Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Beer consumer base decreases slightly in 2010
- Spirits pose stiff competition for beer
- Men remain the primary consumer in the beer market
- Beer loses key consumers in 21-24 age group during 2007-10
- Population and income trends make Hispanics the most attractive beer consumer
- Blacks face the highest unemployment rate; show beer attrition during 2005-10
- Beer drinkers prefer bottled beer packaging; keg remains small
Insights and Opportunities—A Consumer-centric View
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- Intensify efforts to bring more women into beer market
- Taking cues from spirit manufacturers
- Global players launch female-targeted beer
- Surge in efforts in growing beer awareness among women
- Hispanics offer opportunities for craft beer
- Population and income growth trends make Hispanics the most desirable consumer
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- Figure 1: U.S. population aged 21-34 and 35-54, by Hispanic origin, 2010 and 2015
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- Figure 2: U.S. population buying power, by race and Hispanic origin, 1990-2014
- Win back black consumers; also an ideal segment for light and craft beer
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- Figure 3: U.S. population aged 21-34 and 35-54, by race and gender, 2010 and 2015
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- Figure 4: Prevalence of obesity among U.S. adults aged 20 and over, by gender and race/ethnicity, for selected years 1999-2000 through 2007-08
Inspire Insights
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- Trend: Resilience
Market Drivers
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- High unemployment rate continues to impede consumer spending
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- Figure 5: Employment status of the civilian non-institutional population 16 years and over, 2000-10
- Key beer consumers—men, Hispanics, and blacks, hit hard by unemployment
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- Figure 6: Unemployment status among civilian non-institutional population, by gender and race/Hispanic origin, October 2009-October 2010
- Obesity rates steady, but still a cause of concern
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- Figure 7: Percentage of population aged 20 and over who are overweight or obese* or extremely obese, 1988-2008
- Male population growth important to the market
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- Figure 8: Population of men aged 21 or older, 2005-15
- At-home beer consumption on the rise due to the recession; on-premise consumption declines
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- Figure 9: Influence of the recession on drinking behavior, by age, March 2010
- Alcohol consumption at bars/restaurants, by age
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- Figure 10: Alcoholic beverage consumption at bars/restaurants compared to last year, by age, January 2010
- Hispanics and blacks offer growth opportunities
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- Figure 11: U.S. Hispanic population aged 21+, 2005-15
- Figure 12: U.S. black population aged 21+, 2005-15
The Consumer—Beer vs. Other Alcoholic Beverages
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- Spirits boasts the biggest consumer base, outpaces beer in 2010
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- Figure 13: Trends in beer consumption versus other alcoholic beverages, May 2005-June 2010
- Men primary alcoholic beverage consumer; women show least inclination toward beer
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- Figure 14: Beer consumption versus other alcoholic beverages, by gender, April 2009-June 2010
- Beer lags spirits in attracting most prolific drinkers i.e. adults aged 21-24
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- Figure 15: Beer consumption versus other alcoholic beverages, by age, April 2009-June 2010
Trends in Beer Usage, Volume Consumption
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- Beer consumer base shrinks slightly in 2010
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- Figure 16: Incidence of personal beer consumption, by type of beer, May 2005-June 2010
- Volume consumption for all but imported and regular domestic beer grew during 2007-10
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- Figure 17: Frequency of drinking different types of beer, May 2005-June 2010
Gender Impact on Consumption and Choice of Brands
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- Brewers unable to attract women to beer; men remain the key consumer
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- Figure 18: Incidence of personal consumption of beer, by gender, April 2009-June 2010
- Light imported beer consumption has increased among both men and women
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- Figure 19: Incidence of drinking imported beer by type, by gender, May 2005-June 2010
- Men consume significantly more beer than women
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- Figure 20: Volume consumption of beer, by beer type, by gender, April 2009-June 2010
- Men and women exhibit differences in choosing regular and light domestic brands
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- Figure 21: Incidence of drinking different types of regular and light domestic beer, by top brands, by gender, April 2009-June 2010
- Men and women drinkers show equal preference for craft beer brands
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- Figure 22: Incidence of drinking different types of microbrew domestic beer, by top brands, by gender, April 2009-June 2010
- Corona boasts higher penetration among women than men
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- Figure 23: Incidence of drinking different types of regular and light imported beer, by top brands, by gender, April 2009-June 2010
- Women have bigger repertoire of brands for malt liquor; Smirnoff Ice is the top FAB
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- Figure 24: Incidence of drinking malt liquor and flavored alcoholic beverages, by top brands, by gender, April 2009-June 2010
Impact of Age on Consumption and Choice of Brands
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- Beer loses key consumers aged 21-24 during 2007-10
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- Figure 25: Incidence of personal consumption of beer, by type of beer, by age, April 2009-June 2010
