Table of Contents
Introduction
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- Methodology
- Limitation
- Definition
- Inclusions
- Exclusions
Executive Summary
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- Premiumisation becomes the main theme for future development
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- Figure 1: Best and worst-case forecast of China retail value sales of beer, by value, 2009-19
- Five consumer groups identified
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- Figure 2: Target groups of beer drinkers, September 2014
- Beer enjoys a high level of penetration
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- Figure 3: Penetration of beer, September 2014
- Having a meal with friends and family is the key at-home occasion
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- Figure 4: At-home drinking occasions, September 2014
- Eating out remains the key out-of-home drinking occasion
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- Figure 5: Occasions for drinking beer out of home, September 2014
- Brands plays a key role in the beer industry
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- Figure 6: Beer purchase decision-making process, September 2014
- Ingredient quality plays a key role in defining premium products
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- Figure 7: Attitudes towards premium beer, September 2014
- Female segment shows potential
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- Figure 8: Attitudes towards product and packaging innovation
Issues and Insights
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- How to target female consumers in the beer market?
- The facts
- The implications
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- Figure 9: Beer Spritzer from Asahi launched in Japan, Q4 2014
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- Figure 10: Sugar-free beer with minerals from Asahi Japan, Q4 2014
- Figure 11: Beer for Japanese food, Suntory, Q2 2014
- How to tap into the growing premium segment
- The facts
- The implications
- How to differentiate a product using revitalised claims of limited edition?
- The facts
- The implications
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- Figure 12: Winter limited edition beer from Sapporo launched in Japan, Q4 2014
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- Figure 13: Beck’s Sapphire, Q1 2013
- Is craft beer ready to move into the mainstream market?
- The facts
- The implications
- What it means
Trend Application
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- Guiding Choice
- The Unfairer Sex
- Locavore
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- Figure 14: Fully domestic beer from Sapporo Breweries in Japan, Q2 2014
Market Drivers
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- Wine and spirits’ loss is beer’s gain
- Moving from quantity to quality
- Urbanisation drives up consumers’ level of sophistication
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- Figure 15: Urbanisation in China, 2000-13
- Figure 16: Urban per capita household consumption in cash, 2005-13
- Aging population curbs the quantity-driven growth
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- Figure 17: Aging population in China, 2002-13
- Low alcohol tolerance paves ways for lighter beer
- The falling prices of ingredients likely to boost profitability
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- Figure 18: Average prices of barley, 2009-14
Market Size and Forecast
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- Key points
- Growth in the beer market is slowing
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- Figure 19: Value and volume retail sales for beer in China, 2009-19
- Premiumisation becomes the main theme for future development
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- Figure 20: Best and worst-case forecast of China retail value sales of beer, by value, 2009-19
- Figure 21: Best- and worst-case forecast of China retail sales of beer, by volume, 2009-19
- Forecast methodology
Market Share
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- Key points
- Large vs small and global vs local
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- Figure 22: Market share of leading brands in the beer retail market, by value, 2011-13
- Figure 23: Market share of leading brands in the beer retail market, by volume, 2011-13
Who’s Innovating?
