Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Executive Summary
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- A flat market in search of fizz
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- Figure 1: Total US dollar sales and fan chart forecast of beer, at current prices, 2008-18
- Figure 2: Total US unit sales and fan chart forecast of beer, in millions of 2.25-gallon cases, at current prices, 2008-18
- Demographics drive sales
- Domestic volume sales far outweigh imported volume sales
- Off-premise accounts for 76% of volume sales
- Key players
- The consumer
- Respondents more likely to report drinking wine or spirits than beer
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- Figure 3: Any consumption, alcoholic beverages, September 2013
- Consumers looking for mid-tier prices, light beer, standard alcohol content
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- Figure 4: Attributes influencing beer choices, September 2013
- Respondents are very likely to drink different alcoholic drinks on different occasions
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- Figure 5: Agreement with attitudes and behaviors toward beer, hard cider, and malt liquor, September 2013
- What we think
Issues and Insights
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- Can beer brands win over young drinkers opting for wine and liquor?
- The issues
- Insights: Take marketing cues from the competition
- How can premium brands capture the momentum of craft brands?
- Issues
- Insights: Go with small-batch, special occasions and new flavors
- Is the craft beer segment a bubble headed for a pop?
- Issues
- Insights: Focus on quality, a shake-out is coming
Trend Applications
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- Trend: Many Mes
- Trend: Prove It
- Mintel Futures: Human
Market Size and Forecast
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- Key points
- Small gains in 2012 and 2013 after declines between 2008 and 2011
- Volume sales forecast to grow slowly into 2018
- Volume sales and forecast of beer
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- Figure 6: Total US volume sales and forecast of beer, 2008-18
- Sales and forecast of beer
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- Figure 7: Total US sales and forecast of beer, at current prices, 2008-18
- Figure 8: Total US sales and forecast of beer, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 9: Total US unit sales and fan chart forecast of beer, in millions of 2.25-gallon cases, at current prices, 2008-18
- Figure 10: Total US dollar sales and fan chart forecast of beer, at current prices, 2008-18
Market Drivers
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- Key points
- Respondents aged 22-54 most apt to drink beer
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- Figure 11: Adult consumption of light/low-calorie, imported, or domestic beer, by age, May 2012-June 2013
- Men remain the primary target for advertisers
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- Figure 12: Adult consumption of light/low-calorie, imported, or domestic beer, by gender, May 2012-June 2013
- Racial demographics drive sales of specific segments
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- Figure 13: Adult consumption of light/low-calorie, imported, or domestic beer, by race/Hispanic origin, May 2012-June 2013
- Higher household income means higher consumption
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- Figure 14: Adult consumption of light/low-calorie, imported, or domestic beer, by household income, May 2012-June 2013
- High calorie count, unhealthy halo cause many to scale back consumption
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- Figure 15: Reasons for drinking less beer, hard cider, or malt liquor, September 2013
Competitive Context
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- Wine and spirits markets keep pace with beer market
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- Figure 16: Reasons for drinking less beer, hard cider, or malt liquor, September 2013
- Innovations in wine packaging and marketing
- Spirits brands employ hybrid products to appeal to cross-category drinkers
Segment Performance
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- Key points
- Domestic far outsells imported, but grows more slowly
- Imported beers capitalize on demand for premium, prestige brands
- Domestic set to increase 0.5% in 2014; imported will grow by 1.4%
- Volume sales of beer, by segment
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- Figure 17: US volume sales of beer, segmented by type, 2008-18
Segment Performance – Domestic Beer
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- Key points
- Domestic volume sales grow fractionally in 2013
- Volume sales and forecast of domestic beer
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- Figure 18: Total US volume sales and forecast of domestic beer, 2008-18
- Light beer leads domestic segments by volume
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- Figure 19: Total US volume sales of domestic beer, by type, 2008-13
- Light beer has highest consumption frequency; malt liquor has lowest
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- Figure 20: Adult volume consumption of light or low-calorie beer, May 2012-June 2013
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- Figure 21: Adult volume consumption of regular domestic beer, May 2012-June 2013
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- Figure 22: Adult volume consumption of microbrewed beer, by gender, May 2012-June 2013
- Figure 23: Adult volume consumption of malt liquor, May 2012-June 2013
- Craft beer/microbrew consumption frequency increases
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- Figure 24: Adult volume consumption of microbrewed beer, April 2008-June 2013
Segment Performance – Imported Beer
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- Key points
- Slight volume sales gains as consumers look for wider selection
- Volume sales and forecast of imported beer
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- Figure 25: Total US volume sales and forecast of imported beer, 2008-18
Retail Channels
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- Key points
- Off-premise comprises three quarters share
- Retail focus: craft beer
- On-premise outpaced by off-premise
- Volume sales of beer, by channel
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- Figure 26: US volume sales of beer, by channel, 2008-13
