The Chinese Beer, Cider & Pre-mixed Spirits Market: What Consumers Drink and Why?

Published: October 2013

Publisher: Canadean Ltd

Product ref: 185344

Pages: 66

Format: PDF

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Price: $ 3995.00

Report description

Product Synopsis
This report provides the results for the Beer, Cider & Pre-mixed Spirits market in China from Canadean’s unique, highly detailed study of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as organized retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape
Why was the report written?
Marketers in the Beer, Cider & Pre-mixed Spirits market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Beer, Cider & Pre-mixed Spirits market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As consumer confidence increases with economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the organized retail market has been characterized by an increase in the amount of discounted and own-brand products. While the Chinese market has continued to grow positively over this period, it has still been affected by lower consumer confidence. Beer &Ale, Lager, and Low Alcohol Beer & Lager are not considered essential items and therefore consumption patterns have been negatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.

What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits
Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Beer & Ale, Lager, and Low Alcohol Beer & Lager.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level in organized sector, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues
Consumption of Low Alcohol Beer & Lager is yet to take-off with younger Chinese consumers. For instance, less than 7% of Chinese Early Young Adults record a Heavy consumption frequency, compared with 18% of Mid-Lifers.

Despite accounting for only 13% of the total population, consumers with a Tertiary (1st stage) education account for 60% of the Beer & Pre-Mixed Spirits market by value. This makes them the most important demographic in the Chinese market.

Key Highlights
Market value analysis reveals that lager alone accounts for 95% of the Beer & Pre-Mixed Spirits market. The rest of the market is occupied by Low Alcohol Beer & Lager, and Beer & Ale.

Brand analysis reveals that while private label penetration is highest for Low Alcohol Beer & Lager, it is lowest for Lager, with 9.5% penetration in market.

Increased health consciousness and evolving lifestage patterns have the largest influence on Chinese consumers’ purchase of Beer & Pre-Mixed Spirits. The importance of Health shows that factors such as alcohol content and calories are important factors driving Chinese consumers’ choices of Beer & Pre-Mixed Spirits.

