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Beer: The Consumer - US - November 2010

In this report, part one of a two-part report on US beer, Mintel takes an in-depth consumer-centric view of the market. The market-centric view is covered in Mintel’s Beer: The Market—U.S., December 2010. This report provides brewers and marketers with a glimpse into not only the consumption trends, but also consumer behavior and attitudes toward beer. The report seeks to help the reader develop new products and conceptualize marketing strategies to reach the core consumer groups in the most effective way. The core themes explored in this report include, but are not limited to:

  • Beer consumption trends among adults, discussed by type of beer—domestic regular, light/low-calorie, imported, microbrewed or craft, ice, low/no-alcohol beer; malt liquor and flavored alcoholic beverage trends are also covered
  • How age, gender and income impact the consumption of different types of beer
  • Which set of consumers have defected and which ones have embraced beer
  • How the recession has impacted consumers’ beer purchase behavior
  • The influence that consumers of different races/Hispanic origin wield in the market
  • The consumer base for the leading brands in each of the beer segments
  • What attributes and marketing strategies can help generate trial and adoption for new beer products

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Consumer survey data
          • Abbreviations and terms
            • Abbreviations
              • Terms
              • Executive Summary

                • Beer consumer base decreases slightly in 2010
                  • Spirits pose stiff competition for beer
                    • Men remain the primary consumer in the beer market
                      • Beer loses key consumers in 21-24 age group during 2007-10
                        • Population and income trends make Hispanics the most attractive beer consumer
                          • Blacks face the highest unemployment rate; show beer attrition during 2005-10
                            • Beer drinkers prefer bottled beer packaging; keg remains small
                            • Insights and Opportunities—A Consumer-centric View

                              • Intensify efforts to bring more women into beer market
                                • Taking cues from spirit manufacturers
                                  • Global players launch female-targeted beer
                                    • Surge in efforts in growing beer awareness among women
                                      • Hispanics offer opportunities for craft beer
                                        • Population and income growth trends make Hispanics the most desirable consumer
                                          • Figure 1: U.S. population aged 21-34 and 35-54, by Hispanic origin, 2010 and 2015
                                          • Figure 2: U.S. population buying power, by race and Hispanic origin, 1990-2014
                                        • Win back black consumers; also an ideal segment for light and craft beer
                                            • Figure 3: U.S. population aged 21-34 and 35-54, by race and gender, 2010 and 2015
                                            • Figure 4: Prevalence of obesity among U.S. adults aged 20 and over, by gender and race/ethnicity, for selected years 1999-2000 through 2007-08
                                        • Inspire Insights

                                            • Trend: Resilience
                                            • Market Drivers

                                              • High unemployment rate continues to impede consumer spending
                                                • Figure 5: Employment status of the civilian non-institutional population 16 years and over, 2000-10
                                              • Key beer consumers—men, Hispanics, and blacks, hit hard by unemployment
                                                • Figure 6: Unemployment status among civilian non-institutional population, by gender and race/Hispanic origin, October 2009-October 2010
                                              • Obesity rates steady, but still a cause of concern
                                                • Figure 7: Percentage of population aged 20 and over who are overweight or obese* or extremely obese, 1988-2008
                                              • Male population growth important to the market
                                                • Figure 8: Population of men aged 21 or older, 2005-15
                                              • At-home beer consumption on the rise due to the recession; on-premise consumption declines
                                                • Figure 9: Influence of the recession on drinking behavior, by age, March 2010
                                              • Alcohol consumption at bars/restaurants, by age
                                                • Figure 10: Alcoholic beverage consumption at bars/restaurants compared to last year, by age, January 2010
                                              • Hispanics and blacks offer growth opportunities
                                                • Figure 11: U.S. Hispanic population aged 21+, 2005-15
                                                • Figure 12: U.S. black population aged 21+, 2005-15
                                            • The Consumer—Beer vs. Other Alcoholic Beverages

