Beer - US - December 2013
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- December 2013
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“Undoubtedly, the biggest competitive threat to beer brands is the likelihood that drinkers will opt for wine or spirits instead of beer. This presents beer brands with a challenge to attract drinkers who may otherwise select a different type of alcohol. Doing so will, in part, entail taking a few pages from wine and liquor marketers to better appeal to the most likely wine and spirit drinkers: younger consumers.”
– John N. Frank, Category Manager, Food & Drink
This report looks at the following areas:
The US beer market faces slow volume sales growth and only moderate dollar sales growth in 2013, flattened by competition from wine and liquor brands and a post-recession slow economy. Although an entire generation of enthusiastic drinkers—Millennials—is on the cusp of drinking age, other large demographics—Boomers and seniors—are growing older and decreasing their drinking frequency and volume. This report focuses on these factors, as well as the following:
This report also features analysis of Mintel’s exclusive consumer research, including changes in drinking consumption, reasons for drinking less, important factors in beer selection, attitudes and behaviors surrounding beer, and how race/Hispanic origin impact the market. This report also features analysis of the Simmons Consumer Studies, with attention to consumption of various types of beer, consumption frequency, and brand usage.
For the purposes of this report, Mintel has used the following definitions:
Domestic beer refers to all beer from suppliers that began producing beer as a domestic institution, regardless of whether the company is owned by a foreign corporation or beer is bottled outside of the US. While it will be analyzed as part of the overall domestic beer market, the craft or microbrew beer and corporate-owned craft-style beer segment of the domestic beer market is covered by Mintel in Craft Beer—US, November 2012 and will be looked at separately again in Craft Beer—US, June 2014.
Imported beer refers to all beer from suppliers that began producing the brand outside of the US, regardless of which parent company owns the brand or whether the beer is bottled in the US.
This report includes domestic beer purchased for at-home (“off-premise”) consumption (products sold primarily in cans and bottles) and “on-premise” consumption in bars, clubs, and restaurants. However, the primary focus of this report is off-premise beer sales and consumption.
The report covers:
While mentioned/discussed, excluded from the main scope of this report is the hard cider segment, as well as the flavored malt beverages segment. Also excluded from this report are no- or low-alcohol beer and products brewed at home from kits or ingredients.
This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:
What They Want. Why They Want It.
Who’s Winning. How To Stay Ahead.
Size, Segments, Shares And Forecasts: How It All Adds Up.
New Ideas. New Products. New Potential.
Where The White Space Is. How To Make It Yours.
What’s Shaping Demand – Today And Tomorrow.