Table of contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international, program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Beer, Cider & Pre-mixed Spirits Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Beer & Ale
3.2.2 Lager
3.2.3 Low Alcohol Beer & Lager
3.3 Behavioral Trends and Market Value
3.3.1 Beer & Ale
3.3.2 Lager
3.3.3 Low Alcohol Beer & Lager
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Beer & Ale
4.1.2 Lager
4.1.3 Low Alcohol Beer & Lager
4.2 Consumer Profiles by Product Category
4.2.1 Beer & Ale
4.2.2 Lager
4.2.3 Low Alcohol Beer & Lager
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Beer, Cider & Pre-mixed Spirits Brand Choice and Private Label Consumer Penetration
5.2.1 Beer & Ale
5.2.2 Lager
5.2.3 Low Alcohol Beer & Lager
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Beer, Cider & Pre-mixed Spirits
6.1.2 Beer & Ale
6.1.3 Lager
6.1.4 Low Alcohol Beer & Lager
7 Consumption Impact: Market Valuation
7.1 Beer, Cider & Pre-mixed Spirits Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Beer, Cider & Pre-mixed Spirits Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Beer, Cider & Pre-mixed Spirits Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share of Organized Retail
8.1 Retailer Volume Share Of Organized Retail
8.1.1 Retailer Volume Share in Beer, Cider & Pre-mixed Spirits Of Organized Retail
8.2 Retailer Volume Share by Category of Organized Retail
8.2.1 Retail Share by Volume - Beer & Ale
8.2.2 Retail Share by Volume - Lager
8.2.3 Retail Share by Volume - Low Alcohol Beer & Lager
8.3 Profiles of End-Consumers of Beer, Cider & Pre-mixed Spirits, by Retailer Used
8.3.1 A-Best Supermarket Co., Ltd
8.3.2 Carrefour China
8.3.3 Dashang Group
8.3.4 Metro Cash & Carry
8.3.5 New Cooperation Joint-stock trade chain CO., Ltd.
8.3.6 Tesco China
8.3.7 Trust Mart
8.3.8 Wal-Mart Super center, China
8.3.9 Wuhan Zhongbai Group Co., Ltd.
8.3.10 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables
Table 1: Volume Units for the Beer, Cider & Pre-mixed Spirits Market
Table 2: Foreign Exchange Rate - CNY vs. USD
Table 3: China Survey Respondent profile (weighted), 2012
Table 4: China Beer, Cider & Pre-mixed Spirits Value Share (%), by Age Groups, 2012
Table 5: China Beer, Cider & Pre-mixed Spirits Value Share (%), by Gender, 2012
Table 6: China Beer, Cider & Pre-mixed Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: China Beer, Cider & Pre-mixed Spirits Value Share (%) by Education Level Achieved Groups, 2012
Table 8: China Beer, Cider & Pre-mixed Spirits Value Share (%) by Wealth Groups, 2012
Table 9: China Beer, Cider & Pre-mixed Spirits Value Share (%) by Busy Lives Groups, 2012
Table 10: China Beer & Ale Consumer Group Share (% market value), 2012
Table 11: China Lager Consumer Group Share (% market value), 2012
Table 12: China Low Alcohol Beer & Lager Consumer Group Share (% market value), 2012
Table 13: China Total Beer & Ale Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: China Total Lager Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: China Total Low Alcohol Beer & Lager Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: China Beer & Ale Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: China Beer & Ale Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: China Lager Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: China Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: China Low Alcohol Beer & Lager Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: China Low Alcohol Beer & Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: China Beer & Ale Consumer Profiles (% consumers by sub-group), 2012
Table 23: China Lager Consumer Profiles (% consumers by sub-group), 2012
Table 24: China Low Alcohol Beer & Lager Consumer Profiles (% consumers by sub-group), 2012
Table 25: China Beer, Cider & Pre-mixed Spirits Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: China Beer & Ale Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: China Lager Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: China Low Alcohol Beer & Lager Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 29: China Beer, Cider & Pre-mixed Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: China Beer & Ale: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: China Lager: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: China Low Alcohol Beer & Lager: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 33: China Beer, Cider & Pre-mixed Spirits Market Value (Yuan Renminbi million), by Category, 2012
Table 34: China Beer, Cider & Pre-mixed Spirits Market Value (US$ million), by Category, 2012
Table 35: China Beer, Cider & Pre-mixed Spirits Market Volume by Category, 2012
Table 36: China Beer, Cider & Pre-mixed Spirits Market Value (US$ million), by Category, 2012
Table 37: China Beer, Cider & Pre-mixed Spirits Expenditure Per Capita (Yuan Renminbi), by Category, 2012
Table 38: China Beer, Cider & Pre-mixed Spirits Expenditure Per Capita (US$), by Category, 2012
Table 39: China Beer, Cider & Pre-mixed Spirits Expenditure Per Household (Yuan Renminbi), by Category
Table 40: China Beer, Cider & Pre-mixed Spirits Expenditure Per Household (US$), by Category
Table 41: China Beer, Cider & Pre-mixed Spirits Market Volume (Ltr m) by Category, 2012
Table 42: China Beer, Cider & Pre-mixed Spirits Consumption Per Capita (Ltr )by Category, 2012
Table 43: China Beer, Cider & Pre-mixed Spirits Consumption Per Household (Ltm )by Category, 2012
Table 44: China Beer, Cider & Pre-mixed Spirits Survey-tracked Retailer Shares Of Organized Retail by Volume (% of Ltrs m), 2012
Table 45: China Beer & Ale Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
Table 46: China Lager Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
Table 47: China Low Alcohol Beer & Lager Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
Table 48: China: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From A-Best Supermarket Co., Ltd (% by Subgroup, as tracked by the Survey), 2012
Table 49: China: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Carrefour China (% by Subgroup, as tracked by the Survey), 2012
Table 50: China: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Dashang Group (% by Subgroup, as tracked by the Survey), 2012
Table 51: China: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Metro Cash & Carry (% by Subgroup, as tracked by the Survey), 2012
Table 52: China: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From New Cooperation Joint-stock trade chain CO., Ltd. (% by Subgroup, as tracked by the Survey), 2012
Table 53: China: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Tesco China (% by Subgroup, as tracked by the Survey), 2012
Table 54: China: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Trust Mart (% by Subgroup, as tracked by the Survey), 2012
Table 55: China: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Wal-Mart Super center, China (% by Subgroup, as tracked by the Survey), 2012
Table 56: China: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Wuhan Zhongbai Group Co., Ltd. (% by Subgroup, as tracked by the Survey), 2012
Table 57: China: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures
Figure 1: Consumer Trends Report Methodology
Figure 2: China Beer, Cider & Pre-mixed Spirits Value Share (%), by Age Groups, 2012
Figure 3: China Beer, Cider & Pre-mixed Spirits Value Share (%), by Gender, 2012
Figure 4: China Beer, Cider & Pre-mixed Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: China Beer, Cider & Pre-mixed Spirits Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: China Beer, Cider & Pre-mixed Spirits Value Share (%) by Wealth Groups, 2012
Figure 7: China Beer, Cider & Pre-mixed Spirits Value Share (%) by Busy Lives Groups, 2012
Figure 8: China Beer & Ale Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: China Beer & Ale Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: China Lager Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: China Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: China Low Alcohol Beer & Lager Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: China Low Alcohol Beer & Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: China Beer, Cider & Pre-mixed Spirits Market Value (US$ million), by Category, 2012
Figure 15: China Beer, Cider & Pre-mixed Spirits Expenditure Per Capita (US$), by Category, 2012
Figure 16: China Beer, Cider & Pre-mixed Spirits Expenditure Per Household (US$), by Category
Figure 17: China Beer, Cider & Pre-mixed Spirits Survey-tracked Retailer Of Organized Retail Shares by Volume (% of Ltrs m), 2012
Figure 18: China Beer & Ale Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
Figure 19: China Lager Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
Figure 20: China Low Alcohol Beer & Lager Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012

Price: $ 3995.00

Related research categories

By sector: Spirits, Beer (in Beer & Cider), Cider (in Beer & Cider), General drinks

By market: China (in Asia), China (in BRICM)