                                              • Spirits boasts the biggest consumer base, outpaces beer in 2010
                                                  • Figure 13: Trends in beer consumption versus other alcoholic beverages, May 2005-June 2010
                                                • Men primary alcoholic beverage consumer; women show least inclination toward beer
                                                    • Figure 14: Beer consumption versus other alcoholic beverages, by gender, April 2009-June 2010
                                                  • Beer lags spirits in attracting most prolific drinkers i.e. adults aged 21-24
                                                      • Figure 15: Beer consumption versus other alcoholic beverages, by age, April 2009-June 2010
                                                  • Trends in Beer Usage, Volume Consumption

                                                    • Beer consumer base shrinks slightly in 2010
                                                        • Figure 16: Incidence of personal beer consumption, by type of beer, May 2005-June 2010
                                                      • Volume consumption for all but imported and regular domestic beer grew during 2007-10
                                                        • Figure 17: Frequency of drinking different types of beer, May 2005-June 2010
                                                    • Gender Impact on Consumption and Choice of Brands

                                                      • Brewers unable to attract women to beer; men remain the key consumer
                                                        • Figure 18: Incidence of personal consumption of beer, by gender, April 2009-June 2010
                                                      • Light imported beer consumption has increased among both men and women
                                                        • Figure 19: Incidence of drinking imported beer by type, by gender, May 2005-June 2010
                                                      • Men consume significantly more beer than women
                                                        • Figure 20: Volume consumption of beer, by beer type, by gender, April 2009-June 2010
                                                      • Men and women exhibit differences in choosing regular and light domestic brands
                                                        • Figure 21: Incidence of drinking different types of regular and light domestic beer, by top brands, by gender, April 2009-June 2010
                                                      • Men and women drinkers show equal preference for craft beer brands
                                                        • Figure 22: Incidence of drinking different types of microbrew domestic beer, by top brands, by gender, April 2009-June 2010
                                                      • Corona boasts higher penetration among women than men
                                                        • Figure 23: Incidence of drinking different types of regular and light imported beer, by top brands, by gender, April 2009-June 2010
                                                      • Women have bigger repertoire of brands for malt liquor; Smirnoff Ice is the top FAB
                                                        • Figure 24: Incidence of drinking malt liquor and flavored alcoholic beverages, by top brands, by gender, April 2009-June 2010
                                                    • Impact of Age on Consumption and Choice of Brands

                                                      • Beer loses key consumers aged 21-24 during 2007-10
                                                        • Figure 25: Incidence of personal consumption of beer, by type of beer, by age, April 2009-June 2010
                                                        • Figure 26: Incidence of drinking imported beer, by type, by age, May 2005-June 2010
                                                      • Adults aged 21-24 are the most prolific beer drinkers
                                                        • Figure 27: Volume consumption of beer, by beer type, by age, April 2009-June 2010
                                                      • Adults aged 21-24 are the biggest consumers for most regular and light domestic brands
                                                        • Figure 28: Incidence of drinking different types of regular and light domestic beer, by top brands, by age, April 2009-June 2010
                                                      • Older adults prefer bigger variety in craft beer selection
                                                        • Figure 29: Incidence of drinking different types of microbrew domestic beer, by top brands, by age, April 2009-June 2010
                                                      • Heineken lags Corona in attracting young adults aged 21-34; loses consumer base among older adults
                                                        • Figure 30: Incidence of drinking different types of regular and light imported beer, by top brands, by age, April 2009-June 2010
                                                      • Adults aged 65+ drink most varied selection in malt liquor; Mike’s Hard is the top brand by age
                                                        • Figure 31: Incidence of drinking malt liquor and flavored alcoholic beverages, by top brands, by age, April 2009-June 2010
                                                    • Impact of Household Income on Consumption and Brand Choice

                                                      • Beer consumption increases with household income
                                                        • Figure 32: Incidence of personal consumption of beer, by type, by household income, April 2009-June 2010
                                                      • Consumers from lowest income households drink most volume
                                                        • Figure 33: Volume consumption of beer, by beer type, by household income, April 2009-June 2010
                                                      • Brand choice for domestic beer commensurate with income levels
                                                        • Figure 34: Incidence of drinking different types of regular and light domestic beer, by top brands, by household income, April 2009-June 2010
                                                      • In imports Corona boasts highest penetration among lowest HH income adults
                                                        • Figure 35: Incidence of drinking different types of regular and light imported beer, by top brands, by household income, April 2009-June 2010
                                                    • Desired Beer Attributes and Packaging Preference