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- Figure 26: Incidence of drinking imported beer, by type, by age, May 2005-June 2010
- Adults aged 21-24 are the most prolific beer drinkers
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- Figure 27: Volume consumption of beer, by beer type, by age, April 2009-June 2010
- Adults aged 21-24 are the biggest consumers for most regular and light domestic brands
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- Figure 28: Incidence of drinking different types of regular and light domestic beer, by top brands, by age, April 2009-June 2010
- Older adults prefer bigger variety in craft beer selection
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- Figure 29: Incidence of drinking different types of microbrew domestic beer, by top brands, by age, April 2009-June 2010
- Heineken lags Corona in attracting young adults aged 21-34; loses consumer base among older adults
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- Figure 30: Incidence of drinking different types of regular and light imported beer, by top brands, by age, April 2009-June 2010
- Adults aged 65+ drink most varied selection in malt liquor; Mike’s Hard is the top brand by age
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- Figure 31: Incidence of drinking malt liquor and flavored alcoholic beverages, by top brands, by age, April 2009-June 2010
Impact of Household Income on Consumption and Brand Choice
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- Beer consumption increases with household income
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- Figure 32: Incidence of personal consumption of beer, by type, by household income, April 2009-June 2010
- Consumers from lowest income households drink most volume
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- Figure 33: Volume consumption of beer, by beer type, by household income, April 2009-June 2010
- Brand choice for domestic beer commensurate with income levels
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- Figure 34: Incidence of drinking different types of regular and light domestic beer, by top brands, by household income, April 2009-June 2010
- In imports Corona boasts highest penetration among lowest HH income adults
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- Figure 35: Incidence of drinking different types of regular and light imported beer, by top brands, by household income, April 2009-June 2010
Desired Beer Attributes and Packaging Preference
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- Clean, crisp taste is the most desired attribute in beer
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- Figure 36: Most desired attributes in beer, by gender, July/August 2010
- Age-related differences exist in beer shopping based on attributes
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- Figure 37: Most desired attributes in beer, by age, July/August 2010
- Bottled beer tops packaging choice; adults aged 65+ deviate from the average in choosing beer packaging
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- Figure 38: Preference for type of beer packaging, by age, July/August 2010
Preference for and Attitudes toward Domestic, Imported, and Craft Beer
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- Beer drinkers are twice as likely to prefer domestic as imported beer
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- Figure 39: Domestic vs. imported beer preference, by age, July/August 2010
- Beer drinkers perceive imports to be more expensive than domestic beer
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- Figure 40: Attitudes toward domestic vs. imported beer, by age, July/August 2010
- Attitudes toward beer
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- Figure 41: Attitudes towards beer, by age, July/August 2010
- Seasonal crafts and educating consumers about craft beer vital to craft beer growth
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- Figure 42: Attitudes toward craft beer, by gender, July/August 2010
- Adults aged 21-34 show above-average interest in seasonal brews and craft education
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- Figure 43: Attitudes toward craft beer, by age, July/August 2010
Loyalty to Types and Brands of Beer
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- Older beer drinkers like same type of beer; younger ones prefer variety
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- Figure 44: Preference for drinking different types of beer, by age, July/August 2010
- Brand loyalty increases with age
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- Figure 45: Brand loyalty, by age, July/August 2010
Beer Purchase Habits, Recession, and Frequency of Drinking Light Beer
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- Most beer drinkers decide on beer type and brand before going to store
- Recession promotes down trading in beer
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- Figure 46: Beer purchase habits and influence of recession, by age, July/August 2010
- Household income dictates beer purchase habits and response to recession
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- Figure 47: Beer purchase habits and influence of recession, by household income, July/August 2010
- Imported light beers have low penetration among beer drinkers
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- Figure 48: Frequency of light domestic and imported beer consumption, by gender, July/August 2010
Incidence of and Reasons for Drinking More or Less Beer
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- Beer drinking incidence largely remains unchanged in the last year
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- Figure 49: Incidence of drinking more or less beer compared to a year ago, by gender, July/August 2010
- Reasons for drinking more beer compared to a year ago
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- Figure 50: Reasons for drinking more beer compared to a year ago, by gender, July/August 2010
- Reasons for drinking less beer compared to a year ago
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- Figure 51: Reasons for drinking less beer compared to a year ago, July/August 2010
Choice of Retail Channels to Purchase Beer
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- Age-related differences exist in retail channel choice to buy beer
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- Figure 52: Choice of retail channel to purchase beer, by age, July/August 2010