- Imported beer has most menu incidence, domestic close behind
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- Figure 27: Top menu items of beer, Q3 2012-Q3 2013
- Domestic beer menu incidence jumps at quick serves and fast casuals
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- Figure 28: Domestic beer growth, by restaurant segment, Q3 2012-Q3 2013
Leading Companies
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- Key points
- Bud Light leads the entire market but drops 1.4% in volume sales
- Coors Light improves volume sales by 2% in 2012
- Corona Extra tops imported brands by volume sales
- Top 20 beer brands by volume sales
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- Figure 29: Top 20 beer brands, 2011-12
Brand Share – Domestic Beer
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- Key points
- Premium, craft-style brands gain big
- PBR rides a wave of retro nostalgia
- Top 20 domestic beer brands by volume sales
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- Figure 30: Top 20 domestic beer brands, 2011-12
Brand Share – Imported Beer
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- Key points
- Modelo Especial, Dos Equis, Stella Artois register highest volume growth
- Newcastle Brown Ale increases 7.9% with No Bollocks campaign
- Top 11 imported beer brands by volume sales
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- Figure 31: Top 11 imported beer brands, 2011-12
Innovations and Innovators
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- Seasonal, limited-edition, premium product claims grow rapidly
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- Figure 32: Top 10 beer product claims, 2008-13
- Seasonal brews
- Special-edition releases
- Flavored brews add spice to the market
Marketing Strategies
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- Overview of the brand landscape
- Overview
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- Figure 33: Beer advertising expenditures by media, 2011-12
- Figure 34: Advertising expenditures by top 10 beer brands, 2011-12
- The impact of digital presence
- Theme: Sports fans love beer
- TV spots: Bud Light
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- Figure 35: Bud Light television ad, 2013
- Figure 36: Bud Light television ad, 2013
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- Figure 37: Bud Light television ad, 2013
- Theme: The life of the party
- TV spots: Miller Lite
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- Figure 38: Miller Lite television ad, 2013
- Figure 39: Miller Lite television ad, 2013
- TV spot: Bud Light Platinum
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- Figure 40: Bud Light Platinum television ad, 2013
- Theme: Celebrity spokespersons
- TV spots: Coors Light
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- Figure 41: Coors Light television ad, 2013
- Figure 42: Coors Light television ad, 2013
- TV spot: Budweiser
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- Figure 43: Budweiser television ad, 2012
Changes in Alcoholic Beverage Consumption
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- Key points
- Respondents likely to be drinking more wine and spirits than beer
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- Figure 44: Changes in alcoholic beverage consumption, September 2013
- Men more likely to drink beer, wine, and spirits
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- Figure 45: Any consumption of alcoholic beverages, by gender, September 2013
- 22-34s report much more likelihood to drink than older respondents
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- Figure 46: Any consumption of alcoholic beverages, by age, September 2013
- Less than $50K report lowest consumption
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- Figure 47: Any consumption of alcoholic beverages, by household income, September 2013
- Beer drinkers predisposed to also drink wine, spirits
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- Figure 48: Any consumption of alcoholic beverages, by any consumption of alcoholic beverages, September 2013
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- Figure 49: Any consumption of alcoholic beverages, by any consumption of alcoholic beverages, September 2013
Reasons for Drinking Less Beer, Hard Cider, Malt Liquor
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- Key points
- Calories, price, drinking wine/liquor contribute to less beer consumption
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- Figure 50: Reasons for drinking less beer, hard cider, or malt liquor, September 2013
- Women most apt to cite drinking wine instead
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- Figure 51: Drinking less domestic and imported beer, by gender, September 2013
- Less than $75K drinking less imported beer because it is too expensive
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- Figure 52: Drinking less imported beer, by household income, September 2013
Attributes Influencing Beer and/or Malt Liquor Choices – Promotions, Types, Brand Awareness
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- Key points
- Low price important for all beer types
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- Figure 53: Attributes influencing selection of beer and/or malt liquor choices, September 2013
- 22-34s most likely to look for low-priced domestic beer
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- Figure 54: Attributes influencing selection of domestic beer, by age, September 2013
- 22-34s look to happy hours to influence their selection of imported beer
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- Figure 55: Attributes influencing selection of imported beer, by age, September 2013
- Imported beer style matters most to $50K+
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- Figure 56: Attributes influencing selection of imported beer, by household income, September 2013
- $150K+ most likely to say beer style important when selecting craft beer
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- Figure 57: Attributes influencing selection of craft beer, by household income, September 2013
Attributes Influencing Beer Choices – Alcohol Content, Calorie Content, Price Level
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- Key points
- Roughly four in 10 look for light beer; women most
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- Figure 58: Attributes influencing beer choices, by gender, September 2013
- Seniors most apt to choose light beer