                                                      • Clean, crisp taste is the most desired attribute in beer
                                                        • Figure 36: Most desired attributes in beer, by gender, July/August 2010
                                                      • Age-related differences exist in beer shopping based on attributes
                                                        • Figure 37: Most desired attributes in beer, by age, July/August 2010
                                                      • Bottled beer tops packaging choice; adults aged 65+ deviate from the average in choosing beer packaging
                                                        • Figure 38: Preference for type of beer packaging, by age, July/August 2010
                                                    • Preference for and Attitudes toward Domestic, Imported, and Craft Beer

                                                      • Beer drinkers are twice as likely to prefer domestic as imported beer
                                                        • Figure 39: Domestic vs. imported beer preference, by age, July/August 2010
                                                      • Beer drinkers perceive imports to be more expensive than domestic beer
                                                        • Figure 40: Attitudes toward domestic vs. imported beer, by age, July/August 2010
                                                      • Attitudes toward beer
                                                          • Figure 41: Attitudes towards beer, by age, July/August 2010
                                                        • Seasonal crafts and educating consumers about craft beer vital to craft beer growth
                                                            • Figure 42: Attitudes toward craft beer, by gender, July/August 2010
                                                          • Adults aged 21-34 show above-average interest in seasonal brews and craft education
                                                            • Figure 43: Attitudes toward craft beer, by age, July/August 2010
                                                        • Loyalty to Types and Brands of Beer

                                                          • Older beer drinkers like same type of beer; younger ones prefer variety
                                                            • Figure 44: Preference for drinking different types of beer, by age, July/August 2010
                                                          • Brand loyalty increases with age
                                                            • Figure 45: Brand loyalty, by age, July/August 2010
                                                        • Beer Purchase Habits, Recession, and Frequency of Drinking Light Beer

                                                          • Most beer drinkers decide on beer type and brand before going to store
                                                            • Recession promotes down trading in beer
                                                              • Figure 46: Beer purchase habits and influence of recession, by age, July/August 2010
                                                            • Household income dictates beer purchase habits and response to recession
                                                              • Figure 47: Beer purchase habits and influence of recession, by household income, July/August 2010
                                                            • Imported light beers have low penetration among beer drinkers
                                                              • Figure 48: Frequency of light domestic and imported beer consumption, by gender, July/August 2010
                                                          • Incidence of and Reasons for Drinking More or Less Beer

                                                            • Beer drinking incidence largely remains unchanged in the last year
                                                              • Figure 49: Incidence of drinking more or less beer compared to a year ago, by gender, July/August 2010
                                                            • Reasons for drinking more beer compared to a year ago
                                                              • Figure 50: Reasons for drinking more beer compared to a year ago, by gender, July/August 2010
                                                            • Reasons for drinking less beer compared to a year ago
                                                              • Figure 51: Reasons for drinking less beer compared to a year ago, July/August 2010
                                                          • Choice of Retail Channels to Purchase Beer

                                                            • Age-related differences exist in retail channel choice to buy beer
                                                              • Figure 52: Choice of retail channel to purchase beer, by age, July/August 2010
                                                          • Impact of Race and Hispanic Origin