Impact of Race and Hispanic Origin
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- Beer tops spirits in attracting consumers from all races/ethnicities except blacks
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- Figure 53: Beer consumption versus other alcoholic beverages, by race/Hispanic origin, April 2009-June 2010
- Hispanics are the biggest beer consumer
- Blacks hampered by high unemployment move away from beer during 2005-10
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- Figure 54: Incidence of personal consumption of beer, by race/Hispanic origin, April 2009-June 2010
- Black beer drinkers consume most beer volume
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- Figure 55: Volume consumption of beer, by beer type, by gender, April 2009-June 2010
- Blacks and Hispanics are biggest Budweiser drinkers
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- Figure 56: Incidence of drinking different types of regular, ice, and microbrew domestic beer, by top brands, by race/Hispanic origin, April 2009-June 2010
- Heineken most popular among blacks and Asians; Corona attracts Hispanics
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- Figure 57: Incidence of drinking different types of regular and light imported beer, by top brands, by race/Hispanic origin, April 2009-June 2010
- Blacks prefer full flavor and high alcohol content; Hispanics look for flavors
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- Figure 58: Most desired attributes in beer, by race/Hispanic origin, July/August 2010
- Asians and Hispanics are most influenced by the recession
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- Figure 59: Beer purchase habits and influence of recession, by race/Hispanic origin, July/August 2010
- Hispanics and Asians appreciate imported beer more
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- Figure 60: Attitudes toward domestic vs. imported beer, by race/Hispanic origin, July/August 2010
Cluster Analysis—Domestic Beer
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- Domestic light loyalists
- Demographics
- Characteristics
- Opportunities
- Full flavored, full price
- Demographics
- Characteristics
- Budgeting, heavy drinkers
- Demographics
- Characteristics
- Characteristic tables
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- Figure 61: Domestic beer drinker clusters, July/August 2010
- Figure 62: Incidence of drinking different types of alcoholic beverages, domestic beer drinker clusters, July/August 2010
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- Figure 63: Frequency of light domestic and imported beer consumption, by domestic beer drinker clusters, July/August 2010
- Figure 64: Brand loyalty, by domestic beer drinker clusters, July/August 2010
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- Figure 65: Preference for drinking different types of beer, by domestic beer drinker clusters, July/August 2010
- Figure 66: Most desired attributes in beer, by domestic beer drinker clusters, July/August 2010
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- Figure 67: Beer purchase habits and influence of recession, by domestic beer drinker clusters, July/August 2010
- Figure 68: Attitudes toward domestic vs. imported beer, by domestic beer drinker clusters, July/August 2010
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- Figure 69: Attitudes toward beer, by domestic beer drinker clusters, July/August 2010
- Demographic tables
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- Figure 70: Domestic beer drinker clusters, by gender, July/August 2010
- Figure 71: Domestic beer drinker clusters, by age, July/August 2010
- Figure 72: Domestic beer drinker clusters, by household income, July/August 2010
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- Figure 73: Domestic beer drinker clusters, by race, July/August 2010
- Figure 74: Domestic beer drinker clusters, by Hispanic origin, July/August 2010
- Cluster methodology
Cluster Analysis—Imported Beer
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- Predictable, low drinkers
- Demographics
- Characteristics
- Opportunities
- Full-flavored drinkers
- Demographics
- Characteristics
- Opportunities
- Light beer loyalists
- Demographics
- Characteristics
- Opportunities
- Characteristic tables
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- Figure 75: Imported beer drinker clusters, July/August 2010
- Figure 76: Incidence of drinking different types of alcoholic beverages, by imported beer drinker clusters, July/August 2010
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- Figure 77: Frequency of light domestic and imported beer consumption, by imported beer drinker clusters, July/August 2010
- Figure 78: Brand loyalty, by imported beer drinker clusters, July/August 2010
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- Figure 79: Preference for drinking different types of beer, by imported beer drinker clusters, July/August 2010
- Figure 80: Most desired attributes in beer, by imported beer drinker clusters, July/August 2010
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- Figure 81: Beer purchase habits and influence of recession, by imported beer drinker clusters, July/August 2010
- Figure 82: Attitudes toward domestic vs. imported beer, by imported beer drinker clusters, July/August 2010
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- Figure 83: Attitudes toward beer, by imported beer drinker clusters, July/August 2010
- Demographic tables
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- Figure 84: Imported beer drinker clusters, by gender, July/August 2010
- Figure 85: Imported beer drinker clusters, by age, July/August 2010
- Figure 86: Imported beer drinker clusters, by household income, July/August 2010
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- Figure 87: Imported beer drinker clusters, by race, July/August 2010
- Figure 88: Imported beer drinker clusters, by Hispanic origin, July/August 2010
- Cluster methodology
Custom Consumer Groups
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- Adults who prefer domestic beer have more predictable beer shopping habits
- Adults inclined toward craft beer are more likely to make purchase decision in store
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- Figure 89: Attitudes toward domestic vs. imported beer, by preference for domestic, imported, and craft beer, July/August 2010
- Convenience stores and Walmart will benefit by stocking greater variety of craft beers
