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Beer - China - December 2016

“Chinese consumer spending has been hit by the economic slowdown; beer sales in China are also slowing, essentially caused by premiumisation (quality over quantity which has resulted in reduced volume sales) and unfavourable weather (eg a rainy summer and severe flooding influenced levels of beer production). In order to grow, the beer market in China demands diversification, which requires beer manufacturers to develop a wider variety of products, to suit different market segments and consumer tastes.”

Lei Li, Research Analyst

This report answers the following questions:

  • Who are the target consumers for beer with health and functional claims?
  • How can premium and imported beer attract consumers creatively?
  • How to attract young consumers?

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Excluded
        • Executive Summary

            • The market
              • Figure 1: Retail sales of beer in China, by value, 2011-21
              • Figure 2: Retail sales of beer in China, by volume, 2011-21
            • Key players
              • Figure 3: Market share in the beer market in China, by value, 2015
              • Figure 4: Market share in the beer market in China, by volume, 2015
            • The consumer
              • Domestic brands dominate
                • Figure 5: Brand preference of beer, August 2016
              • Gender is a differentiator for drinking occasions
                • Figure 6: Drinking occasions, by gender, August 2016
              • Relaxation is the key drinking trigger for beer
                • Figure 7: Drinking preference, August 2016 vs. June 2015
              • Beer with health innovation is most appealing
                • Figure 8: Product innovation, August 2016 vs June 2015
              • What we think
              • Issues and Insights

                • Who are the target consumers for beer with health and functional claims?
                  • The facts
                    • The implications
                      • Figure 9: Beer with various health or beauty claims, 2014-16
                      • Figure 10: Female-oriented international beer, 2015-16
                    • How can premium and imported beer attract consumers creatively?
                      • The facts
                        • The implications
                          • How to attract young consumers?
                            • The facts
                              • The implications
                                  • Figure 11: Meantime Brewing, UK, 2016
                              • The Market – What You Need to Know

                                • An increasing value market and a decreasing volume market
                                  • A booming import market
                                    • Premiumisation driver - A quality focus instead of quantity
                                      • Standard beer segment is losing share
                                      • Market Size and Forecast

                                        • A growing value market
                                          • Figure 12: Retail sales of beer in China, by value, 2011-21
                                        • A declining volume market
                                          • Figure 13: Retail sales of beer in China, by volume, 2011-21
                                      • Market Drivers and Barriers

                                        • Imported beer boom changed the market structure
                                          • Premiumisation – Opportunity for quality but threat for quantity
                                            • Craft beer is ascending globally and shifting to China
                                              • Seasonality and the shrinking of the core consumer group
                                              • Market Segmentation

                                                  • Figure 14: Market share of different segments of beer, by value, 2011-16
                                                  • Figure 15: Market share of different segments of beer, by volume, 2011-16
                                                • Strong and light preference and regional difference
                                                  • Standard segment is losing share
                                                  • Key Players – What You Need to Know

                                                    • A concentrated market
                                                      • Domestic players will need to improve branding via beer culture
                                                        • Beer market is experiencing diversification in product claims
                                                        • Market Share

                                                          • Leading players dominate the beer market
                                                            • Figure 16: Market share of leading brands in the beer retail market, by value, 2014-15
                                                            • Figure 17: Market share of leading brands in the beer retail market, by volume, 2014-15
                                                          • Tsingtao lost value share
                                                            • Snow is the leader in market volume
                                                              • AB InBev is the winner in market share gain
                                                              • Competitive Strategy

                                                                • Snow is building a beer culture akin to most international brands
                                                                  • Figure 18: Leinenkugel’s Explorer Pack, US, 2015
                                                                • Yanjing is targeting more meal and leisure occasions with ‘Beer+’
                                                                  • Harbin cooperates with Elema to push beer consumption with convenient delivery
                                                                    • Corona is trying to target the unique beach holiday occasion
                                                                    • Who’s Innovating?

                                                                        • Figure 19: Trends of claims made in newly launched beer products in China, 2011-16
                                                                      • Premium positioning
                                                                        • Figure 20: Chinese beer brands with premium positioning claims, 2016
                                                                        • Figure 21: International beer brands with premium positioning claims, 2016
                                                                      • Beer with functional claims
                                                                        • Figure 22: Chinese beer with functional claims, 2005-10
                                                                        • Figure 23: International beer with functional claims, 2016
                                                                      • Flavoured beer
                                                                        • Figure 24: Chinese flavoured beer, 2016
                                                                        • Figure 25: International flavoured beer, 2016
                                                                      • Tiger launches campaign to preserve Singapore’s street food culture
                                                                      • The Consumer – What You Need to Know

                                                                        • High tier cities favour imported beer while lower tiers favour domestic
                                                                          • Special offers and value for money attract mid-high earners
                                                                            • Married consumers are more active in diverse occasions
                                                                              • Restaurants are a major beer purchase channel in lower tier cities
                                                                                • Majority used at least three channels to buy beer
                                                                                • Brand Penetration