                                                            • Beer tops spirits in attracting consumers from all races/ethnicities except blacks
                                                              • Figure 53: Beer consumption versus other alcoholic beverages, by race/Hispanic origin, April 2009-June 2010
                                                            • Hispanics are the biggest beer consumer
                                                              • Blacks hampered by high unemployment move away from beer during 2005-10
                                                                • Figure 54: Incidence of personal consumption of beer, by race/Hispanic origin, April 2009-June 2010
                                                              • Black beer drinkers consume most beer volume
                                                                  • Figure 55: Volume consumption of beer, by beer type, by gender, April 2009-June 2010
                                                                • Blacks and Hispanics are biggest Budweiser drinkers
                                                                  • Figure 56: Incidence of drinking different types of regular, ice, and microbrew domestic beer, by top brands, by race/Hispanic origin, April 2009-June 2010
                                                                • Heineken most popular among blacks and Asians; Corona attracts Hispanics
                                                                  • Figure 57: Incidence of drinking different types of regular and light imported beer, by top brands, by race/Hispanic origin, April 2009-June 2010
                                                                • Blacks prefer full flavor and high alcohol content; Hispanics look for flavors
                                                                  • Figure 58: Most desired attributes in beer, by race/Hispanic origin, July/August 2010
                                                                • Asians and Hispanics are most influenced by the recession
                                                                  • Figure 59: Beer purchase habits and influence of recession, by race/Hispanic origin, July/August 2010
                                                                • Hispanics and Asians appreciate imported beer more
                                                                  • Figure 60: Attitudes toward domestic vs. imported beer, by race/Hispanic origin, July/August 2010
                                                              • Cluster Analysis—Domestic Beer

                                                                  • Domestic light loyalists
                                                                    • Demographics
                                                                      • Characteristics
                                                                        • Opportunities
                                                                          • Full flavored, full price
                                                                            • Demographics
                                                                              • Characteristics
                                                                                • Budgeting, heavy drinkers
                                                                                  • Demographics
                                                                                    • Characteristics
                                                                                      • Characteristic tables
                                                                                        • Figure 61: Domestic beer drinker clusters, July/August 2010
                                                                                        • Figure 62: Incidence of drinking different types of alcoholic beverages, domestic beer drinker clusters, July/August 2010
                                                                                        • Figure 63: Frequency of light domestic and imported beer consumption, by domestic beer drinker clusters, July/August 2010
                                                                                        • Figure 64: Brand loyalty, by domestic beer drinker clusters, July/August 2010
                                                                                        • Figure 65: Preference for drinking different types of beer, by domestic beer drinker clusters, July/August 2010
                                                                                        • Figure 66: Most desired attributes in beer, by domestic beer drinker clusters, July/August 2010
                                                                                        • Figure 67: Beer purchase habits and influence of recession, by domestic beer drinker clusters, July/August 2010
                                                                                        • Figure 68: Attitudes toward domestic vs. imported beer, by domestic beer drinker clusters, July/August 2010
                                                                                        • Figure 69: Attitudes toward beer, by domestic beer drinker clusters, July/August 2010
                                                                                      • Demographic tables
                                                                                        • Figure 70: Domestic beer drinker clusters, by gender, July/August 2010
                                                                                        • Figure 71: Domestic beer drinker clusters, by age, July/August 2010
                                                                                        • Figure 72: Domestic beer drinker clusters, by household income, July/August 2010
                                                                                        • Figure 73: Domestic beer drinker clusters, by race, July/August 2010
                                                                                        • Figure 74: Domestic beer drinker clusters, by Hispanic origin, July/August 2010
                                                                                      • Cluster methodology
                                                                                      • Cluster Analysis—Imported Beer

