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Beer - China - December 2015

INTRODUCTION
Definition
Methodology
EXECUTIVE SUMMARY
The market
Companies and brands
Figure 1: Volume and value company shares for 2014
The consumer
Penetration of different types of beer
Figure 2: Penetration of different types of beer, June 2015
Reasons for not drinking international beer
Figure 3: Reasons for not drinking international beer, June 2015
Penetration of leading brands in the beer market
Figure 4: Penetration of leading brands in the beer market, Jun 2015
Attitudes towards beer
Figure 5: General attitudes towards beer, June 2015
Attitudes towards innovation concepts in the beer market
Figure 6: Attitudes towards innovation concepts in the beer market, June 2015
Change in buying behaviour and purchasing channels
Figure 7: Change in buying behaviour in various purchase channels, June 2015
Segmentation – Cluster analysis
Figure 8: Target groups of beer drinkers, June 2015
ISSUES AND INSIGHTS
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
The market is slowing down
Premiumisation has led to growth in terms of value
The market is consolidating
MARKET SIZE AND FORECAST
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
Figure 12: Best- and worst-case forecast of premium beer sales in China, by value, 2010-20
MARKET DRIVERS
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
Premium segment
Figure 13: Premium beer segment, by value and volume, 2011-14
Standard segment
Figure 14: Standard beer segment, by value and volume, 2011-14
Light/low-alcohol segment
Figure 15: Light/low alcohol beer segment, by value and volume, 2011-14
KEY PLAYERS – WHAT YOU NEED TO KNOW
Carlsberg Group has adapted to the market and premiumised well
AB-InBev & SAB Miller merger
Harbin beer is a marketing master
WHO’S INNOVATING?
Kirin
Blue Ribbon
Figure 16: Blue Ribbon World War Two commemorative can, May 2015
ReBERG
Figure 17: ReBERG Heey 2 mango beer, August 2015
Tuborg
Figure 18: Tuborg multi-pack, May 2015
THE CONSUMER – WHAT YOU NEED TO KNOW
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
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
Figure 21: Consumers who have drunk only domestic beer in the last 12 months, by gender and age, June 2015
REASONS FOR NOT DRINKING INTERNATIONAL BEER
Figure 22: Reasons for not drinking international beer, June 2015
Knowledge barrier
Figure 23: Consumers who agree they are not knowledgeable about international beer, by gender and age, June 2015
Figure 24: Budweiser premium bottle design, September 2015
The taste and price barrier
Figure 25: Carlsberg Chill can, November 2015
Figure 26: Budweiser Year of the Ram limited edition can, November 2015
Peer pressure
Accessibility
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
PENETRATION OF LEADING BRANDS IN THE BEER MARKET
Figure 28: Penetration of leading brands in the beer market, June 2015
Figure 29: Most popular choice of beer in Shanghai, June 2015
Figure 30: Most popular choice of beer in Qingdao, June 2015
Figure 31: Respondents who drink Snow beer, by monthly personal income, June 2015
Figure 32: Respondents’ interest in Heineken beer, by monthly personal income, June 2015
ATTITUDES TOWARDS BEER
Figure 33: General attitudes towards beer, June 2015
Relaxation
Figure 34: Agreement with statement “drinking beer can help me to relax”, by gender and age, June 2015
Temperature
Figure 35: Agreement with statement “I only drink beer cold”, by age, June 2015
Taste and ingredients
Hops
Figure 36: Agreement with statement “Hops used in beer determine its quality”, by level of  education, June 2015
Thirst-quenching and food pairing
Figure 37: Interest in “beer with food pairing suggestion brochure”, by age and gender, June 2015
Image enhancer
Figure 38: Agreement with statement “less popular types of beer (eg ale, stout) can reflect good taste”, by monthly personal income, June 2015
ATTITUDES TOWARDS INNOVATION CONCEPTS IN THE BEER MARKET
Figure 39: Attitudes towards innovation concepts in the beer market, June 2015
Health benefits
Figure 40: Interest in “beer with health functions”, by age and gender, June 2015
Figure 41: Interest in “beer with health functions”, by selected demographics, June 2015
Beauty benefits
Figure 42: Interest in “beer with beauty functions” by age and gender, June 2015
Craft beer
Figure 43: Interest in “craft beer from small breweries”, by selected demographics, June 2015
Figure 44: Interest in “craft beer from small breweries” by city, June 2015
Figure 45: Interest in “craft beer from small breweries”, by level of education, June 2015
Seasonal
Figure 46: Interest in “beer specially designed for different seasons”, by selected demographics, June 2015
CHANGES IN BUYING BEHAVIOUR AND PURCHASING CHANNELS
Figure 47: Changes in buying behaviour in various purchase channels, June 2015
Comprehensive and specialised shopping websites
Figure 48: Increase in use of general online retail sites, by age, June 2015
Figure 49: Increase in use of specialist online retail sites, by age, June 2015
Figure 50: Fluctuations in usage of general online retail sites, by monthly personal income, June 2015
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
Figure 53: Cities with greatest increase in usage of specialist shopping websites, June 2015
On-trade locations
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
SEGMENTATION
Cluster analysis
Figure 56: Target groups of beer drinkers, June 2015
Unambitious (17%)
Conservatives (21%)
Enthusiasts (19%)
Disengaged (27%)
Unsatisfied (16%)
MINTROPOLITANS
APPENDIX – METHODOLOGY AND DEFINITIONS
Mintropolitans

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