Table of Contents
Introduction
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- Definition
- Methodology
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Total on-trade alcoholic drinks market value, 2007-17
- Companies and brands
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- Figure 2: Total number of hotels, restaurants and bars in China, 2007-11
- Key trends
- Changing drinking habits present opportunities for on-trade sales
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- Figure 3: Alcoholic drinks consumption in and out of home, by type, February 2013
- Types of on-trade drinks consumed vary by demographics
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- Figure 4: Alcoholic drinks drunk out of home, by type, February 2013
- Consumer on-trade alcohol consumption preferences vary by outlet
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- Figure 5: Frequency of drinking alcoholic drinks, by location, February 2013
- Social settings are important for on-trade alcohol consumption
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- Figure 6: Occasions that consumers drink out of home on, February 2013
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- Figure 7: Consumer attitudes towards drinking alcohol out of home, February 2013
- Factors affecting choice of venue when drinking out of home
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- Figure 8: Factors affecting consumer choice of venue when drinking out of home, February 2013
The Market
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- Key points
- The size of the total alcoholic drinks market
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- Figure 9: Total on-trade alcoholic drinks market value, 2007-17
- Beer remains the largest sector by volume, but growth coming from premiumisation
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- Figure 10: Total on-trade beer market value, 2007-17
- Spirits sales continue to shift towards a high-end offering
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- Figure 11: Total on-trade spirits market value, 2007-17
- Wine sales compete with premium beer and high-end spirits
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- Figure 12: Total on-trade wine and Champagne market value, 2007-17
- The share of on-trade sales within the total alcoholic drinks market
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- Figure 13: China total alcoholic drinks volume consumption, by sector, and share, by retail and on-trade, 2007-12
- On-trade consumption patterns of alcoholic drinks
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- Figure 14: Frequency of drinking alcoholic drinks, by location, February 2013
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- Figure 15: Total number of hotels, restaurants and bars in China, 2007-12
- The government clampdown on drink driving and official banquets
Companies and Brands
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- Key points
- Note
- Leading beer companies
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- Figure 16: Beer company retail market shares in China, by value, 2009-11
- Leading spirits companies
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- Figure 17: Spirits company retail market share in China, by value, 2009-11
- Leading wine companies
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- Figure 18: Wine and Champagne company retail market share, by value, 2010 and 2011
- Leading full-service restaurant companies
- Leading hotel companies
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- Figure 19: Hotel company market share in China, by volume (number of hotels), 2009-11
- Leading bar and KTV companies
Key Issues in the Market – Changing Drinking Habits Present Opportunities For On-Trade Sales
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- Key points
- Changes in consumer drinking habits
- Shifting trends in retail and on-trade consumption between the sectors
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- Figure 20: China total alcoholic drinks volume consumption, by sector, and % share, by retail and on-trade, 2007-12
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- Figure 21: Alcoholic drinks consumption in and out of home, by type, February 2013
- Factors affecting consumer choice of alcoholic drinks drunk out of home
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- Figure 22: Attitudes towards alcoholic drinks consumption out of home, February 2013
- Changes in drinking habits driven by age and gender
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- Figure 23: The population of the over-60s in China, 2000-15
- Figure 24: Frequency of drinking alcoholic drinks out of home, by type, by gender and age group, February 2013
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- Figure 25: Attitudes towards choice of alcoholic drinks consumption out of home, by gender and age group, February 2013
- Changes in drinking patterns by income
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- Figure 26: Defining the middle class in China – household income parameters, 2003 and 2012, per annum income required to be middle class in Tier one cities
- Figure 27: Defining the middle class in China, 1999-2015
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- Figure 28: Attitudes towards choice of alcoholic drinks consumption out of home, by income group, February 2013
- Marital status affects out-of-home drinking patterns
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- Figure 29: Attitudes towards choice of alcoholic drinks consumption out of home, by marital status, February 2013
- Drinking patterns by region
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- Figure 30: Attitudes towards choice of alcoholic drinks consumption out of home, by city, February 2013
- What it means
Key Issues in The Market – Types Of On-Trade Drinks Consumed Vary by Demographics
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- Key points
- Beer represents the biggest growth sector for on-trade alcoholic drinks
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- Figure 31: Total alcoholic drinks volume, by type and share of on-trade, 2007-12