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- Key points
- Hop, malt and rice become more appealing as ingredients to highlight
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- Figure 24: Ingredients claims made by beer brands in China, 2009-13
- Aluminium is becoming increasingly popular
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- Figure 25: Package material used in new beer products launched in China, 2009-13
- Package size shows a polarised development
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- Figure 26: Package size of new products launched in China, 2009-13
- Beer with exotic flavours brings new hope to extend the user base
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- Figure 27: Flavoured beer launched in China, 2013-14
- NBeer pub and its 200 beer selections around globe
Brands and Companies
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- China Resources Enterprise
- Tsingtao Brewery
- AB InBev
The Consumer – Segmentation
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- Key points
- Five consumer groups identified
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- Figure 28: Target groups of beer drinkers, September 2014
- Conventionalists
- Who they are
- What they think
- When and where they drink
- What they like to drink
- What factors they believe are associated with premium image
- What types of product innovation interest them
- How to reach them (marketing implications)
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- Figure 29: Marketing campaign from Red Star, Q3 2014
- Social Animals
- Who they are
- What they think
- When and where they drink
- What they like to drink
- What factors they believe are associated with premium image
- What types of product innovation interest them
- How to reach them (marketing implications)
- Sophisticated
- Who they are
- What they think
- When and where they drink
- What they like to drink
- What factors they believe are associated with premium image
- What types of product innovation interest them
- How to reach them (marketing implications)
- Know-it-all
- Who they are
- What they think
- When and where they drink
- What they like to drink at home
- What they like to drink out of home
- What factors they believe are associated with premium image
- What types of product innovation interest them
- How to reach them (marketing implications)
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- Figure 30: Winter limited edition beer from Sapporo Breweries in Japan, Q3 2014
The Consumer – Penetration of Beer
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- Key points
- Beer enjoys a high level of penetration
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- Figure 31: Penetration of beer, September 2014
- Domestic beer remains the dominating force but not without challenges
- Young people in lower tier cities are more likely to drink domestic beer
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- Figure 32: Drinkers of domestic beers, by selected demographics, September 2014
- International brands are more popular among high earners in tier one cities
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- Figure 33: The penetration of international brands in beer market, by selected demographics, September 2014
The Consumer – At-Home Drinking Occasions
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- Key points
- Having a meal with friends and family is the key at-home occasion
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- Figure 34: At-home drinking occasions, September 2014
- Solo drinking occasions show potential for premiumisation
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- Figure 35: Drinking occasions by household monthly income, September 2014
The Consumer – Out-of-Home Drinking Occasions
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- Key points
- Eating out remains the key out-of-home drinking occasion
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- Figure 36: Occasions for drinking beer out of home, September 2014
- Pubs and clubs attract the most affluent consumers
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- Figure 37: Selected out-of-home drinking occasions by personal monthly income, September 2014
- Domestic brands still dominating eating out occasions
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- Figure 38: Selected out-of-home drinking occasions, by type of drinkers, September 2014
- Men in their thirties are more likely to represent repertoire behaviour
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- Figure 39: Repertoire behaviour for consumers who drank beer on more than four out-of-home occasions, September 2014
The Consumer – Decision-Making Process of Beer Drinkers
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- Key points
- Brands plays a key role in the beer industry
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- Figure 40: Beer decision-making process, September 2014
- Word of mouth remains a powerful information channel
- On-trade channels enjoy high level of willingness to trade up
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- Figure 41: Selected decision making behaviour, by drinking occasions, September 2014
- Mid-level earners are more likely to be under the influence of their peers
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- Figure 42: Agreement with the statement ‘I prefer to buy beer products recommended by people around me’, by personal monthly income, September 2014
- Men from affluent families in their twenties are more likely to decide which beer to buy
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- Figure 43: Agreement with the statement ‘I am the one who decides which beer to buy’, by selected demographics, September 2014
- Promotion is not just for cheap products
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- Figure 44: The agreement with the statement ‘I prefer to buy the beer product which is on promotion’, September 2014
- Domestic beer drinkers love local beers
