What you need to know
The COVID-19 outbreak has beefed up consumers’ in-home beer drinking habits, which means retail sales of beer will still achieve moderate growth both in volume and value terms in 2020. In the long term, Mintel thinks that the market is more likely to be driven by value growth than volume. Consumers’ willingness to pay more for quality ingredients is a precious opportunity for brands to trade up their offerings. Another chance lies in the future development of low-calorie hard seltzer, which primarily appeals to young and health-aware consumers.
Key issues covered in this Report
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How has the COVID-19 outbreak impacted the beer market?
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What factors are likely to trigger premiumisation in beer purchases?
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How do brands manage to penetrate beer to more consumption occasions and enlarge the consumer base?
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What can brands do to address consumers’ elevating health concern towards beer drinking?
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How to promote beer products more efficiently in the post-outbreak era?
Report scope
This Report follows the same definition as Mintel’s Beer – China, December 2018 Report. It covers all alcoholic and non-alcoholic beers. Market size in value terms is based on retail sales, while volume size is discussed on the basis of both the retail and non-retail sectors.
When it comes to the retail market, fermented beer, lager, ale brewed from cereal and flavoured with hops and low/no-alcohol beers are included. As for the on-trade market, beer from all the catering institutions is included. All beer supplied as an ingredient to food manufacturers and other processors to be added in other products is also included.
Mintel categorizes those who are able to tell the difference between lager and ale beer as ‘adept beer drinkers’ in order to observe these consumers’ different consumption habits, which hint at premiumisation opportunities.
The market segmentation is based on beer ABV (Alcohol by Volume):
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Strong: 5.0% and above
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Standard: 2.6%-4.9%
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Light/no/low alcohol: 0%-2.5%