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- Figure 59: Attributes influencing beer choices, by age, September 2013
- $150K+ most apt to select regular, standard alcohol content
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- Figure 60: Attributes influencing beer choices, by household income, September 2013
Attitudes and Behaviors Toward Beer, Hard Cider, and Malt Liquor
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- Key points
- More than six in 10 use different types of alcohol for different occasions
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- Figure 61: Attitudes and behaviors toward beer, hard cider, and malt liquor, September 2013
- Women more apt to go for variety based on drinking occasion
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- Figure 62: Agreement with attitudes and behaviors toward beer, hard cider, and malt liquor, by gender, September 2013
- 22-34s most likely to try new alcoholic drinks
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- Figure 63: Agreement with attitudes and behaviors toward beer, hard cider, and malt liquor, by age, September 2013
- $150K+ most likely to enjoy different drinks for different occasions
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- Figure 64: Agreement with attitudes and behaviors toward beer, hard cider, and malt liquor, by household income, September 2013
Race and Hispanic Origin
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- Key points
- Hispanics report highest overall consumption of liquor, wine, beer
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- Figure 65: Any consumption of alcoholic beverages, by race/Hispanic origin, September 2013
- Hispanics most likely to look for coupons for domestic beer
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- Figure 66: Attributes influencing selection of domestic beer, by Hispanic origin, September 2013
- Hispanics say happy hours, variety packs are important when choosing imported beer
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- Figure 67: Attributes influencing selection of imported beer, by Hispanic origin, September 2013
- Hispanics less likely than non-Hispanics to express opinions about craft beer
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- Figure 68: Attributes influencing selection of craft beer, by Hispanic origin, September 2013
- Hispanics most likely to drink different beverages per occasion
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- Figure 69: Agreement with attitudes and behaviors toward beer, hard cider, and malt liquor, by race/Hispanic origin, September 2013
Appendix – Market Drivers
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- Consumer confidence
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- Figure 70: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 71: US unemployment rate, by month, 2002-13
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- Figure 72: US unemployment and underemployment rates, 2007-13
- Figure 73: Number of employed civilians in US, in thousands, 2007-13
- Food cost pressures
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- Figure 74: Changes in USDA Food Price Indexes, 2011-14
- Obesity
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- Figure 75: American adults, by weight category as determined by body mass index (BMI), 2008-October 28, 2013
- Childhood and teen obesity—highest in decades
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- Figure 76: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Racial, ethnic population growth
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- Figure 77: US population, by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 78: Households with children, by race and Hispanic origin of householder, 2012
- Shifting US demographics
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- Figure 79: US population, by age, 2008-18
- Figure 80: US households, by presence of own children, 2002-12
Appendix – Other Useful Consumer Tables
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- Changes in alcoholic beverage consumption
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- Figure 81: Any consumption of alcoholic beverages, by gender and age, September 2013
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- Figure 82: Any consumption of alcoholic beverages, by presence of children in household, September 2013
- Reasons for drinking less beer, hard cider, or malt liquor
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- Figure 83: Drinking less imported beer, September 2013
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- Figure 84: Drinking less domestic and imported beer, by age, September 2013
- Attributes influencing beer and/or malt liquor choices: promotions, types, brand awareness
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- Figure 85: Attributes influencing selection of domestic beer, by gender, September 2013
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- Figure 86: Attributes influencing selection of domestic beer, by household income, September 2013
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- Figure 87: Attributes influencing selection of imported beer, by gender, September 2013
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- Figure 88: Attributes influencing selection of craft beer, by gender, September 2013
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- Figure 89: Attributes influencing selection of craft beer, by age, September 2013
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- Figure 90: Attributes influencing selection of malt liquor, by gender, September 2013
- Attitudes and behaviors toward beer, hard cider, and malt liquor
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- Figure 91: Agreement with attitudes and behaviors toward beer, hard cider, and malt liquor, by presence of children in household, September 2013
- Race and Hispanic origin
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- Figure 92: Drinking less domestic beer, by Hispanic origin, September 2013
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- Figure 93: Attributes influencing beer choices, by race/Hispanic origin, September 2013
- Reasons for drinking hard cider
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- Figure 94: Reasons for drinking hard cider, by gender, September 2013
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- Figure 95: Reasons for drinking hard cider, by age, September 2013
Appendix – Trade Associations
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