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Beer: The Consumer - US - November 2011

Beer grew its consumer base during 2006-11, largely from the natural growth in the population of adults aged 21+. More importantly, the incidence of drinking beer remained stable during the recession. Craft beer emerged as a winner in terms of growing penetration, but has also remained a mystery to many beer drinkers. Mintel takes a look at beer consumption trends, attitudes and behavior of beer drinkers in this two-part report. The market-centric view is presented in Mintel’s Beer: The Market—U.S., December 2011. This report offers insights into important beer trends including the following:

  • The overall popularity of beer and how it performs compared to other alcoholic beverages
  • Growth of the micro brew/craft sector over the past five years, including how these products have taken market share from big domestic and imported brands
  • Per capita beer consumption
  • How age, gender, income and ethnicity affect beer preferences, particularly among young adults, affluent households, Hispanics and Blacks
  • Consumers’ attitudes towards different styles of beer, including craft beers, major domestics, light beer, imports, malt liquor, ice beer, and low alcohol/alcohol free beer
  • The impact of the poor economy on beer purchasing

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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

                  • Market drivers
                    • Beer versus other alcoholic beverages
                      • Trends in beer choices and volume consumption
                        • Gender impact on consumption and type of beer
                          • Impact of age on consumption and brand choices
                            • Impact of household income on consumption and brand choice
                              • Attitudes regarding beer
                                • Beer purchasing
                                  • Attitudes toward craft beer
                                    • Impact of race and Hispanic origin
                                    • Insights and Opportunities—a Consumer-centric View

                                      • Server training sells craft beer
                                        • The right vessel
                                          • Formal beer titles
                                            • Return on investment
                                            • Inspire Insights

                                                • Inspire Trend: “Nonstandard Society”
                                                • Market Drivers

                                                  • Beer volume declines during 2008-10
                                                    • Figure 1: U.S. beer volume sales, 2006-11
                                                  • The poor economy drones on
                                                    • Figure 2: Real GDP Growth, 2008-11
                                                    • Figure 3: Real Disposable Personal Income, 1986-2011
                                                    • Figure 4: Percentages of unemployed adults aged 16+, 2001-11
                                                    • Figure 5: Unemployment status (seasonally adjusted) among civilian non-institutional population, by age, gender, and race/Hispanic origin, October 2010-October 2011
                                                  • Age impacts consumption patterns
                                                    • Figure 6: Young adults’ beverage preferences
                                                  • Millennials embrace wine
                                                    • Figure 7: U.S. population aged 21 or older, 2006-16
                                                  • Vodka is everywhere
                                                    • Abstention
                                                      • Figure 8: Alcohol abstention by sex and income
                                                      • Figure 9: Alcohol consumption by education
                                                    • Bright Spots
                                                      • Hispanics love beer
                                                        • Figure 10: Population aged 21 or older, by race and Hispanic origin, 2006-16
                                                        • Figure 11: Types of beer consumed, by language(s) spoken at home
                                                    • The Consumer—Beer versus Other Alcoholic Beverages

                                                      • Key points
                                                        • Beer consumer base grows between 2006 and 2011
                                                          • Figure 12: Trends in beer consumption versus other alcoholic beverages, January 2006-March 2011
                                                        • Men outdrink women
                                                            • Figure 13: Beer consumption versus other alcoholic beverages, by gender, February 2010-March 2011
                                                          • Beer, the king of youth
                                                              • Figure 14: Beer consumption versus other alcoholic beverages, by age, February 2010-March 2011
                                                            • Booze and bucks
                                                                • Figure 15: Beer consumption versus other alcoholic beverages, by household income, February 2010-March 2011
                                                              • Incidences and frequency of drinking beer, wine, and spirits
                                                                • Special occasions
                                                                  • Niche categories
                                                                    • Figure 16: Incidence and frequency of drinking different types of alcoholic beverage, August 2011
                                                                • Trends in Beer Choices and Volume Consumption

                                                                  • Key points
                                                                    • Incidence of drinking versus quantity
                                                                        • Figure 17: Incidence of personal beer consumption, by type of beer, January 2006-March 2011
                                                                        • Figure 18: Frequency of drinking different types of beer, January 2006-March 2011
                                                                    • Gender Impact on Consumption and Types of Beer