                                                                                          • Predictable, low drinkers
                                                                                            • Demographics
                                                                                              • Characteristics
                                                                                                • Opportunities
                                                                                                  • Full-flavored drinkers
                                                                                                    • Demographics
                                                                                                      • Characteristics
                                                                                                        • Opportunities
                                                                                                          • Light beer loyalists
                                                                                                            • Demographics
                                                                                                              • Characteristics
                                                                                                                • Opportunities
                                                                                                                  • Characteristic tables
                                                                                                                    • Figure 75: Imported beer drinker clusters, July/August 2010
                                                                                                                    • Figure 76: Incidence of drinking different types of alcoholic beverages, by imported beer drinker clusters, July/August 2010
                                                                                                                    • Figure 77: Frequency of light domestic and imported beer consumption, by imported beer drinker clusters, July/August 2010
                                                                                                                    • Figure 78: Brand loyalty, by imported beer drinker clusters, July/August 2010
                                                                                                                    • Figure 79: Preference for drinking different types of beer, by imported beer drinker clusters, July/August 2010
                                                                                                                    • Figure 80: Most desired attributes in beer, by imported beer drinker clusters, July/August 2010
                                                                                                                    • Figure 81: Beer purchase habits and influence of recession, by imported beer drinker clusters, July/August 2010
                                                                                                                    • Figure 82: Attitudes toward domestic vs. imported beer, by imported beer drinker clusters, July/August 2010
                                                                                                                    • Figure 83: Attitudes toward beer, by imported beer drinker clusters, July/August 2010
                                                                                                                  • Demographic tables
                                                                                                                    • Figure 84: Imported beer drinker clusters, by gender, July/August 2010
                                                                                                                    • Figure 85: Imported beer drinker clusters, by age, July/August 2010
                                                                                                                    • Figure 86: Imported beer drinker clusters, by household income, July/August 2010
                                                                                                                    • Figure 87: Imported beer drinker clusters, by race, July/August 2010
                                                                                                                    • Figure 88: Imported beer drinker clusters, by Hispanic origin, July/August 2010
                                                                                                                  • Cluster methodology
                                                                                                                  • Custom Consumer Groups

                                                                                                                    • Adults who prefer domestic beer have more predictable beer shopping habits
                                                                                                                      • Adults inclined toward craft beer are more likely to make purchase decision in store
                                                                                                                          • Figure 89: Attitudes toward domestic vs. imported beer, by preference for domestic, imported, and craft beer, July/August 2010
                                                                                                                        • Convenience stores and Walmart will benefit by stocking greater variety of craft beers
                                                                                                                          • Traditional supermarkets and liquor/package stores have growth potential by improving domestic selection
                                                                                                                            • Figure 90: Choice of retail channel to buy beer, by preference for domestic, imported, and craft beer, July/August 2010
                                                                                                                          • Craft beer drinkers show more interest in imported beer brands than domestic
                                                                                                                              • Figure 91: Choice of beer brands, by preference for domestic, imported, and craft beer, July/August 2010
                                                                                                                            • Craft beer drinkers look for full flavor while Budweiser drinkers value low-price
                                                                                                                              • Figure 92: Preference for beer attributes, by Bud Light, Budweiser, Corona, and craft beer drinkers, July/August 2010
                                                                                                                            • Men aged 21-34 are key consumer for most types of beer, especially craft beer
                                                                                                                              • Figure 93: Incidence of personal consumption of beer, by age and gender, April 2009-June 2010
                                                                                                                            • Black adults aged 35+ show the least interest in beer
                                                                                                                              • Figure 94: Incidence of personal consumption of beer, by age and race/Hispanic origin, April 2009-June 2010
                                                                                                                            • Income gap is irrelevant among Hispanics and Asians in buying beer
                                                                                                                              • Figure 95: Incidence of personal consumption of beer, by household income and race/Hispanic origin, April 2009-June 2010
                                                                                                                          • Appendix—Other Useful Consumer Tables

