Beer: The Consumer - US - November 2010

About this report

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

Table of contents

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
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
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

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By sector: Beer (in Beer & Cider), Consumer (in Trends)

By market: United States (in North America)