Description

“The affordability, versatility and social nature of beer is driving another strong year of category growth, though intensifying competition among brands. Near-term success is dependent on brands’ ability to align with the new era of drinking occasions, meet increasing flavor expectations and prove value through both cost savings and experience.”

– Sydney Olson, Food and Drink Analyst

This Report looks at the following areas:

  • Alcohol consumption and frequency
  • Alcohol attitudes
  • Beer types purchased
  • Change in beer purchases
  • Occasions by beer type
  • Beer purchase factors

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Fan chart of total US sales and forecast of beer, at current prices, 2017-27
      • Figure 2: Total US sales and forecast of beer, at current prices, 2017-27
      • Figure 3: Beer category outlook, 2022-27
    • Opportunities and challenges
    • Value beyond the price point
      • Figure 4: Change in purchases, by beer type purchased, 2022
    • Low-alcohol beer may be better suited to address moderation
      • Figure 5: Alcohol attitudes – Select attitudes, 2022
    • Beer as a social sidekick
      • Figure 6: Social life attitudes, 2021
    • Turn attention to soda
      • Figure 7: Beverages bought instead, 2022
    • Use product versatility to compete against hard seltzers
      • Figure 8: Occasions by beer type – Select types, 2022
    • Rewriting branding strategies
      • Figure 9: Purchase factors, 2021-22
  3. Market Size and Forecast

    • Inflation conditions boost beer through 2023, before challenges set in
      • Figure 10: Fan chart of total US sales and forecast of beer, at current prices, 2017-27
      • Figure 11: Total US sales and forecast of beer, at current prices, 2017-27
  4. Segment Performance

    • Imports find their stride
    • Craft beer rebounds
    • Value is not synonymous to low price
      • Figure 12: Total US volume sales and forecast of beer and craft beer, by segment, 2017-25
  5. Market Factors

    • Spotlight beer amid inflation
      • Figure 13: impact of inflation on alcohol, 2022
    • Alcohol-free beer may be missing the moderation mark; look to low alcohol
      • Figure 14: Alcohol attitudes – Select attitudes, 2022
    • Growing need to tap into a diverse social sphere
      • Figure 15: Digital technology behavior, 2022
    • The rising threat of RTDs and the importance of flavor
      • Figure 16: Reasons for buying RTDs, 2021
    • The power of online platforms
      • Figure 17: Reasons for purchasing alcohol online
  6. Market Share/Key Players

    • Constellation continues to move in on leaders
    • Sales of beer by company
      • Figure 18: Multi-outlet sales of beer, by leading companies, rolling 52 weeks 2021 and 2022
    • Craft-style and specialty see gains in domestics
      • Figure 19: launches from growing domestic brands, 2022
      • Figure 20: Multi-outlet sales of domestic beer, by leading companies and brands, rolling 52 weeks 2021 and 2022
    • Modelo and Pacifico reign supreme in imports
      • Figure 21: Modelo and Pacifico launch perceptions, 2020-22
      • Figure 22: Multi-outlet sales of imported beer, by leading companies and brands, rolling 52 weeks 2021 and 2022
    • Cider’s slip continues; reinforce local
      • Figure 23: Hard cider hyperlocal posts
      • Figure 24: Multi-outlet sales of alcoholic ciders, by leading companies and brands, rolling 52 weeks 2021 and 2022
  7. Competitive Strategies and Market Opportunities

    • Category primed for format reimagination
      • Figure 25: Aluminium can package launches, 2022
    • Repaving the social road
      • Figure 26: Social life attitudes, 2021
      • Figure 27: posts supporting socialization, 2022
    • Counter health concerns with the value of unwinding
      • Figure 28: Mental health symptoms and behaviors, 2022
      • Figure 29: Social posts addressing mental health needs, 2022
    • Dogs are a beer drinker’s best friend
      • Figure 30: Social posts featuring dogs, 2022
    • Wearing your beer brand
      • Figure 31: Social posts featuring branded apparel, 2022
    • Cheers to hobbies of all kinds
      • Figure 32: Social posts featuring non-traditional hobbies, 2022
  8. The Beer Consumer – Fast Facts

    • Consumers are drinking more, but less often
    • Beer purchasers drive growth of retail alcohol
    • More purchases, but less quantity
    • Watch out for soda
    • Choice can be guided by strong occasion associations
    • The value of brand sees steep decline
  9. Alcohol Consumption and Frequency