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- Figure 45: Agreement with selected statements, by user type, September 2014
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- Figure 46: Fully domestic beer from Sapporo Breweries in Japan, Q2 2014
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- Figure 47: Attitudes towards high quality ingredients in premium beer segment, by types of drinkers, September 2014
The Consumer – Attitudes towards Premium Brands
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- Key points
- Ingredient quality plays a key role in defining premium products
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- Figure 48: Attitudes towards premium beer, September 2014
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- Figure 49: Beer products launched in 2014 with highlights of their original wort concentration level
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- Figure 50: Premium beer brands using ingredient claims to stand out, Q4 2014
- Brands have huge impact in the premium segment
- Taste is only listed as the fifth most important attribute
- Shanghai’s thirst for imported beer remains high
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- Figure 51: Attitudes towards the attribute ‘imported directly from overseas’, by city, September 2014
- Unique taste works better with exclusive drinkers of international brands of beer
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- Figure 52: Attitude towards the attribute ‘unique taste’ in premium segment, by drinker type, September 2014
- Limited edition is more appealing in lower tier cities
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- Figure 53: Attitude towards selected attribute associated with premium beer, by city tier, September 2014
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- Figure 54: Winter limited edition beer from Sapporo launched in Japan, Q4 2014
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- Figure 55: Beck’s Sapphire, Q1 2013
The Consumer – Attitudes towards Product and Packaging Innovation
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- Key points
- Female segment shows potential
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- Figure 56: Attitudes towards product and packaging innovation
- Suitable products to target the female segment
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- Figure 57: Beer Spritzer from Asahi launched in Japan, Q4 2014
- Effective communication with female drinkers from the flavour aspect
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- Figure 58: The level of interest in selected information on beer labels, by gender, September 2014
- Effective communication with female drinkers from a health aspect
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- Figure 59: Sugar-free beer with minerals from Asahi Japan, Q4 2014
- Effective communication with female consumers from food pairing
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- Figure 60: Beer for Japanese food, Suntory, Q2 2014
- Premium beer shows room to grow with male segment as the driving force
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- Figure 61: Selected attitudes towards product innovation, by gender, September 2014
- Flavoured beer shows potential in the mid-range targeting domestic beer drinkers
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- Figure 62: Agreement with the statement “I am interested in trying beer with innovative flavours”, by income, September 2014
- Young consumers in their twenties shows less interests in low ABV beer
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- Figure 63: Selected attitudes toward product innovation, by age, September 2014
Appendix – Penetration of Beer
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- Figure 64: Penetration of beer, by demographics, September 2014
- Figure 65: Beer decision-making process, by penetration of beer, September 2014
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- Figure 66: Attitudes towards premium beer, by penetration of beer, September 2014
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Appendix – Beer Drinking Occasions
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- Figure 67: Beer drinking occasions – At home, by demographics, September 2014
- Figure 68: Beer drinking occasions – Out of home, by demographics, September 2014
- Repertoire analysis: Q15 code 1-5: Drinking occasions at home
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- Figure 69: Repertoire of beer drinking occasions at home, by demographics, September 2014
- Figure 70: Target groups, by repertoire of beer drinking occasions at home, September 2014
- Repertoire analysis: Q15 code 6-12: Drinking occasions at out of home
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- Figure 71: Repertoire of beer drinking occasions at out of home, by demographics, September 2014
- Figure 72: Target groups, by repertoire of beer drinking occasions at out of home, September 2014
- Repertoire analysis: Q15 code 1-12: Drinking occasions
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- Figure 73: Target groups, by repertoire of beer drinking occasions, September 2014
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Appendix – Decision-Making Process
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- Figure 74: Most popular beer decision-making process – When buying beer for drinking at home, by demographics, September 2014
- Figure 75: Next most popular beer decision-making process – When buying beer for drinking at home, by demographics, September 2014
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- Figure 76: Most popular beer decision-making process – When buying beer for drinking out of home, by demographics, September 2014
- Figure 77: Next most popular beer decision-making process – When buying beer for drinking out of home, by demographics, September 2014
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Appendix – Attitudes towards Premium Beer
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- Figure 78: Attitudes towards premium beer, September 2014