                                                                      • Key points
                                                                        • Men dominate beer consumption
                                                                          • Figure 19: Incidence of personal consumption of beer, by gender, February 2010-March 2011
                                                                          • Figure 20: Volume consumption of beer, by gender, February 2010-March 2011
                                                                        • Gender equality
                                                                          • Figure 21: Incidence of drinking different types of regular and light domestic beer by top brands, by gender, February 2010-March 2011
                                                                          • Figure 22: Incidence of drinking different types of microbrew domestic beer by top brands, by gender, April February 2010-March 2011
                                                                        • The feminine side of Corona Light
                                                                          • Figure 23: Incidence of drinking different types of regular and light imported beer by top brands, by gender, February 2010-March 2011
                                                                          • Figure 24: Incidence of drinking malt liquor and flavored alcoholic beverages by top brands, by gender, February 2010-March 2011
                                                                      • Impact of Age on Consumption and Brand Choices

                                                                        • Key points
                                                                          • Young adults dominate beer
                                                                            • Figure 25: Incidence of personal consumption of beer, by type of beer, by age, February 2010-March 2011
                                                                          • Adults aged 55+ like ice beer, malt liquor
                                                                            • Figure 26: Volume consumption of beer, by age, February 2010-March 2011
                                                                          • Leading domestic beers
                                                                            • Coors versus Bud
                                                                              • Figure 27: Incidence of drinking different types of regular and light domestic beer by top brands, by age, February 2010-March 2011
                                                                            • The growing craft movement
                                                                              • A crafty bar menu
                                                                                • Figure 28: Incidence of drinking different types of microbrew domestic beer by top brands, by age, February 2010-March 2011
                                                                              • Mexican imports dominate
                                                                                  • Figure 29: Incidence of drinking different types of regular and light imported beer by top brands, by age, February 2010-March 2011
                                                                                • Beer alternatives
                                                                                  • Mike’s dominates flavored beverages
                                                                                    • Figure 30: Incidence of drinking malt liquor and flavored alcoholic beverages by top brands, by age, February 2010-March 2011
                                                                                • Impact of Household Income on Consumption and Brand Choice

                                                                                  • Key points
                                                                                    • Low income, low consumption
                                                                                      • Not in the budget
                                                                                        • Figure 31: Incidence of personal consumption of beer, by type, by household income, February 2010-March 2011
                                                                                        • Figure 32: Volume consumption of beer, by household income, February 2010-March 2011
                                                                                      • Domestic brands
                                                                                        • Figure 33: Incidence of drinking different types of regular and light domestic beer by top brands, by household income, February 2010-March 2011
                                                                                      • Craft beer
                                                                                        • Figure 34: Incidence of drinking different types of microbrew domestic beer by top brands, by household income, February 2010-March 2011
                                                                                      • Imported beer
                                                                                        • Stella consumers
                                                                                          • Figure 35: Incidence of drinking different types of regular and light imported beer by top brands, by household income, February 2010-March 2011
                                                                                      • Impact of Region

                                                                                        • Key points
                                                                                          • Attitudes and purchasing patterns
                                                                                            • Myriad selection criteria
                                                                                              • Figure 36: Beer drinking attitudes and behavior, by region, August 2011
                                                                                              • Figure 37: Important attributes when selecting beer, by region, August 2011
                                                                                            • Attitudes toward imports versus domestics
                                                                                              • Figure 38: Attitudes toward price, promotions, imported vs. domestic beer, by region, August 2011
                                                                                              • Figure 39: Attitudes toward price, promotions, imported vs. domestic beer, by urban area, August 2011
                                                                                            • Attitudes toward craft beer
                                                                                              • Urban culture
                                                                                                • Figure 40: Attitudes toward craft beer among craft beer drinkers, by region, August 2011
                                                                                                • Figure 41: Attitudes toward craft beer among craft beer drinkers, by urban area, August 2011
                                                                                                • Figure 42: Attitudes toward craft beer among all beer drinkers, by region, August 2011
                                                                                                • Figure 43: Attitudes toward craft beer among all beer drinkers, by urban area, August 2011
                                                                                            • Attitudes Regarding Beer