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- Figure 32: Frequency of beer drinkers drinking alcohol by type, by occasions, February 2012
- Other alcoholic drinks are increasing in importance for the on-trade
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- Figure 33: Types of alcoholic drinks drunk out of home, by type, February 2013
- Gender, age and income influence the choice of drinks out of home
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- Figure 34: Alcoholic drinks drunk out of home, by type, by gender and age group, February 2013
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- Figure 35: Alcoholic drinks drunk out of home, by type, by income group, February 2013
- Figure 36: Alcoholic drinks drunk out of home, by type, by marital status, February 2013
- Regional markets show significant variance in consumption patterns
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- Figure 37: Alcoholic drinks drunk out of home, by type, by city tier, February 2013
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- Figure 38: Frequency of drinking alcoholic drinks out of home, by type, by city, February 2013
- What it means
Key Issues in the Market – Consumer Preferences Vary by Outlet
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- Key points
- Restaurants continue to dominate the beer market
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- Figure 39: Beer consumption, by on-trade location, February 2012
- Wines are increasingly viewed as a sophisticated beverage to be seen drinking
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- Figure 40: Outlets/venues where wine is typically bought, October 2012
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- Figure 41: On-trade venues where wine is typically bought, by demographics, October 2012
- Outlet type influences the frequency of drinking, but not the type of drink
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- Figure 42: Frequency of drinking alcoholic drinks, by location, February 2013
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- Figure 43: On-trade outlets, by type of alcoholic drinks drunk, February 2013
- Demographic characteristics affect where people drink
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- Figure 44: Consumption of alcoholic drinks out of home once a week or more, by location, by gender and age group, February 2013
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- Figure 45: Consumption of alcoholic drinks out of home less than once a week, by location, by gender and age group, February 2013
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- Figure 46: Frequency of drinking alcoholic drinks out of home once a week or more, by location, by income group, February 2013
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- Figure 47: Frequency of drinking alcoholic drinks out of home less than once a week, by location, by income group, February 2013
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- Figure 48: Frequency of drinking alcoholic drinks out of home, by location, by marital status, February 2013
- Significant regional variations in where people drink
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- Figure 49: Frequency of drinking alcoholic drinks out of home, by location, by city tier, February 2013
- Several types of outlets enjoy high levels of weekly usage in tier one cities
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- Figure 50: Consumers drinking alcoholic drinks out of home once a week or more, by location, by city, February 2013
- On-trade outlets and drinks makers increasingly use social media marketing
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- Figure 51: Top three factors to consider when choosing a full-service restaurant to eat at, August 2012
- Cap fees and channel sales incentives and success rate monitoring
- What it means
Key Issues in the Market – Social Settings Important For On-Trade Alcohol Consumption
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- Key points
- Difference between in-home and out-of-home drinking
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- Figure 52: Alcoholic drinks drunk in and out of home, by type, February 2013
- Key occasions for out-of-home drinking
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- Figure 53: Occasions that consumers drink out of home on, February 2013
- Key consumer differences for drinking out of home
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- Figure 54: Occasions that consumers drink out of home on, by gender and age group, February 2013
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- Figure 55: Occasions that consumers drink out of home on, by income group, February 2013
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- Figure 56: Occasions that consumers drink out of home on, by marital status, February 2013
- Key regional differences for drinking out of home
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- Figure 57: Occasions that consumers drink out of home on, by city tier, February 2013
- Entertaining is particularly prevalent in tier one cities
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- Figure 58: Occasions that consumers drink out of home on, by city, February 2013
- Key locational differences for drinking out of home
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- Figure 59: Occasions that consumers drink out of home on once a week or more, by location of drinking, February 2013
- Consumer attitudes towards drinking out of home
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- Figure 60: Consumer attitudes towards drinking alcohol out of home, February 2013
- Out-of-home drinkers’ attitudes by demographics
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- Figure 61: Consumer attitudes towards drinking alcohol out of home, by gender and age group, February 2013
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- Figure 62: Consumer attitudes towards drinking alcohol out of home, by income group, February 2013
- Figure 63: Consumer attitudes towards drinking alcohol out of home, by marital status, February 2013
- Out-of-home drinkers’ attitudes by region
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- Figure 64: Consumer attitudes towards drinking alcohol out of home, by city tier, February 2013
