Table of Contents
Introduction
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- Definition
- Methodology
Executive Summary
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- The market
- Companies and brands
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- Figure 1: Volume and value company shares for 2014
- The consumer
- Penetration of different types of beer
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- Figure 2: Penetration of different types of beer, June 2015
- Reasons for not drinking international beer
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- Figure 3: Reasons for not drinking international beer, June 2015
- Penetration of leading brands in the beer market
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- Figure 4: Penetration of leading brands in the beer market, Jun 2015
- Attitudes towards beer
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- Figure 5: General attitudes towards beer, June 2015
- Attitudes towards innovation concepts in the beer market
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- Figure 6: Attitudes towards innovation concepts in the beer market, June 2015
- Change in buying behaviour and purchasing channels
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- Figure 7: Change in buying behaviour in various purchase channels, June 2015
- Segmentation – Cluster analysis
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- Figure 8: Target groups of beer drinkers, June 2015
Issues and Insights
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- Brands are adopting a strategy of premiumisation despite economic turbulence
- The facts
- The implications
- Tier two and three cities have poor access to foreign beer
- The facts
- The implications
- There are differences in the way Chinese and Western consumers think about beer and what temperature it should be served at
- The facts
- The implications
The Market – What You Need to Know
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- The market is slowing down
- Premiumisation has led to growth in terms of value
- The market is consolidating
Market Size and Forecast
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- Figure 9: Value and volume sales for beer in China, 2010-20
- Figure 10: Best- and worst-case forecast of beer sales in China, by volume, 2010-20
- Figure 11: Best- and worst-case forecast of beer sales in China, by value, 2010-20
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- Figure 12: Best- and worst-case forecast of premium beer sales in China, by value, 2010-20
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Market Drivers
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- Urbanisation
- Premiumisation is set to continue
- China’s ageing population will affect beer negatively
- Ingredient prices are falling but brands may have to choose higher quality
Market Segmentation
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- Premium segment
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- Figure 13: Premium beer segment, by value and volume, 2011-14
- Standard segment
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- Figure 14: Standard beer segment, by value and volume, 2011-14
- Light/low-alcohol segment
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- Figure 15: Light/low alcohol beer segment, by value and volume, 2011-14
Key Players – What You Need to Know
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- Carlsberg Group has adapted to the market and premiumised well
- AB-InBev & SAB Miller merger
- Harbin beer is a marketing master
Who’s Innovating?
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- Kirin
- Blue Ribbon
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- Figure 16: Blue Ribbon World War Two commemorative can, May 2015
- ReBERG
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- Figure 17: ReBERG Heey 2 mango beer, August 2015
- Tuborg
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- Figure 18: Tuborg multi-pack, May 2015
The Consumer – What You Need to Know
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- There is an interest in, but lack of knowledge about, international beer brands
- Beer with health functions is the most desired market innovation
- Online shopping is on the rise and has the potential to offer beer companies, especially international ones, great opportunities
Penetration of Beer
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- Figure 19: Penetration of different types of beer, June 2015
- Figure 20: Consumers who drank both domestic and international beer over the last 12 months, by selected demographics, June 2015
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- Figure 21: Consumers who have drunk only domestic beer in the last 12 months, by gender and age, June 2015
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Reasons for not Drinking International Beer
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- Figure 22: Reasons for not drinking international beer, June 2015
- Knowledge barrier
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- Figure 23: Consumers who agree they are not knowledgeable about international beer, by gender and age, June 2015
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- Figure 24: Budweiser premium bottle design, September 2015
- The taste and price barrier
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- Figure 25: Carlsberg Chill can, November 2015
- Figure 26: Budweiser Year of the Ram limited edition can, November 2015
- Peer pressure
- Accessibility
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- Figure 27: Consumers who agree with the statement “international beer is not available at food service/entertainment venues around me”, by selected tier one, two and three cities, June 2015
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Penetration of Leading Brands in the Beer Market
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- Figure 28: Penetration of leading brands in the beer market, June 2015
- Figure 29: Most popular choice of beer in Shanghai, June 2015
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- Figure 30: Most popular choice of beer in Qingdao, June 2015
- Figure 31: Respondents who drink Snow beer, by monthly personal income, June 2015
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- Figure 32: Respondents’ interest in Heineken beer, by monthly personal income, June 2015
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Attitudes towards Beer
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- Figure 33: General attitudes towards beer, June 2015
- Relaxation
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- Figure 34: Agreement with statement “drinking beer can help me to relax”, by gender and age, June 2015
- Temperature
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- Figure 35: Agreement with statement “I only drink beer cold”, by age, June 2015
- Taste and ingredients
- Hops
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- Figure 36: Agreement with statement “Hops used in beer determine its quality”, by level of education, June 2015
- Thirst-quenching and food pairing
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- Figure 37: Interest in “beer with food pairing suggestion brochure”, by age and gender, June 2015
- Image enhancer
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- Figure 38: Agreement with statement “less popular types of beer (eg ale, stout) can reflect good taste”, by monthly personal income, June 2015
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Attitudes towards Innovation Concepts in the Beer Market
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- Figure 39: Attitudes towards innovation concepts in the beer market, June 2015
- Health benefits
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- Figure 40: Interest in “beer with health functions”, by age and gender, June 2015
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- Figure 41: Interest in “beer with health functions”, by selected demographics, June 2015
- Beauty benefits
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- Figure 42: Interest in “beer with beauty functions” by age and gender, June 2015
- Craft beer
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- Figure 43: Interest in “craft beer from small breweries”, by selected demographics, June 2015
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- Figure 44: Interest in “craft beer from small breweries” by city, June 2015
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- Figure 45: Interest in “craft beer from small breweries”, by level of education, June 2015
- Seasonal
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- Figure 46: Interest in “beer specially designed for different seasons”, by selected demographics, June 2015
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Changes in Buying Behaviour and Purchasing Channels
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- Figure 47: Changes in buying behaviour in various purchase channels, June 2015
- Comprehensive and specialised shopping websites
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- Figure 48: Increase in use of general online retail sites, by age, June 2015
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- Figure 49: Increase in use of specialist online retail sites, by age, June 2015
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- Figure 50: Fluctuations in usage of general online retail sites, by monthly personal income, June 2015
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- Figure 51: Fluctuations in usage of specialist online retail sites, by monthly personal income, June 2015
- Figure 52: Cities with greatest increase in usage of general shopping websites, June 2015
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- Figure 53: Cities with greatest increase in usage of specialist shopping websites, June 2015
- On-trade locations
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- Figure 54: Fluctuations in buying beer at in karaoke bars, nightclubs and pubs & bars, June 2015
- Figure 55: Decrease in beer sales at nightclubs, by monthly personal income, June 2015
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Segmentation
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- Cluster analysis
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- Figure 56: Target groups of beer drinkers, June 2015
- Unambitious (17%)
- Conservatives (21%)
- Enthusiasts (19%)
- Disengaged (27%)
- Unsatisfied (16%)
Mintropolitans
Appendix – Methodology and Definitions
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- Mintropolitans
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