                                                                                                                            • Beer vs. other alcoholic beverages
                                                                                                                              • Figure 96: Beer consumption versus other alcoholic beverages, by household income, April 2009-June 2010
                                                                                                                              • Figure 97: Beer consumption versus other alcoholic beverages, by region, April 2009-June 2010
                                                                                                                            • Beer consumption—incidence, volume, and brand choice
                                                                                                                              • Figure 98: Beer consumption by type, by gender, age, household income, race/Hispanic origin, region, April 2009-June 2010
                                                                                                                            • Impact of gender
                                                                                                                              • Figure 99: Domestic v. imported beer preference, by gender, July/August 2010
                                                                                                                              • Figure 100: Brand loyalty, by gender, July/August 2010
                                                                                                                              • Figure 101: Choice of retail channel to purchase beer, by gender, July/August 2010
                                                                                                                              • Figure 102: Beer purchase habits and influence of recession, by gender, July/August 2010
                                                                                                                              • Figure 103: Attitudes toward domestic vs. imported beer, by gender, July/August 2010
                                                                                                                              • Figure 104: Attitudes toward beer, by gender, July/August 2010
                                                                                                                            • Impact of age
                                                                                                                              • Figure 105: Frequency of light domestic and imported beer consumption, by age, July/August 2010
                                                                                                                            • Impact of income
                                                                                                                              • Figure 106: Incidence of drinking different types of microbrew domestic beer, by top brands, by household income, April 2009-June 2010
                                                                                                                              • Figure 107: Incidence of drinking malt liquor and flavored alcoholic beverages, by top brands, by household income, April 2009-June 2010
                                                                                                                              • Figure 108: Most desired attributes in beer, by household income, July/August 2010
                                                                                                                              • Figure 109: Preference for the type of beer packaging, by age, July/August 2010
                                                                                                                              • Figure 110: Choice of retail channel to purchase beer, by age, July/August 2010
                                                                                                                            • Impact of Region
                                                                                                                              • Figure 111: Incidence of personal consumption of beer, by region, April 2009-June 2010
                                                                                                                              • Figure 112: Volume consumption of beer, by beer type, by region, April 2009-June 2010
                                                                                                                              • Figure 113: Incidence of drinking different types of regular and light domestic beer, by top brands, by region, April 2009-June 2010
                                                                                                                              • Figure 114: Incidence of drinking different types of microbrew beer, by region, April 2009-June 2010
                                                                                                                              • Figure 115: Incidence of drinking different types of regular and light imported beer, by top brands, by region, April 2009-June 2010
                                                                                                                              • Figure 116: Incidence of drinking malt liquor and flavored alcoholic beverages, by top brands, by region, April 2009-June 2010
                                                                                                                              • Figure 117: Attitudes toward domestic vs. imported beer, by preference for domestic, imported, and craft beer, July/August 2010
                                                                                                                          • Appendix—Impact of Race/Hispanic Origin

                                                                                                                              • Figure 118: Incidence of drinking imported beer, by type, by race/Hispanic origin, April 2009-June 2010
                                                                                                                              • Figure 119: Incidence of drinking malt liquor and flavored alcoholic beverages by top brands, by race/Hispanic origin, April 2009-June 2010
                                                                                                                              • Figure 120: Domestic v. imported beer preference, by race/Hispanic origin, July/August 2010
                                                                                                                              • Figure 121: Brand loyalty, by race/Hispanic origin, July/August 2010
                                                                                                                              • Figure 122: Frequency of light domestic and imported beer consumption, by race/Hispanic origin, July/August 2010
                                                                                                                              • Figure 123: Preference for drinking different types of beer, by race/Hispanic origin, July/August 2010
                                                                                                                              • Figure 124: Preference for the type of beer packaging, by race/Hispanic origin, July/August 2010
                                                                                                                              • Figure 125: Choice of retail channel to purchase beer, by race/Hispanic origin, July/August 2010
                                                                                                                              • Figure 126: Attitudes toward beer, by race/Hispanic origin, July/August 2010
                                                                                                                              • Figure 127: Preference for the type of beer packaging, by race/Hispanic origin, July/August 2010
                                                                                                                          • Appendix—Trade Associations

                                                                                                                            Companies Covered

                                                                                                                            • Anchor Brewing Company
                                                                                                                            • Anheuser Busch-InBev
                                                                                                                            • Anheuser-Busch Companies Inc
                                                                                                                            • Bacardi U.S.A. Inc.
                                                                                                                            • Beer Institute (The)
                                                                                                                            • Brewers’ Association of America (BAA)
                                                                                                                            • Brown-Forman
                                                                                                                            • Diageo Plc
                                                                                                                            • Heineken USA Inc.
                                                                                                                            • InBev USA
                                                                                                                            • Miller Brewing Company (USA)
                                                                                                                            • Molson Coors (USA)
                                                                                                                            • National Beer Wholesalers’ Association (NBWA)
                                                                                                                            • National Restaurant Association (NRA)
                                                                                                                            • The Boston Beer Company Inc.
                                                                                                                            • The Conference Board
                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                            • U.S. Bureau of the Census

                                                                                                                            Beer: The Consumer - US - November 2010

                                                                                                                            £3,277.28 (Excl.Tax)