- Figure 79: Most popular attitudes towards premium beer – Rank 1, by demographics, September 2014
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- Figure 80: Next most popular attitudes towards premium beer – Rank 1, by demographics, September 2014
- Figure 81: Other attitudes towards premium beer – Rank 1, by demographics, September 2014
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- Figure 82: Most popular attitudes towards premium beer – Rank 2, by demographics, September 2014
- Figure 83: Next most popular attitudes towards premium beer – Rank 2, by demographics, September 2014
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- Figure 84: Other attitudes towards premium beer – Rank 2, by demographics, September 2014
- Figure 85: Most popular attitudes towards premium beer – Rank 3, by demographics, September 2014
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- Figure 86: Next most popular attitudes towards premium beer – Rank 3, by demographics, September 2014
- Figure 87: Other attitudes towards premium beer – Rank 3, by demographics, September 2014
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- Figure 88: Most popular attitudes towards premium beer – Rank 4, by demographics, September 2014
- Figure 89: Next most popular attitudes towards premium beer – Rank 4, by demographics, September 2014
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- Figure 90: Other attitudes towards premium beer – Rank 4, by demographics, September 2014
- Figure 91: Most popular attitudes towards premium beer – Rank 5, by demographics, September 2014
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- Figure 92: Next most popular attitudes towards premium beer – Rank 5, by demographics, September 2014
- Figure 93: Other attitudes towards premium beer – Rank 5, by demographics, September 2014
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Appendix – Attitudes towards Product and Packaging Innovation
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- Figure 94: Attitudes towards product and packaging innovation, September 2014
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- Figure 95: Most popular attitudes towards product and packaging innovation, by demographics, September 2014
- Figure 96: Next most popular attitudes towards product and packaging innovation, by demographics, September 2014
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- Figure 97: Other attitudes towards product and packaging innovation, by demographics, September 2014
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Appendix – Attitudes towards Labelling
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- Figure 98: Attitudes towards labelling, September 2014
- Figure 99: Most popular attitudes towards labelling, by demographics, September 2014
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- Figure 100: Next most popular attitudes towards labelling, by demographics, September 2014
- Figure 101: Other attitudes towards labelling, by demographics, September 2014
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Appendix – General Attitudes towards Beer
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- Figure 102: General attitudes towards beer, September 2014
- Figure 103: Agreement with the statement ‘There is no difference in taste between beers from well-known brands’, by demographics, September 2014
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- Figure 104: Agreement with the statement ‘Drinking craft beer is a way of showing my personality’, by demographics, September 2014
- Figure 105: Agreement with the statement ‘The taste of beer is more important than its brand’, by demographics, September 2014
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- Figure 106: Agreement with the statement ‘Beer products from domestic brands taste better than those from international beer brands’, by demographics, September 2014
- Figure 107: Agreement with the statement ‘Imported beer is not good value for money’, by demographics, September 2014
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- Figure 108: Agreement with the statement ‘Draft beer is healthier than other types of beer’, by demographics, September 2014
- Figure 109: Agreement with the statement ‘Quality is more important than quantity when drinking beer’, by demographics, September 2014
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- Figure 110: Agreement with the statement ‘Drinking beer from international brands can better reflect one’s social status than drinking domestic beer’, by demographics, September 2014
- Figure 111: Agreement with the statement ‘I am willing to pay more for imported craft beer’, by demographics, September 2014
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- Figure 112: Agreement with the statement ‘Good value for money is the first priority when selecting which beer to buy’, by demographics, September 2014
- Figure 113: Agreement with the statement ‘Happenings in the beer market do not interest me’, by demographics, September 2014
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- Figure 114: Agreement with the statement ‘I don’t think I am knowledgeable about beer’, by demographics, September 2014
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Appendix – Further Analysis
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- Figure 115: Target Groups, by demographics, September 2014
- Figure 116: Beer drinking occasions, by target groups, September 2014
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- Figure 117: Beer decision-making process, by target groups, September 2014
- Figure 118: Attitudes towards premium beer, by target groups, September 2014
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- Figure 119: Attitudes towards product and packaging innovation, by target groups, September 2014
- Figure 120: Attitudes towards labelling, by target groups, September 2014
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- Figure 121: General attitudes towards beer, by target groups, September 2014
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