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Beer, Craft Beer and Ciders - Canada - February 2017

OVERVIEW
What you need to know
Definition
Definition of beer and cider for consumer feedback:
EXECUTIVE SUMMARY 
The issues
Canadians are drinking less beer on average
Figure 1: Canada volume sales of total beer market, 2011-16
Aging population presents challenges for growth
Figure 2: Share of Canadians who drink beer, by age, November 2016
Women are less likely to drink beer than men
Figure 3: Share of Canadians who drink beer and cider, by gender, November 2016
The opportunities
Canadians are embracing cider
Figure 4: Share of Canadian cider, November 2016
Young Canadians prove more open to flavour exploration
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
Figure 6: Word associations with craft beer, November 2016
What it means
THE MARKET – WHAT YOU NEED TO KNOW
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
Beer volume sales to stagnate based on declines in lower/no ABV offerings at retail
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
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 
Canada’s aging population likely influences beer consumption habits
Figure 11: Population over 65 in Canada, historical and projected (% of total), 1971-2061
Immigration fuelling Canada’s population growth
Figure 12: Foreign-born share of population by G8 country and Australia
Focus on health and weight management to continue
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 
Craft beer brews success for the industry
Cider growth expands market among women
Consumers looking beyond beer
WHAT’S WORKING?
Craft beer brews success for the industry
Cider growth expands market among women
WHAT’S STRUGGLING?
Beer growth susceptible to demographic pressures
WHAT’S NEXT?
Beer’s premiumization offers pairing opportunities
Figure 14: Alcoholic beverage global launches with the word “cheese” in the description, 2012-16
Figure 15: Ninkase Amber beer, November 2016 (France)
Figure 16: New Holland Dragon’s Milk Bourbon Barrel Aged Stout, September 2016 (USA)
Figure 17: New Holland The Poet Oatmeal Stout, November 2016 (Korea)
Consumers looking beyond beer
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
Figure 21: Budweiser Prohibition Brew, June 2016 (Canada)
Figure 22: Budweiser Prohibition Brew commercial, June 2016
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 
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
Over three-quarters of Canadians drink either beer or cider
Figure 27: Share of Canadians who drink beer and/or cider, November 2016
Cider’s popularity reflects its booming sales growth
Figure 28: Beer and cider usage, by age, November 2016
Beer and cider proves to be more popular during warmer months
Figure 29: Beer and cider usage (select), spring/summer vs fall/winter, November 2016
Figure 30: Any beer and cider usage, by season, by gender, November 2016
Figure 31: Mill Street Brewery Harvest Mixed Pack, November 2016 (Canada)
Opportunities for different beer variations and flavours
Figure 32: Top flavours in beer launches with “radler” in the description, 2016 (Global)
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
Canadians hold positive perceptions of craft beer
Figure 35: Attitudes towards beer and cider, November 2016
Figure 36: Attitudes towards cider, by age group, November 2016
“Enjoyment” represents the central value proposition for beer
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
Figure 39: Factors that influences beer and/or cider purchases, November 2016
Figure 40: White IPA, New Belgium Brewing, January 2016 (USA)
Lower alcohol/calorie content not seen as interesting
ASSOCIATIONS WITH BEER AND CIDER
Mainstream beers related to value and refreshment
Figure 41: Word associations with mainstream beer, November 2016
Craft beer viewed as offering local innovation
Figure 42: Word associations with craft beer, November 2016
Flavour and refreshment trump value for flavoured beers
Figure 43: Word associations with flavoured beer, November 2016
Ciders mainly perceived as being “refreshing” and “flavourful” by consumers
Figure 44: Word associations with cider, November 2016
OPPORTUNITY FOR BEER AND CIDER INNOVATION
New flavours resonate with consumers, yet there’s a limit
Figure 45: Beers and/or ciders Canadians are interested in drinking, November 2016
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
Figure 47: Interest in hard soda, by age and gender, November 2016
Cider represents an alternative to beer for women
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
Figure 50: Brewsters River City Raspberry Ale & Brew Foot Blueberry Ale, October 2016 (Canada)
Different consumers look for different sizes
Figure 51: Interest in different size of beer/craft beer bottle/can, by gender, November 2016
CONSUMERS GROUPS
Beer is a popular beverage for both Canadians and Americans
Figure 52: Volume consumption per capita in litres, Canada vs US, 2011-16
Figure 53: Factors Influencing beer purchase, US vs Canada, July 2015 (US)/November 2016 (Canada)
Chinese Canadians show preference for cider and select beers
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
Figure 55: Beer and/or cider usage, by province/region, November 2016
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations

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