                                                                                              • Key points
                                                                                                • Of like minds
                                                                                                  • Figure 44: Beer drinking attitudes and behavior, August 2011
                                                                                                  • Figure 45: Beer drinking attitudes and behavior, by gender, August 2011
                                                                                                  • Figure 46: Beer drinking attitudes and behavior, by age, August 2011
                                                                                                • Affluence and food pairings
                                                                                                  • Figure 47: Beer drinking attitudes and behavior, by household income, August 2011
                                                                                              • Attitudes toward Types of Beer

                                                                                                • Key points
                                                                                                  • Generation gap
                                                                                                    • Figure 48: Attitudes toward price, promotions, craft beer, and imported vs. domestic beer, by age, August 2011
                                                                                                  • Income and employment
                                                                                                    • Figure 49: Attitudes toward price, promotions, craft beer, and imported vs. domestic beer, by household income, August 2011
                                                                                                    • Figure 50: Attitudes toward price, promotions, craft beer, and imported vs. domestic beer, by employment, August 2011
                                                                                                • Beer Purchasing Behavior

                                                                                                  • Key points
                                                                                                    • Brand loyalty
                                                                                                      • Figure 51: Beer purchase behavior, August 2011
                                                                                                      • Figure 52: Beer purchase behavior, by age, August 2011
                                                                                                    • Planning ahead
                                                                                                      • Figure 53: Beer purchase behavior, by household income, August 2011
                                                                                                      • Figure 54: Beer purchase behavior, by employment, August 2011
                                                                                                    • Purchasing occasions
                                                                                                      • Figure 55: Attitudes toward price, promotions, craft beer, and imported vs. domestic beer, by age, August 2011
                                                                                                      • Figure 56: Attitudes toward price, promotions, craft beer, and imported vs. domestic beer, by household income, August 2011
                                                                                                      • Figure 57: Attitudes toward price, promotions, craft beer, and imported vs. domestic beer, by employment, August 2011
                                                                                                  • Purchasing Criteria

                                                                                                    • Key points
                                                                                                      • Taste rules
                                                                                                        • Figure 58: Important attributes when selecting beer, August 2011
                                                                                                        • Figure 59: Important attributes when selecting beer, by gender, August 2011
                                                                                                        • Figure 60: Important attributes when selecting beer, by age, August 2011
                                                                                                        • Figure 61: Important attributes when selecting beer, by household income, August 2011
                                                                                                    • Attitudes toward Craft Beer

                                                                                                      • Key points
                                                                                                        • Attitudes toward craft beer among craft beer drinkers
                                                                                                          • All ages enjoy craft beer
                                                                                                            • Limited availability drives sales
                                                                                                              • Figure 62: Attitudes toward craft beer among craft beer drinkers, by gender, August 2011
                                                                                                              • Figure 63: Attitudes toward craft beer among craft beer drinkers, by age, August 2011
                                                                                                              • Figure 64: Attitudes toward craft beer among craft beer drinkers, by household income, August 2011
                                                                                                            • Attitudes toward craft beer among all beer drinkers
                                                                                                              • Education is crucial
                                                                                                                • Figure 65: Attitudes toward craft beer among all beer drinkers, by gender, August 2011
                                                                                                                • Figure 66: Attitudes toward craft beer among all beer drinkers, by age, August 2011
                                                                                                                • Figure 67: Attitudes toward craft beer among all beer drinkers, beer, by household income, August 2011
                                                                                                            • Impact of Race and Hispanic Origin

