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Beer - China - May 2012

“China represents the world’s biggest beer market, but it is still growing much more rapidly than other developed national markets, and its importance to the global beer industry is evidenced by the increasing significance placed on China by the world’s leading beer companies. The growth potential of the market is still great, given relatively low per capita consumption, but raising that consumption requires competing brands to engage ever more closely with Chinese consumers and their varied and rapidly changing lifestyles."

– Matthew Crabbe – Asia-Pacific Research Director


Some questions answered in this report include:

  • In such a large beer market as China, is there still room for per capita growth and where is that growth to be found?
  • What are the obstacles to achieving greater growth from competition with other beverage sectors for share of glass, both through retail and catering outlets?
  • To what degree are the opportunities and obstacles to beer market growth affected by regional market variations in China?
  • How has product innovation been adapting to the opportunities and obstacles in the market in order to create new consumer interest?
  • How are beer companies innovating to engage with Chinese consumers, and which consumer groups are they focusing on?

 

Report Introduction:

China represents the world’s biggest beer market, but it is still growing much more rapidly than other developed national markets, and its importance to the global beer industry is evidenced by the increasing significance placed on China by the world’s leading beer companies. The growth potential of the market is still great, given relatively low per capita consumption, but raising that consumption requires competing brands to engage ever more closely with Chinese consumers and their varied and rapidly changing lifestyles.

There remains strong potential for developing volume per capita consumption among key consumer groups, including youth consumers and women, while older consumers are showing an increasing propensity towards buying more premium beers, thus adding more value to the market. There are also strong regional differences in beer consumption patterns that csn be tapped into to release as yet undeveloped market potential.

Similarly, there are differences in on- and off-trade consumption indicating the opportunities to develop greater home consumption of beer, and that the potential of this home consumption market has strong links with the continued strong seasonality in beer-consuming patterns in China. More targeted engagement with consumers can develop greater consumption at home (which lags behind on-trade beer drinking) and during colder months, when beer consumption is significantly lower than during warmer months.

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definition
      • Executive Summary

        • The market
          • Figure 1: Total market for beer in China (retail and HoReCa), by sector, 2007-11
          • Figure 2: Total market for beer in China, by retail and HoReCa, 2007-11
        • The forecast
          • Figure 3: Forecast beer market value, 2006-16
        • The companies
          • Figure 4: Leading beer company value retail market shares, 2009-11
          • Figure 5: Top five beer company value retail market shares, 2011
        • The issues
          • On and off trade offer opportunities to grow consumption frequency
            • Figure 6: Per capita beer consumption, by sales channel, 2007-11
          • Age and gender marketing becoming increasingly prevalent
            • Figure 7: Percentage breakdown of beer consumers, by age group and gender, February 2012
          • Increasing competition for share of glass creates new challenges
            • Figure 8: Alcoholic drinks markets annual growth rates, 2007-11
          • Regional beer culture favours optimising local brands
            • Premiumisation is major influence in innovation
              • Brand engagement becomes new battleground
              • On and Off Trade Offer Opportunities to Grow Consumption Frequency

                • Key issues
                  • China ranks among the world’s fastest-growing beer markets
                    • Figure 9: Top five global beer markets, by volume, 2007-11
                    • Figure 10: Per capita volume beer consumption in selected key Western and Asian markets, 2011
                    • Figure 11: Per capita volume beer consumption growth in selected key Western and Asian markets, 2007-11
                  • On-premise sales drive per capita consumption growth
                    • Figure 12: Beer market value and volume per capita, by channel, 2007-11
                    • Figure 13: Beer market value and volume per capita period growth, by channel, 2007-11
                    • Figure 14: Total full-service restaurant market size and growth, 2007-11
                    • Figure 15: Agreement with the statement ‘I am more likely to drink beer when out rather than at home’, by gender and age, February 2012
                    • Figure 16: Beer consumption, by location, survey results, February 2012
                  • Beer festivals and location marketing drive consumer interest
                    • Modern grocery is driving retail per capita consumption growth
                      • Figure 17: Locations of buying beer, survey results, February 2012
                      • Figure 18: Growth in the modern grocery retail market size, by sector, 2007-11
                      • Figure 19: Growth of rural organised retail chain store market, 2006-10
                      • Figure 20: Percentage annual growth of urban and rural retail sales, 2007-11
                    • What does it mean?
                    • Age and Gender Marketing Becoming Increasingly Prevalent