- Traditional supermarkets and liquor/package stores have growth potential by improving domestic selection
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- Figure 90: Choice of retail channel to buy beer, by preference for domestic, imported, and craft beer, July/August 2010
- Craft beer drinkers show more interest in imported beer brands than domestic
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- Figure 91: Choice of beer brands, by preference for domestic, imported, and craft beer, July/August 2010
- Craft beer drinkers look for full flavor while Budweiser drinkers value low-price
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- Figure 92: Preference for beer attributes, by Bud Light, Budweiser, Corona, and craft beer drinkers, July/August 2010
- Men aged 21-34 are key consumer for most types of beer, especially craft beer
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- Figure 93: Incidence of personal consumption of beer, by age and gender, April 2009-June 2010
- Black adults aged 35+ show the least interest in beer
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- Figure 94: Incidence of personal consumption of beer, by age and race/Hispanic origin, April 2009-June 2010
- Income gap is irrelevant among Hispanics and Asians in buying beer
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- Figure 95: Incidence of personal consumption of beer, by household income and race/Hispanic origin, April 2009-June 2010
Appendix—Other Useful Consumer Tables
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- Beer vs. other alcoholic beverages
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- Figure 96: Beer consumption versus other alcoholic beverages, by household income, April 2009-June 2010
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- Figure 97: Beer consumption versus other alcoholic beverages, by region, April 2009-June 2010
- Beer consumption—incidence, volume, and brand choice
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- Figure 98: Beer consumption by type, by gender, age, household income, race/Hispanic origin, region, April 2009-June 2010
- Impact of gender
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- Figure 99: Domestic v. imported beer preference, by gender, July/August 2010
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- Figure 100: Brand loyalty, by gender, July/August 2010
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- Figure 101: Choice of retail channel to purchase beer, by gender, July/August 2010
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- Figure 102: Beer purchase habits and influence of recession, by gender, July/August 2010
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- Figure 103: Attitudes toward domestic vs. imported beer, by gender, July/August 2010
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- Figure 104: Attitudes toward beer, by gender, July/August 2010
- Impact of age
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- Figure 105: Frequency of light domestic and imported beer consumption, by age, July/August 2010
- Impact of income
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- Figure 106: Incidence of drinking different types of microbrew domestic beer, by top brands, by household income, April 2009-June 2010
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- Figure 107: Incidence of drinking malt liquor and flavored alcoholic beverages, by top brands, by household income, April 2009-June 2010
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- Figure 108: Most desired attributes in beer, by household income, July/August 2010
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- Figure 109: Preference for the type of beer packaging, by age, July/August 2010
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- Figure 110: Choice of retail channel to purchase beer, by age, July/August 2010
- Impact of Region
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- Figure 111: Incidence of personal consumption of beer, by region, April 2009-June 2010
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- Figure 112: Volume consumption of beer, by beer type, by region, April 2009-June 2010
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- Figure 113: Incidence of drinking different types of regular and light domestic beer, by top brands, by region, April 2009-June 2010
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- Figure 114: Incidence of drinking different types of microbrew beer, by region, April 2009-June 2010
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- Figure 115: Incidence of drinking different types of regular and light imported beer, by top brands, by region, April 2009-June 2010
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- Figure 116: Incidence of drinking malt liquor and flavored alcoholic beverages, by top brands, by region, April 2009-June 2010
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- Figure 117: Attitudes toward domestic vs. imported beer, by preference for domestic, imported, and craft beer, July/August 2010
Appendix—Impact of Race/Hispanic Origin
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- Figure 118: Incidence of drinking imported beer, by type, by race/Hispanic origin, April 2009-June 2010
- Figure 119: Incidence of drinking malt liquor and flavored alcoholic beverages by top brands, by race/Hispanic origin, April 2009-June 2010
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- Figure 120: Domestic v. imported beer preference, by race/Hispanic origin, July/August 2010
- Figure 121: Brand loyalty, by race/Hispanic origin, July/August 2010
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- Figure 122: Frequency of light domestic and imported beer consumption, by race/Hispanic origin, July/August 2010
- Figure 123: Preference for drinking different types of beer, by race/Hispanic origin, July/August 2010
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- Figure 124: Preference for the type of beer packaging, by race/Hispanic origin, July/August 2010
- Figure 125: Choice of retail channel to purchase beer, by race/Hispanic origin, July/August 2010
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- Figure 126: Attitudes toward beer, by race/Hispanic origin, July/August 2010
- Figure 127: Preference for the type of beer packaging, by race/Hispanic origin, July/August 2010
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Appendix—Trade Associations
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