                                                                                                              • Key points
                                                                                                                • Whites and Hispanics dominate beer
                                                                                                                  • Blacks’ high consumption
                                                                                                                    • Figure 68: beer consumption versus other alcoholic beverages, by race/Hispanic origin, February 2010-March 2011
                                                                                                                    • Figure 69: Incidence of personal consumption of beer, by race/Hispanic origin, February 2010-March 2011
                                                                                                                    • Figure 70: Volume consumption of beer, by race/Hispanic origin, February 2010-March 2011
                                                                                                                  • Strongest beer brands
                                                                                                                    • Domestics
                                                                                                                        • Figure 71: Incidence of drinking different types of regular domestic beer by top brands, by race/Hispanic origin, February 2010-March 2011
                                                                                                                      • Imports
                                                                                                                          • Figure 72: Incidence of drinking different types of regular and light imported beer by top brands, by race/Hispanic origin, February 2010-March 2011
                                                                                                                        • Malt liquor
                                                                                                                          • Ethnic appeal
                                                                                                                            • Figure 73: Incidence of drinking different malt liquor, by top brands, by race/Hispanic origin, February 2010-March 2011
                                                                                                                          • Ethnic attitudes regarding beer
                                                                                                                            • Figure 74: Beer drinking attitudes and behavior, by race/Hispanic origin, August 2011
                                                                                                                            • Figure 75: Beer purchase behavior, by race/Hispanic origin, August 2011
                                                                                                                            • Figure 76: Important attributes when selecting beer, by race/Hispanic origin, August 2011
                                                                                                                          • Ethnic outlook toward imports versus domestics
                                                                                                                            • Hispanics and domestic beer
                                                                                                                              • Figure 77: Attitudes toward price, promotions, imported vs. domestic beer, by race/Hispanic origin, August 2011
                                                                                                                              • Figure 78: Attitudes toward price, promotions, imported vs. domestic beer, by race/Hispanic origin, August 2011
                                                                                                                            • Ethnic attitudes toward craft beer
                                                                                                                              • Figure 79: Attitudes toward craft beer among craft beer drinkers, by race/Hispanic origin, August 2011
                                                                                                                              • Figure 80: Attitudes toward craft beer among all beer drinkers, by race/Hispanic origin, August 2011
                                                                                                                          • Cluster Analysis

                                                                                                                              • Restricted Drinkers
                                                                                                                                • Demographics
                                                                                                                                  • Characteristics
                                                                                                                                    • Opportunity
                                                                                                                                      • Budget Drinkers
                                                                                                                                        • Demographics
                                                                                                                                          • Characteristics
                                                                                                                                            • Opportunity
                                                                                                                                              • Beer Tasters
                                                                                                                                                • Demographics
                                                                                                                                                  • Characteristics
                                                                                                                                                    • Opportunity
                                                                                                                                                      • Ubiquitous Drinkers
                                                                                                                                                        • Demographics
                                                                                                                                                          • Characteristics
                                                                                                                                                            • Opportunity
                                                                                                                                                              • Characteristic tables
                                                                                                                                                                • Figure 81: Beer drinker clusters, August 2011
                                                                                                                                                                • Figure 82: Incidence and frequency of drinking different types of beer, by beer drinker clusters, August 2011
                                                                                                                                                                • Figure 83: Beer brands, by beer drinker clusters, August 2011
                                                                                                                                                                • Figure 84: Beer drinking attitudes and behavior, by beer drinker clusters, August 2011
                                                                                                                                                                • Figure 85: Important attributes when selecting beer, by beer drinker clusters, August 2011
                                                                                                                                                                • Figure 86: Beer purchase behavior, by beer drinker clusters, August 2011
                                                                                                                                                                • Figure 87: Attitudes toward price, promotions, imported vs. domestic beer, by beer drinker clusters, August 2011
                                                                                                                                                                • Figure 88: Attitudes toward craft beer among beer drinkers, by beer drinker clusters, August 2011
                                                                                                                                                              • Demographic tables
                                                                                                                                                                • Figure 89: Beer Drinker Clusters, by gender, August 2011
                                                                                                                                                                • Figure 90: Beer Drinker Clusters, by age, August 2011
                                                                                                                                                                • Figure 91: Beer Drinker Clusters, by education, August 2011
                                                                                                                                                                • Figure 92: Beer Drinker Clusters, by household income, August 2011
                                                                                                                                                                • Figure 93: Beer Drinker Clusters, by race, August 2011
                                                                                                                                                                • Figure 94: Beer Drinker Clusters, by Hispanic origin, August 2011
                                                                                                                                                              • Cluster methodology:
                                                                                                                                                              • Custom Consumer Group

