Beer: The Consumer US

Published: October 2011

Publisher: Mintel International Group Ltd

Product ref: 129748

Pages: 197

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Report description

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

Table of contents

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
APPENDIX: RESEARCH METHODOLOGY
CONSUMER RESEARCH
Primary Data Analysis
Sampling
Global Market Insite (GMI)
Secondary Data Analysis
Experian Simmons National Consumer Studies
Statistical Forecasting
Statistical modelling
Qualitative insight
The Mintel fan chart
Weather analogy

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Related research categories

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

By market: United States (in North America)