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Beer - China - December 2015

“There is a positive correlation between drinking international beer and development. This means that international brands have a higher consumer base in tier one cities than tier two and three cities: the more affluent the consumer, and the more educated, the more likely they are to be in a position to cultivate an informed knowledge of what the global beer market has to offer.”

Joshua Channon, Research Analyst

This report covers the following areas:

  • Brands are adopting a strategy of premiumisation despite economic turbulence
  • Tier two and three cities have poor access to foreign beer
  • There are differences in the way Chinese and Western consumers think about beer and what temperature it should be served at

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Table of contents

  1. 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

                                                                            Beer - China - December 2015

                                                                            US $3,990.00 (Excl.Tax)