Table of Contents
Executive Summary
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- The issues
- Canadians are drinking less beer on average
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- Figure 1: Canada volume sales of total beer market, 2011-16
- Aging population presents challenges for growth
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- Figure 2: Share of Canadians who drink beer, by age, November 2016
- Women are less likely to drink beer than men
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- Figure 3: Share of Canadians who drink beer and cider, by gender, November 2016
- The opportunities
- Canadians are embracing cider
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- Figure 4: Share of Canadian cider, November 2016
- Young Canadians prove more open to flavour exploration
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- Figure 5: Share of Canadian beer/cider drinkers who cite “unique flavours” as important when choosing a beer or cider, November 2016
- Craft beer represents a growth area in Canada’s beer market
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- Figure 6: Word associations with craft beer, November 2016
- What it means
The Market – What You Need to Know
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- Beer volume sales to stagnate based on declines in lower/no ABV offerings at retail
- Canada’s aging population likely influence beer consumption habits
- Chinese Canadians’ support beer and cider growth
Market Size and Forecast
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- Beer volume sales to stagnate based on declines in lower/no ABV offerings at retail
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- Figure 7: Canada retail value sales and fan chart forecast of beer market, at current prices, 2011-21
- Figure 8: Canada retail sales and forecast of beer market, at current prices, 2011-21
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- Figure 9: Canada retail volume sales and fan chart forecast of beer market, 2011-21
- Figure 10: Forecasted share of retail volume sales by beer type, 2016-21
Market Factors
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- Canada’s aging population likely influences beer consumption habits
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- Figure 11: Population over 65 in Canada, historical and projected (% of total), 1971-2061
- Immigration fuelling Canada’s population growth
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- Figure 12: Foreign-born share of population by G8 country and Australia
- Focus on health and weight management to continue
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- Figure 13: Body mass index, self-reported rate of being overweight or obese among Canadian adults, by gender, 2010-14
Key Players – What You Need to Know
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- Craft beer brews success for the industry
- Cider growth expands market among women
- Consumers looking beyond beer
What’s Working?
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- Craft beer brews success for the industry
- Cider growth expands market among women
What’s Struggling?
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- Beer growth susceptible to demographic pressures
What’s Next?
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- Beer’s premiumization offers pairing opportunities
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- Figure 14: Alcoholic beverage global launches with the word “cheese” in the description, 2012-16
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- Figure 15: Ninkase Amber beer, November 2016 (France)
- Figure 16: New Holland Dragon’s Milk Bourbon Barrel Aged Stout, September 2016 (USA)
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- Figure 17: New Holland The Poet Oatmeal Stout, November 2016 (Korea)
- Consumers looking beyond beer
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- Figure 18: Small Town Brewery Not Your Father’s variety Pack, November 2016 (USA)
- Figure 19: Blitz-Weinhard Brewing Co Henry’s Hard Soda Hard Ginger Ale Alcoholic Beverage, February 2016 (USA)
- Figure 20: The Seagram Beverage Hard Soda variety pack, June 2016 (USA)
- Companies investing in more ‘healthful’ options
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- Figure 21: Budweiser Prohibition Brew, June 2016 (Canada)
- Figure 22: Budweiser Prohibition Brew commercial, June 2016
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- Figure 23: Extraomnes Triple Beer, January 2017 (Italy)
- Figure 24: Schelde Strandgaper Blonde Beer, January 2017 (Netherlands)
- Figure 25: Browar Amber Naturalny Unpasteurized Lager Beer, September 2016 (Poland)
- Figure 26: Philomenn Red Beer, June 2016 (France)
The Consumer – What You Need to Know
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- Over three-quarters of Canadians drink either beer or cider
- “Enjoyment” represents the central value proposition for beer
- New flavours resonate with consumers, yet there’s a limit
Beer and Cider Usage
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- Over three-quarters of Canadians drink either beer or cider
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- Figure 27: Share of Canadians who drink beer and/or cider, November 2016
- Cider’s popularity reflects its booming sales growth
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- Figure 28: Beer and cider usage, by age, November 2016
- Beer and cider proves to be more popular during warmer months
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- Figure 29: Beer and cider usage (select), spring/summer vs fall/winter, November 2016
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- Figure 30: Any beer and cider usage, by season, by gender, November 2016
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- Figure 31: Mill Street Brewery Harvest Mixed Pack, November 2016 (Canada)
- Opportunities for different beer variations and flavours
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- Figure 32: Top flavours in beer launches with “radler” in the description, 2016 (Global)
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- Figure 33: Grapefruit Flavoured Light Rader Beer, September 2015 (Canada)
- Figure 34: The entertainer Summer Pack, August 2016 (Canada)
Perceptions of Beer, Craft Beer and Cider
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- Canadians hold positive perceptions of craft beer
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- Figure 35: Attitudes towards beer and cider, November 2016
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- Figure 36: Attitudes towards cider, by age group, November 2016
- “Enjoyment” represents the central value proposition for beer
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- Figure 37: Agreement with “beer enhances my enjoyment of different activities”, by gender and age, November 2019
- Figure 38: Agreement with “beer enhances my enjoyment of different activities”, by daily website activity, November 2016
- Value key consideration for consumers when selecting a beer or cider
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- Figure 39: Factors that influences beer and/or cider purchases, November 2016
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- Figure 40: White IPA, New Belgium Brewing, January 2016 (USA)
- Lower alcohol/calorie content not seen as interesting
Associations with Beer and Cider
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- Mainstream beers related to value and refreshment
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- Figure 41: Word associations with mainstream beer, November 2016
- Craft beer viewed as offering local innovation
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- Figure 42: Word associations with craft beer, November 2016
- Flavour and refreshment trump value for flavoured beers
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- Figure 43: Word associations with flavoured beer, November 2016
- Ciders mainly perceived as being “refreshing” and “flavourful” by consumers
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- Figure 44: Word associations with cider, November 2016
Opportunity for Beer and Cider Innovation
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- New flavours resonate with consumers, yet there’s a limit
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- Figure 45: Beers and/or ciders Canadians are interested in drinking, November 2016
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- Figure 46: Cornelius Lychee Wheat Beer, September 2016 (Poland), Walmart Great Value Lychee Flavoured Low Alcohol Beer, February 2016 (China)
- Young adults show heightened interest in hard soda
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- Figure 47: Interest in hard soda, by age and gender, November 2016
- Cider represents an alternative to beer for women
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- Figure 48: Interest in cider(s), by gender, November 2016
- Figure 49: Beer and cider usage, by gender, November 2016
- Low-alcohol beer met with limited appeal from Canadians
- Opportunity for focus on ‘natural’ ingredients
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- Figure 50: Brewsters River City Raspberry Ale & Brew Foot Blueberry Ale, October 2016 (Canada)
- Different consumers look for different sizes
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- Figure 51: Interest in different size of beer/craft beer bottle/can, by gender, November 2016
Consumers Groups
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- Beer is a popular beverage for both Canadians and Americans
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- Figure 52: Volume consumption per capita in litres, Canada vs US, 2011-16
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- Figure 53: Factors Influencing beer purchase, US vs Canada, July 2015 (US)/November 2016 (Canada)
- Chinese Canadians show preference for cider and select beers
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- Figure 54: Beer and/or cider usage (select differences), Chinese Canadians vs Canadians overall, November 2016
- Quebec and BC are core areas of focus based on stated usage
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- Figure 55: Beer and/or cider usage, by province/region, November 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
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