                      • Key issues
                        • Gender differentiation key to consumption growth potential
                          • Figure 21: Frequency of buying beer, by gender, survey results, February 2012
                          • Figure 22: Age groups of beer buyers, by gender, survey results, February 2012
                          • Figure 23: Frequency of drinking beer, by age groups and gender, February 2012
                          • Figure 24: Marital status of beer buyers, by gender, survey results, February 2012
                          • Figure 25: Location of drinking beer, by marital status, February 2012
                        • Age is an important factor amongst men
                          • Figure 26: Occasion of male beer buyers, by age group, survey results, February 2012
                          • Figure 27: Alcohol concentration of beer bought, by male consumers, by age group, February 2012
                          • Figure 28: Types of beer drunk by men, by age group, February 2012
                          • Figure 29: Frequency of drinking beer among men, by age group, February 2012
                        • Brand preference differs by age
                          • Figure 30: Brands of beer bought, by men in the past 12 months, by age group, February 2012
                          • Figure 31: Time of day CSDs are typically drunk by men, by age group, December 2011
                          • Figure 32: Occasions beer is typically drunk by men, by age group, February 2012
                        • Growing acceptance of women drinking beer creates new growth
                          • Figure 33: Proportion of beer drinking, by frequency and gender, survey results, February 2012
                          • Figure 34: Beer brands with relatively high response rates among women beer buyers, February 2012
                          • Figure 35: Beer brands repertoire, by gender and age group, February 2012
                        • Beer brands start to target women
                          • Figure 36: Brands of beer bought, by women in the past 12 months, by age group, February 2012
                          • Figure 37: Types of beer bought by women in the past 12 months, by age group, February 2012
                        • What does it mean?
                        • Increasing Competition for Share of Glass Creates New Challenges

                          • Key issues
                            • Beer and soft drinks compete for younger consumers
                              • Figure 38: Occasion beer is typically drunk, February 2012
                              • Figure 39: Time of day CSDs are typically drunk, December 2011
                              • Figure 40: Agreement with the statement ‘Beer is more refreshing than other alcohol types’, by age group, February 2012
                              • Figure 41: Agreement with the statement ‘I prefer light beer with low bitterness taste’, survey results, by gender, February 2012
                              • Figure 42: Beer and soft drinks sectors’ annual market value growth rates, 2007-11
                              • Figure 43: Agreement with the statement ‘I am open to the idea of buying beer in a PET bottle’, by gender and age, February 2012
                              • Figure 44: Low-alcohol and fruit beer consumption, by gender and age group, February 2012
                            • Beer, wine and spirits compete for the attention of older consumers
                              • Figure 45: Beer, wine and spirits annual average unit retail prices and growth rates, 2007-11
                              • Figure 46: Agreement with the statement ‘Beer is a cheaper alternative to other alcoholic drink types’, survey results, February 2012
                              • Figure 47: Beer, wine and spirits annual market value and volume growth rates, 2007-11
                              • Figure 48: Frequency of drinking alcohol by type, survey results, February 2012
                              • Figure 49: Frequency of drinking alcohol, by type, by gender and age group, survey results, February 2012
                            • Seasonality of beer consumption indicates untapped marketing potential
                              • Occasion: The social setting for beer in China
                                • Figure 50: Frequency of drinking beer, by occasions, February 2012
                                • Figure 51: Total market for beer in China, by retail and HoReCa, 2007-11
                                • Figure 52: Annual per capita HoReCa consumption of beer and CSDs, 2007-11
                              • Countering the winter beer lull
                                • Figure 53: Monthly national beer production volume, 2010
                                • Figure 54: Combined quarterly sales of leading listed Chinese brewers, Q1 2009-Q4 2011
                                • Figure 55: Percentage breakdown of volume beer sales, by type, 2007-11
                              • Baijiu remains the most significant threat
                                • Figure 56: Monthly national baijiu production volume, 2011
                                • Figure 57: Average monthly catering sales turnover for combined years, 2008-10
                              • What does it mean?
                              • Regional Beer Culture Favours Optimising Local Brands