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- Figure 65: Consumer attitudes towards drinking alcohol out of home, by city, February 2013
- What it means
Key Issues in the Market – Factors Affecting Choice of Venue When Drinking Out Of Home
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- Key points
- How drinking habits affect consumer outlet choice
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- Figure 66: Attitudes affecting consumer choice of venue when drinking out of home, February 2013
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- Figure 67: Attitudes affecting consumer choice of venue when drinking out of home, by gender and age group, February 2013
- Figure 68: Attitudes affecting consumer choice of venue when drinking out of home, by income group, February 2013
- How drinking habits affect consumer outlet choice by region
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- Figure 69: Attitudes affecting consumer choice of venue when drinking out of home, by city tier, February 2013
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- Figure 70: Attitudes affecting consumer choice of venue when drinking out of home, by city, February 2013
- How drinking habits affect consumer outlet choice by location
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- Figure 71: Attitudes affecting consumer choice of venue when drinking out of home more than once a week, by type of outlet and frequency, February 2013
- What it means
Appendix – In-home Usage of Alcoholic Drinks by Type
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- Figure 72: Usage of alcoholic drinks in home, by type, February 2013
- Figure 73: Usage of most popular alcoholic drinks in home, by demographics, February 2013
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- Figure 74: Usage of other alcoholic drinks in home, by demographics, February 2013
- Figure 75: Usage of alcoholic drinks in home, by highest frequency of drinking alcoholic drinks in Chinese full-service restaurants, February 2013
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- Figure 76: Usage of alcoholic drinks in home, by other frequencies of drinking alcoholic drinks in Chinese full-service restaurants, February 2013
- Figure 77: Usage of alcoholic drinks in home, by highest frequency of drinking alcoholic drinks in foreign full-service restaurants, February 2013
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- Figure 78: Usage of alcoholic drinks in home, by other frequencies of drinking alcoholic drinks in foreign full-service restaurants, February 2013
- Figure 79: Usage of alcoholic drinks in home, by highest frequency of drinking alcoholic drinks in other Asian full-service restaurants, February 2013
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- Figure 80: Usage of alcoholic drinks in home, by other frequencies of drinking alcoholic drinks in other Asian full-service restaurants, February 2013
- Figure 81: Usage of alcoholic drinks in home, by highest frequency of drinking alcoholic drinks in karaoke clubs, February 2013
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- Figure 82: Usage of alcoholic drinks in home, by other frequencies of drinking alcoholic drinks in karaoke clubs, February 2013
- Figure 83: Usage of alcoholic drinks in home, by highest frequency of drinking alcoholic drinks in nightclubs, February 2013
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- Figure 84: Usage of alcoholic drinks in home, by other frequencies of drinking alcoholic drinks in nightclubs, February 2013
- Figure 85: Usage of alcoholic drinks in home, by highest frequency of drinking alcoholic drinks in bars and pubs, February 2013
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- Figure 86: Usage of alcoholic drinks in home, by other frequencies of drinking alcoholic drinks in bars and pubs, February 2013
- Figure 87: Usage of alcoholic drinks in home, by highest frequency of drinking alcoholic drinks in home, February 2013
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- Figure 88: Usage of alcoholic drinks in home, by other frequencies of drinking alcoholic drinks in home, February 2013
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Appendix – Out-of-home Usage of Alcoholic Drinks by Type
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- Figure 89: Usage of alcoholic drinks out of home, by type, February 2013
- Figure 90: Usage of most popular alcoholic drinks out of home, by demographics, February 2013
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- Figure 91: Usage of other popular alcoholic drinks out of home, by demographics, February 2013
- Figure 92: Usage of alcoholic drinks out of home, by highest frequency of drinking alcoholic drinks in Chinese full-service restaurants, February 2013
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- Figure 93: Usage of alcoholic drinks out of home, by other frequencies of drinking alcoholic drinks in Chinese full-service restaurants, February 2013
- Figure 94: Usage of alcoholic drinks out of home, by highest frequency of drinking alcoholic drinks in foreign full-service restaurants, February 2013
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- Figure 95: Usage of alcoholic drinks out of home, by other frequencies of drinking alcoholic drinks in foreign full-service restaurants, February 2013
- Figure 96: Usage of alcoholic drinks out of home, by highest frequency of drinking alcoholic drinks in other Asian full-service restaurants, February 2013
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- Figure 97: Usage of alcoholic drinks out of home, by other frequencies of drinking alcoholic drinks in other Asian full-service restaurants, February 2013
- Figure 98: Usage of alcoholic drinks out of home, by highest frequency of drinking alcoholic drinks in karaoke clubs, February 2013
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- Figure 99: Usage of alcoholic drinks out of home, by other frequencies of drinking alcoholic drinks in karaoke clubs, February 2013
- Figure 100: Usage of alcoholic drinks out of home, by highest frequency of drinking alcoholic drinks in nightclubs, February 2013
