
Custom Consumer Groups
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- Custom group definition
- Beer Programmers
- My Meal, My Beers
- Beer Creatives
- Consumer tables – by beer user behavior
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- Figure 72: Beer consumption by type, by beer user behavior, September 2014
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- Figure 73: Why consumers haven’t recently tried mass-craft beer, by beer user behavior, September 2014
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- Figure 74: Interest in types and packaging, by beer user behavior, September 2014
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- Figure 75: Interest in types and packaging, by beer user behavior, September 2014
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- Figure 76: Attributes that may increase domestic/imported beer usage, by beer user behavior, September 2014
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- Figure 77: Domestic/Imported Beer consumption activities, by beer user behavior, September 2014
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- Figure 78: Beer consumption attitudes, by beer user behavior, September 2014
Appendix – Other Useful Tables
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- Consumer data
- Alcoholic beverage consumption locales
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- Figure 79: Alcoholic beverage consumption locales – Beer, January 2013-March 2014
- Interest in types and packaging
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- Figure 80: Interest in types and packaging, by household income, September 2014
- Figure 81: Interest in types and packaging, by race/Hispanic origin, September 2014
- What matters with beer purchases
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- Figure 82: What matters with beer purchases, by gender, September 2014
- Figure 83: What matters with beer purchases, by household income, September 2014
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- Figure 84: What matters with beer purchases, by race/Hispanic origin, September 2014
- Beer consumption attitudes
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- Figure 85: Beer consumption attitudes, by race/Hispanic origin, September 2014
- Custom consumer groups
- Craft-captivateds
- Beer’s Just OKs
- Middle Of The Roads
- Consumer tables – by beer consumption, by type
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- Figure 86: Interest in types and packaging, by beer consumption by type, September 2014
- Figure 87: Interest in types and packaging, by beer consumption by type, September 2014
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- Figure 88: What matters with beer purchases, by beer consumption by type, September 2014
- Figure 89: Attributes that may increase domestic/imported beer usage, by beer consumption by type, September 2014
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- Figure 90: Domestic/imported Beer consumption activities, by beer consumption by type, September 2014
- Figure 91: Beer consumption attitudes, by beer consumption by type, September 2014
- Market and demographic data
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- Figure 92: Population by race and Hispanic origin, 2009-19
- Figure 93: Population by generation, 2009-19
Appendix – Social Media – Beer
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- Brand usage or awareness
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- Figure 94: Brand usage or awareness, October 2014
- Figure 95: Stella Artois usage or awareness, October 2014
- Figure 96: Heineken usage or awareness, October 2014
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- Figure 97: Bud Light usage or awareness, October 2014
- Figure 98: Coors Light usage or awareness, October 2014
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- Figure 99: Miller Lite usage or awareness, October 2014
- Figure 100: Modelo Especial usage or awareness, October 2014
- Activities done
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- Figure 101: Activities done, October 2014
- Figure 102: Stella Artois – Activities done – I have looked up/talked about this brand online on social media, by demographics, October 2014
- Figure 103: Stella Artois – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, October 2014
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- Figure 104: Stella Artois – Activities done – I follow/like the brand on social media because, by demographics, October 2014
- Figure 105: Heineken – Activities done – I have looked up/talked about this brand online on social media, by demographics, October 2014
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- Figure 106: Heineken – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, October 2014
- Figure 107: Heineken – Activities done – I follow/like the brand on social media because, by demographics, October 2014
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- Figure 108: Bud Light – Activities done – I have looked up/talked about this brand online on social media, by demographics, October 2014
- Figure 109: Bud Light – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, October 2014
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- Figure 110: Bud Light – Activities done – I follow/like the brand on social media because, by demographics, October 2014
- Figure 111: Coors Light – Activities done – I have looked up/talked about this brand online on social media, by demographics, October 2014
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- Figure 112: Coors Light – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, October 2014
- Figure 113: Coors Light – Activities done – I follow/like the brand on social media because, by demographics, October 2014
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- Figure 114: Miller Lite – Activities done – I have looked up/talked about this brand online on social media, by demographics, October 2014
- Figure 115: Miller Lite – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, October 2014
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- Figure 116: Modelo Especial – Activities done – I have looked up/talked about this brand online on social media, by demographics, October 2014
- Figure 117: Modelo Especial – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, October 2014
- Key social media metrics
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- Figure 118: Key social media metrics, December 2014
- Online conversations
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- Figure 119: Online mentions for select beer brands, by week, Dec. 22, 2013-Dec. 21, 2014
Appendix – Trade Associations
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