    • More drinking, but less often
      • Figure 33: Consumption frequency, 2021-22
    • Encourage Gen Z to find a middle ground
      • Figure 34: Consumption frequency, generation Z, 2022
    • Beer brands must respond to frequency tension among men
      • Figure 35: Consumption frequency, by gender, 2022
  10. Alcohol and Beer Types Purchased

    • Beer competition starts within
      • Figure 36: Alcohol types purchased, 2020-22
    • Growth supported by category range
      • Figure 37: beer types purchased, 2022
    • Oldest age group only ones to not increase participation
      • Figure 38: Beer purchases, by age, 2021-22
  11. Change in Beer Purchases

    • Motivate greater purchase quantity per trip
      • Figure 39: Change in purchases, 2022
    • Impact of financial situation is not black and white
      • Figure 40: Change in purchases, by financial status, 2022
    • Value, flavor and health concepts are encouraging purchases
      • Figure 41: Change in purchases, by beer type purchased, 2022
    • Reasons for buying more
    • Pandemic-born drinking behavior persists, shift on the horizon
      • Figure 42: Reasons for buying more, 2022
    • Reasons for buying less
    • Chip away at beer’s reputation to reach health-minded buyers
      • Figure 43: Reasons for buying less, 2022
    • Go head-to-head with wine to reach opportunity audience
      • Figure 44: Reasons for buying less, by age, 2022
  12. Alternative Purchases

    • Ensure soda is on the competitive radar
      • Figure 45: Beverages bought instead, 2022
    • Opportunity for super-value beer
      • Figure 46: Beverages bought instead, by reasons for buying less beer, 2022
  13. Occasions by Beer Type

    • Imports is establishing its unique identity
      • Figure 47: Occasions by beer type– Select types, 2022
    • Find growth in occasion whitespaces
      • Figure 48: Occasions by beer type– Select types, 2022
    • Hard seltzers threaten party occasion, beer has benefit of duality
      • Figure 49: Occasions by beer type– Select types, 2022
  14. Purchase Factors

    • Importance of brand sees steep decline
      • Figure 50: Purchase factors, 2021-22
    • Young consumers are evolving the idea of branding
      • Figure 51: Purchase factors, by age, 2022
      • Figure 52: Truly campaign, 2022
    • Occasion-based positioning will resonate with women
      • Figure 53: Purchase factors, by gender, 2022
  15. Attitudes about Alcohol

    • Drinking in hits home
      • Figure 54: Attitudes about alcohol, 2022
    • Alcohol and health present a gendered challenge
      • Figure 55: Attitudes about alcohol, by gender, 2022
  16. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Consumer qualitative research
    • Marketing creative
    • Abbreviations and terms
    • Abbreviations
  17. Appendix – The Market

      • Figure 56: Total US sales and forecast of beer, craft beer, and alcoholic cider, at current prices, 2017-27
      • Figure 57: Total US sales and forecast of beer, craft beer, and alcoholic cider, at inflation-adjusted prices, 2017-27
      • Figure 58: Total US volume sales and forecast of beer and craft beer, 2017-25
      • Figure 59: Total US volume sales and forecast of beer and craft beer, by segment, 2017-25
      • Figure 60: Total US volume sales of beer and craft beer, by segment, 2020 and 2022
      • Figure 61: Total US volume sales and forecast of light beer, 2017-25
      • Figure 62: Total US volume sales and forecast of super-premium and premium beer, 2017-25
      • Figure 63: Total US volume sales and forecast of imported beer, 2017-25
      • Figure 64: Total US volume sales and forecast of craft beer, 2017-25
      • Figure 65: Total US volume sales and forecast of popular beer, 2017-25
      • Figure 66: Total US volume sales and forecast of ice beer, 2017-25
      • Figure 67: Total US volume sales and forecast of malt liquor 2017-25
      • Figure 68: US volume sales of beer, craft beer, and FMBs, by channel, 2017
  18. Appendix – Companies and Brands

      • Figure 69: Multi-outlet sales of beer, by leading companies, rolling 52 weeks 2021 and 2022
      • Figure 70: Multi-outlet sales of domestic beer, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 71: Multi-outlet sales of imported beer, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 72: Multi-outlet sales of alcoholic ciders, by leading companies and brands, rolling 52 weeks 2021 and 2022

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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