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- Figure 101: Usage of alcoholic drinks out of home, by other frequencies of drinking alcoholic drinks in nightclubs, February 2013
- Figure 102: Usage of alcoholic drinks out of home, by highest frequency of drinking alcoholic drinks in bars and pubs, February 2013
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- Figure 103: Usage of alcoholic drinks out of home, by other frequencies of drinking alcoholic drinks in bars and pubs, February 2013
- Figure 104: Usage of alcoholic drinks out of home, by highest frequency of drinking alcoholic drinks in home, February 2013
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- Figure 105: Usage of alcoholic drinks out of home, by other frequencies of drinking alcoholic drinks in home, February 2013
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Appendix – Frequency of Drinking Alcoholic Drinks by Location
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- Figure 106: Highest frequencies of drinking alcoholic drinks, by location, February 2013
- Figure 107: Other frequencies of drinking alcoholic drinks, by location, February 2013
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- Figure 108: Highest frequencies of drinking alcoholic drinks in Chinese full-service restaurants, by demographics, February 2013
- Figure 109: Other frequencies of drinking alcoholic drinks in Chinese full-service restaurants, by demographics, February 2013
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- Figure 110: Highest frequencies of drinking alcoholic drinks in foreign full-service restaurants, by demographics, February 2013
- Figure 111: Other frequencies of drinking alcoholic drinks in foreign full-service restaurants, by demographics, February 2013
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- Figure 112: Highest frequencies of drinking alcoholic drinks in other Asian full-service restaurants, by demographics, February 2013
- Figure 113: Other frequencies of drinking alcoholic drinks in other Asian full-service restaurants, by demographics, February 2013
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- Figure 114: Highest frequencies of drinking alcoholic drinks in karaoke clubs, by demographics, February 2013
- Figure 115: Other frequencies of drinking alcoholic drinks in karaoke clubs, by demographics, February 2013
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- Figure 116: Highest frequencies of drinking alcoholic drinks in nightclubs, by demographics, February 2013
- Figure 117: Other frequencies of drinking alcoholic drinks in nightclubs, by demographics, February 2013
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- Figure 118: Highest frequencies of drinking alcoholic drinks in bars and pubs, by demographics, February 2013
- Figure 119: Other frequencies of drinking alcoholic drinks in bars and pubs, by demographics, February 2013
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- Figure 120: Highest frequencies of drinking alcoholic drinks at home, by demographics, February 2013
- Figure 121: Other frequencies of drinking alcoholic drinks at home, by demographics, February 2013
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Appendix – Attitudes Towards Drinking Out of Home
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- Figure 122: Attitudes towards drinking out of home, February 2013
- Figure 123: Attitudes towards drinking out of home, by demographics, February 2013
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- Figure 124: Attitudes towards drinking out of home, by demographics, February 2013 (continued)
- Figure 125: Attitudes towards drinking out of home, by highest frequencies of drinking alcoholic drinks in Chinese full-service restaurants, February 2013
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- Figure 126: Attitudes towards drinking out of home, by other frequencies of drinking alcoholic drinks in Chinese full-service restaurants, February 2013
- Figure 127: Attitudes towards drinking out of home, by highest frequencies of drinking alcoholic drinks in foreign full-service restaurants, February 2013
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- Figure 128: Attitudes towards drinking out of home, by other frequencies of drinking alcoholic drinks in foreign full-service restaurants, February 2013
- Figure 129: Attitudes towards drinking out of home, by highest frequencies of drinking alcoholic drinks in other Asian full-service restaurants, February 2013
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- Figure 130: Attitudes towards drinking out of home, by other frequencies of drinking alcoholic drinks in other Asian full-service restaurants, February 2013
- Figure 131: Attitudes towards drinking out of home, by highest frequencies of drinking alcoholic drinks in karaoke clubs, February 2013
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- Figure 132: Attitudes towards drinking out of home, by other frequencies of drinking alcoholic drinks in karaoke clubs, February 2013
- Figure 133: Attitudes towards drinking out of home, by highest frequencies of drinking alcoholic drinks in nightclubs, February 2013
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- Figure 134: Attitudes towards drinking out of home, by other frequencies of drinking alcoholic drinks in nightclubs, February 2013
- Figure 135: Attitudes towards drinking out of home, by highest frequencies of drinking alcoholic drinks in bars and pubs, February 2013
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- Figure 136: Attitudes towards drinking out of home, by other frequencies of drinking alcoholic drinks in bars and pubs, February 2013
- Figure 137: Attitudes towards drinking out of home, by highest frequencies of drinking alcoholic drinks at home, February 2013
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- Figure 138: Attitudes towards drinking out of home, by other frequencies of drinking alcoholic drinks at home, February 2013
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Appendix – Out-of-Home Drinking Occasions
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- Figure 139: Occasions that consumers drink out of home, February 2013
- Figure 140: Most popular occasions that consumers drink out of home, by demographics, February 2013
