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Beer, Craft Beer and Ciders - Canada - February 2017

"While beer remains far and away the most popular alcoholic beverage in Canada, the ground is shifting. As competitive pressures mount, brewers need to have their finger on the pulse when it comes to what Canadians are drinking, what’s important to them when selecting the beers or ciders and areas of possible interest. This Report endeavours to provide readers with a snapshot based on consumer feedback to answer these questions, understand where the market is and identify trends that provide a fact-based input to inform go-forward strategies."

Joel Gregoire, Senior Research Analyst – Food & Beverage

This report looks at the following areas:

  • Canadians are drinking less beer on average
  • Aging population presents challenges for growth
  • Women are less likely to drink beer than men

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Table of contents

  1. 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

                                                            Companies Covered

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

                                                            Beer, Craft Beer and Ciders - Canada - February 2017

                                                            US $3,995.00 (Excl.Tax)