                                • Key issues
                                  • Frequency of beer consumption varies by region
                                      • Figure 58: Frequency of drinking beer, baijiu and wine, by region, February 2012
                                      • Figure 59: Frequency of drinking beer, by region, February 2012
                                    • Regional habits dictate consumption patterns
                                      • Figure 60: Variation in consumer attitudes towards beer, by region, February 2012
                                      • Figure 61: Variation in location of consumption of beer, by region, February 2012
                                    • Regional brand loyalty creates opportunity for local brands
                                        • Figure 62: Percentage of consumers drinking top ten beer brands, by region, February 2012
                                        • Figure 63: Percentage of consumers drinking other beer brands, by region, February 2012
                                      • Regional brand repertoire habits show strong variance
                                        • Figure 64: Beer brand repertoire, by region, February 2012
                                      • What does it mean?
                                      • Premiumisation is Major Influence in Innovation

                                        • Key issues
                                          • “Premium” Remains the Buzzword in the China Beer Market
                                            • Figure 65: Growth of average beer prices per litre, by sector, 2007-11
                                            • Figure 66: Occasions of drinking beer by men, by age group, February 2012
                                            • Figure 67: Percentage of survey respondents willing to pay a premium for draft beer, by gender and age, February 2012
                                            • Figure 68: Percentage significance of new product launch positioning claims, 2008-11
                                          • Alcohol strength is driving choice
                                            • Figure 69: Comparative national market profiles, by alcoholic strength for key beer-consuming nations, 2010
                                            • Figure 70: Breakdown of beer retail volume and value sales, by beer strength, 2007-11
                                            • Figure 71: Alcohol concentration of beer bought in the last 12 months, February 2012
                                            • Figure 72: Alcohol concentration of beer bought, by gender and age, February 2012
                                            • Figure 73: Agreement with the statement ‘I drink alcohol-free beer if I know I need to drive’, by gender and age, February 2012
                                          • Brewers are launching more premium beers
                                              • Figure 74: Leading beer company value retail market shares, 2009-11
                                            • Taste and brand are key purchase drivers
                                              • Figure 75: Important decision-making factors when buying beer, February 2012
                                              • Figure 76: Consumer ranking of types of beer drunk, February 2012
                                              • Figure 77: Percentage breakdown of new product launches, by type of product, 2008-11
                                            • Packaging for success: Cans, bottles, kegs and growlers?
                                              • Figure 78: Percentage breakdown of new beer product launches, by package volume, 2008-11
                                            • Extreme ends of the market are emerging
                                              • Microbreweries
                                                • Private label
                                                  • What does it mean?
                                                  • Brand Engagement Becomes New Battleground

                                                    • Key issues
                                                      • Brewers’ advertising increasingly segmented
                                                        • Figure 79: Key listed Chinese breweries’ adspend, 2010 and 2011
                                                      • Olympics provided launch pad for sport and music association
                                                        • Beer and the Chinese love of music
                                                          • Grabbing an increasingly short attention span (online)
                                                            • Creating good PR through social engagement
                                                              • What does it mean?
                                                              • The Consumer – Locations of Drinking Beer

                                                                  • Figure 80: Locations of drinking beer, February 2012
                                                              • The Consumer – Occasions of Drinking Beer

                                                                  • Figure 81: Occasions of drinking beer, February 2012
                                                              • The Consumer – Types of Beer Drunk

                                                                  • Figure 82: Types of beer drunk, February 2012
                                                              • The Consumer – Concentration of Beer Bought

                                                                  • Figure 83: Concentration of beer bought, February 2012
                                                                  • Figure 84: Concentration of beer bought, by most popular important factors of buying top rank beer, February 2012
                                                                  • Figure 85: Concentration of beer bought, by next most popular important factors of buying top rank beer, February 2012
                                                                  • Figure 86: Concentration of beer bought, by most popular important factors of buying second rank beer, February 2012
                                                                  • Figure 87: Concentration of beer bought, by next most popular important factors of buying second rank beer, February 2012
                                                                  • Figure 88: Concentration of beer bought, by most popular important factors of buying third rank beer, February 2012
                                                                  • Figure 89: Concentration of beer bought, by next most popular important factors of buying third rank beer, February 2012
                                                              • The Consumer – Locations of Buying Beer

                                                                  • Figure 90: Locations of buying beer, February 2012
                                                              • The Consumer – Important Factors of Buying Beer

                                                                  • Figure 91: Important factors of buying beer, February 2012
                                                              • The Consumer – Brands of Beer Bought

                                                                  • Figure 92: Brands of beer bought, February 2012
                                                              • The Consumer – Attitudes towards Beer