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- Figure 141: Next most popular occasions that consumers drink out of home, by demographics, February 2013
- Figure 142: Occasions that consumers drink out of home, by highest frequencies of drinking alcoholic drinks in Chinese full-service restaurants, February 2013
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- Figure 143: Occasions that consumers drink out of home, by highest frequencies of drinking alcoholic drinks in Foreign full-service restaurants, February 2013
- Figure 144: Occasions that consumers drink out of home, by highest frequencies of drinking alcoholic drinks in other Asian full-service restaurants, February 2013
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- Figure 145: Occasions that consumers drink out of home, by highest frequencies of drinking alcoholic drinks in karaoke clubs, February 2013
- Figure 146: Occasions that consumers drink out of home, by highest frequencies of drinking alcoholic drinks in nightclubs, February 2013
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- Figure 147: Occasions that consumers drink out of home, by highest frequencies of drinking alcoholic drinks in bars and pubs, February 2013
- Figure 148: Occasions that consumers drink out of home, by highest frequencies of drinking alcoholic drinks in home, February 2013
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Appendix – Further Attitudes Towards Drinking Out of Home
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- Figure 149: Further attitudes towards drinking out of home, February 2013
- Figure 150: Further attitudes towards drinking out of home, by demographics, February 2013
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- Figure 151: Further attitudes towards drinking out of home, by demographics, February 2013 (continued)
- Figure 152: Further attitudes towards drinking out of home, by highest frequencies of drinking alcoholic drinks in Chinese full-service restaurants, February 2013
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- Figure 153: Further attitudes towards drinking out of home, by other frequencies of drinking alcoholic drinks in Chinese full-service restaurants, February 2013
- Figure 154: Further attitudes towards drinking out of home, by highest frequencies of drinking alcoholic drinks in foreign full-service restaurants, February 2013
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- Figure 155: Further attitudes towards drinking out of home, by other frequencies of drinking alcoholic drinks in foreign full-service restaurants, February 2013
- Figure 156: Further attitudes towards drinking out of home, by highest frequencies of drinking alcoholic drinks in other Asian full-service restaurants, February 2013
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- Figure 157: Further attitudes towards drinking out of home, by other frequencies of drinking alcoholic drinks in other Asian full-service restaurants, February 2013
- Figure 158: Further attitudes towards drinking out of home, by highest frequencies of drinking alcoholic drinks in karaoke clubs, February 2013
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- Figure 159: Further attitudes towards drinking out of home, by other frequencies of drinking alcoholic drinks in karaoke clubs, February 2013
- Figure 160: Further attitudes towards drinking out of home, by highest frequencies of drinking alcoholic drinks in nightclubs, February 2013
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- Figure 161: Further attitudes towards drinking out of home, by other frequencies of drinking alcoholic drinks in nightclubs, February 2013
- Figure 162: Further attitudes towards drinking out of home, by highest frequencies of drinking alcoholic drinks in bars and clubs, February 2013
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- Figure 163: Further attitudes towards drinking out of home, by other frequencies of drinking alcoholic drinks in bars and clubs, February 2013
- Figure 164: Further attitudes towards drinking out of home, by highest frequencies of drinking alcoholic drinks at home, February 2013
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- Figure 165: Further attitudes towards drinking out of home, by other frequencies of drinking alcoholic drinks at home, February 2013
- Figure 166: Further attitudes towards drinking out of home, February 2013
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- Figure 167: Further attitudes towards drinking out of home, by demographics, February 2013
- Figure 168: Further attitudes towards drinking out of home, by demographics, February 2013 (continued)
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- Figure 169: Further attitudes towards drinking out of home, by highest frequencies of drinking alcoholic drinks in Chinese full-service restaurants, February 2013
- Figure 170: Further attitudes towards drinking out of home, by highest frequencies of drinking alcoholic drinks in foreign full-service restaurants, February 2013
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- Figure 171: Further attitudes towards drinking out of home, by highest frequencies of drinking alcoholic drinks in other Asian full-service restaurants, February 2013
- Figure 172: Further attitudes towards drinking out of home, by highest frequencies of drinking alcoholic drinks in karaoke clubs, February 2013
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- Figure 173: Further attitudes towards drinking out of home, by highest frequencies of drinking alcoholic drinks in nightclubs, February 2013
- Figure 174: Further attitudes towards drinking out of home, by highest frequencies of drinking alcoholic drinks in bars and pubs, February 2013
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- Figure 175: Further attitudes towards drinking out of home, by highest frequencies of drinking alcoholic drinks at home, February 2013
- Figure 176: Further attitudes towards drinking out of home, by types of alcoholic drinks used in home, February 2013
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- Figure 177: Further attitudes towards drinking out of home, by types of alcoholic drinks used out of home, February 2013
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