                                                                                  • Domestic brands are in the lead
                                                                                    • Figure 26: Brand penetration of beer, August 2016
                                                                                  • Consistent consumer preference among beer brands
                                                                                    • Figure 27: Penetration of leading brands in the beer market, June 2015 vs August 2016
                                                                                  • Tier one prefer imported beer while tier two and three favour domestic
                                                                                    • Figure 28: Brand preference of beer, by city tier, August 2016
                                                                                  • Young females prefer big brand names
                                                                                    • Figure 29: Brand preference of beer, by gender and age, August 2016
                                                                                • Perceptions on Domestic Beer

                                                                                  • Local taste is the most important factor…
                                                                                    • Figure 30: Perceptions on domestic beer, August 2016
                                                                                  • …and most pronounced are men aged 40-49
                                                                                    • Figure 31: Perceptions on domestic beer, by gender and age, August 2016
                                                                                  • Mid-to-high earners attracted to domestic beer over special offers and value for money
                                                                                    • Figure 32: Perceptions on domestic beer, by monthly household incomes, August 2016
                                                                                • Drinking Occasions

                                                                                  • Socialising and dining out top the occasions chart
                                                                                    • Figure 33: Drinking occasions, by marital status, August 2016
                                                                                  • Married consumers are more active across all occasions
                                                                                    • Figure 34: Drinking occasions, by marital status, August 2016
                                                                                  • Gender is a differentiator for drinking occasions
                                                                                    • Figure 35: Drinking occasions, by gender, August 2016
                                                                                    • Figure 36: Beer products with limited edition claims, 2016
                                                                                • Drinking Preference

                                                                                  • Relaxation is the key drinking trigger for beer
                                                                                    • Figure 37: Drinking preference, August 2016 vs June 2015
                                                                                    • Figure 38: International branded beer with seasonal claims, 2016
                                                                                  • Old consumers are more engaged in drinking beer for certain preference
                                                                                    • Figure 39: Drinking preference, by age, August 2016
                                                                                    • Figure 40: Warsteiner HiLight Beer
                                                                                • Purchase Channels

                                                                                  • Traditional retail channels have high penetration
                                                                                    • Figure 41: Purchase channels, August 2016
                                                                                  • Restaurants as a key on-trade channel especially in lower tier cities
                                                                                    • Figure 42: Purchase channels, restaurants, by city tier, August 2016
                                                                                  • Majority use at least three channels to buy beer
                                                                                    • Figure 43: Purchase channels, repertoire groups, August 2016
                                                                                • Product Innovation

                                                                                  • Beer with health innovation is most appealing
                                                                                      • Figure 44: Product innovation, August 2016 vs June 2015
                                                                                    • Older women are health-conscious while younger women are beauty-conscious
                                                                                      • Figure 45: Beer with health innovation, low-alcohol content or beauty benefits, 2016
                                                                                    • High earners are more eager for innovation
                                                                                      • Figure 46: Product innovation, by monthly household incomes, August 2016
                                                                                      • Figure 47: Beer with various innovative claims, 2016
                                                                                  • Meet the Mintropolitans

                                                                                    • Mintropolitans embrace both domestic and imported beer brands
                                                                                      • Figure 48: Brand preference of beer, Mintropolitans vs non-Mintropolitans, August 2016
                                                                                    • Mintropolitans use multiple channels to buy beer
                                                                                      • Figure 49: Purchase channels of beer, repertoire groups, Mintropolitans vs non-Mintropolitans, August 2016
                                                                                    • Mintropolitans drink more beer in various occasions
                                                                                      • Figure 50: Drinking occasions of beer, Mintropolitans vs non-Mintropolitans, August 2016
                                                                                      • Figure 51: Sports related international beer brands, 2016
                                                                                  • Appendix – Market Segmentation

                                                                                      • Figure 52: Retail sales of strong beer in China, by value, 2011-21
                                                                                      • Figure 53: Retail sales of standard beer in China, by value, 2011-21
                                                                                      • Figure 54: Retail sales of light/no/low alcohol beer in China, by value, 2011-21
                                                                                      • Figure 55: Value sales for beer in China, 2011-21
                                                                                      • Figure 56: Retail sales of strong beer in China, by volume, 2011-21
                                                                                      • Figure 57: Retail sales of standard beer in China, by volume, 2011-21
                                                                                      • Figure 58: Retail sales of light/no/low alcohol beer in China, by volume, 2011-21
                                                                                      • Figure 59: Value sales for beer in China, 2011-21
                                                                                  • Appendix Methodology and Abbreviations

                                                                                    • Methodology
                                                                                      • Fan chart forecast
                                                                                        • Abbreviations

                                                                                        Companies Covered

                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                        Beer - China - December 2016

                                                                                        US $3,990.00 (Excl.Tax)