2021
0
China Beer Market Report 2021
2022-01-13T03:09:31+00:00
OX1049163
3695
146768
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Report
en_GB
“Rejuvenation and premiumisation have been the growth engines and development directions of beer brands. To differentiate products from the competition, brands need to target the increasingly segmented demands of different…

China Beer Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Rejuvenation and premiumisation have been the growth engines and development directions of beer brands. To differentiate products from the competition, brands need to target the increasingly segmented demands of different consumer groups, with more purist beer launches for males and more imaginative flavour innovation for females. Building a distinctive brand image is also important to make premiumisation and communication more convincing and attractive.”

– Rika Huang, Research Analyst

Key issues covered in this report

  • Growth strategies of beer brands
  • Key players’ differentiation marketing strategies
  • Changes in consumers’ consumption habits
  • Purchasing factors among beer drinkers
  • Consumers’ perceptions of beer and adjacent alcoholic segments

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this report
        • Covered in this report
          • Excluded
          • Executive Summary

              • The market
                • Figure 1: Retail sales volume and forecast of beer, China, 2016-2026
                • Figure 2: Retail sales value and forecast of beer, China, 2016-2026
                • Figure 3: Non-retail sales volume and forecast of beer, China, 2016-2026
              • Companies and brands
                • Differentiate from premiumising competition
                  • Establish distinctive brand image
                    • The consumer
                      • New beer piques interest
                        • Figure 4: Consumption behaviour of beer and related alcoholic drinks, 2021
                      • Original beer is popular but young and female consumption is uncertain
                        • Figure 5: Consumption behaviour by drinking trend, 2021
                      • Sparkling and cooling are appreciated features of beer
                        • Figure 6: Consumption purpose, 2021
                      • Stocking up rather than purchasing impulsively
                        • Figure 7: Purchase channel, 2021
                      • Communicate products through packaging, not formula parameters
                        • Figure 8: Purchase factors, 2021
                      • Consumers are pursuing innovative products with elevated images
                        • Figure 9: Attitudes towards beer by selected statements, 2021
                      • Learn from RTD cocktails and go trendy and premium
                        • Figure 10: Category perception for beer, 2021
                      • What we think
                      • Issues and Insights

                        • Engage the young generation with lower/zero alcoholic content
                          • The facts
                            • The implications
                                • Figure 11: Example of non-alcoholic beer, China, 2021
                                • Figure 12: Example of butterbeer guidance, China, 2021
                              • Polish an “ideal craft beer” for male consumers
                                • The facts
                                  • The implications
                                      • Figure 13: Goose Island VIP Barrel Room Tour, China,2021
                                      • Figure 14: Key content of Goose Island and On The Road Store cooperation video, China, 2021
                                    • Create a “beer moment” for female consumers
                                      • The facts
                                        • The implications
                                            • Figure 15: Example of Kronenbourg 1664’s communication of camping pairing, China, 2021
                                            • Figure 16: Example of beer bouquets guidance, China, 2021
                                            • Figure 17: Examples of sugar-free beer and alcohol-free beer, Japan, 2021
                                        • Market Size and Forecast

                                          • Retail volume remains resilient, with non-retail volume recovering in post COVID-19
                                            • Figure 18: Non-retail sales volume and forecast of beer, China, 2016-2026
                                            • Figure 19: Retail sales volume and forecast of beer, China, 2016-2026
                                          • Price hikes and premiumisation drive growth of retail sales value
                                            • Figure 20: Retail sales value and forecast of beer, China, 2016-2026
                                        • Market Factors

                                          • Higher-income reflects the potential of premiumisation
                                            • Figure 21: National personal disposable income, China, 2019-20
                                            • Figure 22: Usage of beer and related alcoholic drinks, by monthly personal income, 2021
                                          • Costs increase as the prices of barley and packaging materials rise
                                            • Figure 23: Global price of barley, 2020-21
                                          • Group standards for non-alcoholic beer released
                                          • Market Share

                                            • Premiumisation becomes the main battleground for leading brands
                                              • Allocating resources to offline markets
                                                • Figure 24: Leading brands’ shares of the retail value market, China, 2020-2021
                                            • Marketing Activities

                                              • Sports event endorsement increases awareness
                                                • Figure 25: Tsingtao Brewery’s “Fire Hops” campaign, China, 2021
                                                • Figure 26: Budweiser’s cooperation with Messi, China, 2021
                                              • Regional brands highlight local identity
                                                • Figure 27: Dali Beer’s “Chill Out” Campaign, China, 2021
                                              • Rejuvenation via connecting with niche culture
                                                • Figure 28: Budweiser’s Dare To Be Halloween Party, China, 2021
                                            • New Product Trends