                                                                                                                                                                • Key points
                                                                                                                                                                  • Frequency of drinking different beer types
                                                                                                                                                                      • Figure 95: Incidence and frequency of drinking different types of beer, by Hispanic origin and age, August 2011
                                                                                                                                                                    • Attitudes and behavior
                                                                                                                                                                        • Figure 96: Beer drinking attitudes and behavior, by race and age, August 2011
                                                                                                                                                                        • Figure 97: Beer drinking attitudes and behavior, by Hispanic origin and age, August 2011
                                                                                                                                                                      • Important beer qualities
                                                                                                                                                                          • Figure 98: Important attributes when selecting beer, by Hispanic origin and age, August 2011
                                                                                                                                                                        • Beer purchasing behavior
                                                                                                                                                                            • Figure 99: Beer purchase behavior, by race and age, August 2011
                                                                                                                                                                            • Figure 100: Beer purchase behavior, by Hispanic origin and age, August 2011
                                                                                                                                                                          • Attitudes toward craft beer
                                                                                                                                                                              • Figure 101: Attitudes toward craft beer, by race and age, August 2011
                                                                                                                                                                              • Figure 102: Attitudes toward craft beer, by Hispanic origin and age, August 2011
                                                                                                                                                                          • Appendix—Other Useful Tables

                                                                                                                                                                            • Beer purchasing behavior
                                                                                                                                                                              • Figure 103: Beer purchase behavior, by gender, August 2011
                                                                                                                                                                              • Figure 104: Beer purchase behavior, by gender and age, August 2011
                                                                                                                                                                            • Attitudes toward types of beer
                                                                                                                                                                              • Figure 105: Attitudes toward price, promotions, craft beer, and imported vs. domestic beer, by gender, August 2011
                                                                                                                                                                            • Incidence and frequency of drinking different types of beer
                                                                                                                                                                              • Figure 106: Incidence of drinking imported beer by type, by gender, January 2006-March 2011
                                                                                                                                                                              • Figure 107: Incidence and frequency of drinking different types of beer, by gender, August 2011
                                                                                                                                                                              • Figure 108: Incidence of drinking imported beer by type, by age, January 2006-March 2011
                                                                                                                                                                              • Figure 109: Incidence and frequency of drinking different types of beer, by age, August 2011
                                                                                                                                                                              • Figure 110: Beer drinking attitudes and behavior, by gender and age, August 2011
                                                                                                                                                                              • Figure 111: Incidence and frequency of drinking different types of beer, by household income, August 2011
                                                                                                                                                                              • Figure 112: Incidence and frequency of drinking different types of beer, by region, August 2011
                                                                                                                                                                            • Purchasing occasions
                                                                                                                                                                              • Figure 113: Attitudes toward price, promotions, craft beer, and imported vs. domestic beer, by gender, August 2011
                                                                                                                                                                            • Purchasing criteria
                                                                                                                                                                              • Figure 114: Important attributes when selecting beer, by employment, August 2011
                                                                                                                                                                            • Attitudes toward craft beer by craft beer drinkers
                                                                                                                                                                              • Figure 115: Attitudes toward craft beer among craft beer drinkers, August 2011
                                                                                                                                                                            • Attitudes toward craft beer among all beer drinkers
                                                                                                                                                                              • Figure 116: Attitudes toward craft beer, by gender and age, August 2011
                                                                                                                                                                              • Figure 117: Attitudes toward craft beer among all beer drinkers, by employment, August 2011
                                                                                                                                                                            • Impact of race and Hispanic origin
                                                                                                                                                                              • Figure 118: Incidence and frequency of drinking different types of beer, by race/Hispanic origin, August 2011
                                                                                                                                                                            • Attitudes toward beer by region
                                                                                                                                                                              • Figure 119: Attitudes toward price, promotions, craft beer, and imported vs. domestic beer, by region, August 2011
                                                                                                                                                                              • Figure 120: Attitudes toward price, promotions, craft beer, and imported vs. domestic beer, by urban area, August 2011
                                                                                                                                                                              • Figure 121: Beer purchase behavior, by region, August 2011
                                                                                                                                                                              • Figure 122: Beer purchase behavior, by urban area, August 2011
                                                                                                                                                                          • Appendix—Trade Associations

                                                                                                                                                                            Companies Covered

                                                                                                                                                                            • Anheuser Busch-InBev
                                                                                                                                                                            • Heineken USA Inc.
                                                                                                                                                                            • Modelo
                                                                                                                                                                            • Molson Coors (USA)
                                                                                                                                                                            • The Boston Beer Company Inc.

                                                                                                                                                                            Beer: The Consumer - US - November 2011

                                                                                                                                                                            £2,684.63 (Excl.Tax)