                                                                  • Figure 93: Attitudes towards beer, February 2012
                                                              • The Future of the Beer Market in China

                                                                  • Figure 94: Forecast beer market value, 2006-16
                                                                  • Figure 95: Forecast beer market volume, 2006-16
                                                              • Appendix – Frequency of Drinking Alcohol

                                                                  • Figure 96: Most popular frequency of drinking beer, by demographics, February 2012
                                                                  • Figure 97: Next most popular frequency of drinking beer, by demographics, February 2012
                                                              • Appendix – Locations of Drinking Beer

                                                                  • Figure 98: Most popular locations of drinking beer, by demographics, February 2012
                                                                  • Figure 99: Next most popular locations of drinking beer, by demographics, February 2012
                                                              • Appendix – Occasions of Drinking Beer

                                                                  • Figure 100: Most popular occasions of drinking beer, by demographics, February 2012
                                                                  • Figure 101: Next most popular occasions of drinking beer, by demographics, February 2012
                                                              • Appendix – Types of Beer Drunk

                                                                  • Figure 102: Most popular types of beer drunk, by demographics, February 2012
                                                                  • Figure 103: Next most popular types of beer drunk, by demographics, February 2012
                                                              • Appendix – Concentration of Beer Bought

                                                                  • Figure 104: Most popular concentration of beer bought, by demographics, February 2012
                                                                  • Figure 105: Next most popular concentration of beer bought, by demographics, February 2012
                                                              • Appendix – Locations of Buying Beer

                                                                  • Figure 106: Most popular locations of buying beer, by demographics, February 2012
                                                                  • Figure 107: Next most popular locations of buying beer, by demographics, February 2012
                                                              • Appendix – Important Factors of Buying Beer

                                                                  • Figure 108: Most popular important factors of buying top rank beer, by demographics, February 2012
                                                                  • Figure 109: Next most popular important factors of buying top rank beer, by demographics, February 2012
                                                                  • Figure 110: Most popular important factors of buying second rank beer, by demographics, February 2012
                                                                  • Figure 111: Next most popular important factors of buying second rank beer, by demographics, February 2012
                                                                  • Figure 112: Most popular important factors of buying third rank beer, by demographics, February 2012
                                                                  • Figure 113: Next most popular important factors of buying third rank beer, by demographics, February 2012
                                                              • Appendix – Brands of Beer Bought

                                                                  • Figure 114: Most popular brands of beer bought, by demographics, February 2012
                                                                  • Figure 115: Next most popular brands of beer bought, by demographics, February 2012
                                                                  • Figure 116: Other brands of beer bought, by demographics, February 2012
                                                                  • Figure 117: Least popular brands of beer bought, by demographics, February 2012
                                                              • Appendix – Attitudes towards Beer

                                                                  • Figure 118: Agreement with the statements ‘Beer is a cheaper alternative to other alcoholic drink types ie baijiu, wine’ and ‘I prefer light beer with low bitterness taste’, by demographics, February 2012
                                                                  • Figure 119: Agreement with the statements ‘I am more likely to drink beer when out (ie in the restaurant, in the KTV or in the pub) rather than at home’ and ‘I would buy single-serve beer to limit my alcohol intake’, by demographics, February 2012
                                                                  • Figure 120: Agreement with the statements ‘I would pay a premium for draft beer’ and ‘I find local/regional beer brands suit my taste better than national beer brands (such as Tsingtao and Snow)’, by demographics, February 2012
                                                                  • Figure 121: Agreement with the statements ‘I find beer produced by brewhouse tastier and has higher quality than normal beer’ and ‘I enjoy drinking beer with a meal’, by demographics, February 2012
                                                                  • Figure 122: Agreement with the statements ‘I drink alcohol-free beer if I know I need to drive’ and ‘Beer is predominantly for men’, by demographics, February 2012
                                                                  • Figure 123: Agreement with the statements ‘I am open to the idea of buying beer in a PET bottle’ and ‘Beer is more refreshing than other alcohol types’, by demographics, February 2012
                                                              • Appendix – Repertoire Analysis

                                                                  • Figure 130: Repertoire of brands of beer bought, February 2012
                                                                  • Figure 131: Repertoire of brands of beer bought, by demographics, February 2012

                                                              Companies Covered

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                                                              Beer - China - May 2012

                                                              £3,170.69 (Excl.Tax)