                                              • Cater to low-alcohol consumption demand
                                                • Figure 29: Share of new beer products with less than 2.5% ABV and new products with less than 0.5% ABV, China, 2016-2021
                                                • Figure 30: Example of non-alcoholic beer, China, 2021
                                                • Figure 31: Example of butterbeer guidance, China, 2021
                                              • More imaginative flavour innovation
                                                • Figure 32: Share of unflavoured or plain new beer products, China, 2016-2021
                                                • Figure 33: Booming flavour subgroup of new beer products, China, 2016-2021
                                                • Figure 34: Examples of sea salt beer, China,2021
                                                • Figure 35: Examples of Chinese floral or tea flavour, China, 2021,
                                              • White beer soars
                                                • Figure 36: Share of white beer, China, 2016-2021
                                                • Figure 37: Example of white beer with communication of serving method, China, 2021
                                                • Figure 38: Texture description of white beer, China, 2016-2021
                                            • Consumption Behaviour

                                              • Regular beer dominates but new beers are promising
                                                • Figure 39: Consumption behaviour of beer and related alcoholic drinks, 2021
                                              • Young consumers reduced their consumption
                                                • Figure 40: Consumption behaviour by drinking trend, 2021
                                                • Figure 41: Consumption behaviour by drinking trend of original beer, gender and age groups, 2021
                                                • Figure 42: Consumption behaviour – drink less, by selected age group, 2021
                                                • Figure 43: Consumption behaviour – drink more, by selected age group, 2021
                                              • Fierce competition around young female alcohol consumption
                                                • Figure 44: Consumption behaviour of beer and related alcoholic drinks, by gender, 2021
                                                • Figure 45: Usage of beer and related alcoholic drinks-selected beer, by age and gender, 2021
                                            • Consumption Purpose

                                              • Highlight sparkling and cooling features
                                                • Figure 46: Consumption purpose, 2021
                                              • Antidote to greasy and spicy cuisine
                                                • Figure 47: Consumption purpose, by gender, 2021
                                                • Figure 48: Food pairing, 2021
                                                • Figure 49: Food pairing for original beer, by gender and age, 2021
                                              • Gender differences in consumption atmosphere preference
                                                • Figure 50: Budweiser “Unleash Your Party Animal” campaign. China, 2021
                                            • Purchase Channel

                                              • Retail channels show more resilience
                                                • Figure 51: Purchase channel, 2021
                                                • Figure 52: Purchase channels, selected channels, by generation groups, 2021
                                              • Males prefer non-retail channels
                                                • Figure 53: Purchase channel, selected channels, by gender, 2021
                                            • Purchase Factors

                                              • Highlighting unique taste and texture for beer products
                                                • Figure 54: Purchase factors, 2021
                                                • Figure 55: Example of packaging design innovation, 2020 & 2021
                                              • Males prefer purist offerings and females seek alternative beers
                                                • Figure 56: Purchase factors, by gender, 2021
                                            • Attitudes towards Beer

                                              • Imported no longer equates to good taste and high prices
                                                • Figure 57: Attitudes towards beer by selected statements, 2021
                                              • Trendy products benefit from viral social media trends
                                                • Figure 58: Attitudes towards beer-selected statements, 2021
                                                • Figure 59: Share of beer with seasonal claims, China,2016-2021
                                              • Craft beer has a good reputation
                                                • Figure 60: Attitudes towards beer-selected statements, 2021
                                              • Female consumers welcome zero sugar and zero calories
                                                • Figure 61: Attitudes towards beer-selected statements, 2021
                                                • Figure 62: Average energy per 100g/ml of sparkling drinks and beer, China, 2016-2021
                                                • Figure 63: Examples of sugar-free beer and alcohol-free beer, Japan, 2021
                                                • Figure 64: Example of Suntory beer with collagen, Japan, 2015-2019
                                                • Figure 65: New beer products with Low/No/Reduced Calorie, China, 2016-2021
                                            • Category Perception

                                              • Beer product lacks attached value
                                                • Figure 66: Category perception for beer, 2021
                                              • Hints from RTD Cocktail for beer to go trendy and premium
                                                  • Figure 67: Perception for beer and RTD cocktails, 2021
                                                  • Figure 68: Average RMB per 100ml/g of beer and RTD cocktail, 2016-2021
                                              • Appendix – Market Size and Forecast

                                                  • Figure 69: Retail sales value of beer, China, 2016-26
                                                  • Figure 70: Retail sales volume of beer, China, 2016-2026
                                                  • Figure 71: Non-retail sales volume of beer, China 2016-2026
                                              • Appendix – Methodology and Abbreviations

                                                • Methodology
                                                  • Abbreviations

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