USA Beer Market Insights 2012




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Product Synopsis

A detailed market research report on the USA beer industry. Researched and published by Canadean.

Introduction and Landscape

Why was the report written?

This report comprises high level market research data on the USA beer industry, published by Canadean. The report covers total market (on- and off-premise) and includes valuable insight and analysis on beer market trends, brands, brewers, packaging, distribution channels, market valuation and pricing.

What is the current market landscape and what is changing?

Beer consumption fell again in 2011, continuing the trend seen in previous years. Craft beer however, is becoming more popular as people turn towards a higher quality product. The management and timing of price increases was a core issue throughout the year as raw material and other input costs impacted on production prices.

What are the key drivers behind recent market changes?
While the indicators point to a slightly increased momentum for the economy compared to 2010, the employment situation still remains quite fragile. Consumer spending remained tepid at best, growing by just 0.1%, while disposable income was flat, and capital spending by businesses fell further. The all-item consumer price index rose by 3% in 2011, with a fall in the energy price index in the final quarter helping to bring the rate down. Food prices were up by 4.7% during the year and commodity costs are expected to remain high and volatile well into 2012.

What makes this report unique and essential to read?
The USA Beer Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the Beer market. The report provides a much more granular and detailed data set than our competitors. All data has been researched, brand upwards, by an experienced on-the-ground industry analyst who conducts face-to-face interviews with key producers, leading companies in allied industries, distributors and retailers.

Key Features and Benefits
  • This report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the USA Beer industry. Data includes volumes from 2007 to 2011 plus forecasts for 2012, enabling historical and current trend analysis.
  • This report provides readers with in-depth market segmentation: mainstream, premium, super premium, discount, alcoholic strength, local segmentation, beer type.
  • This report provides data and analysis of the performance of both domestic and imported brands and reports on new product activity in 2011.
  • This report provides an analysis of industry structure, reports on company volumes and contains brewer profiles for ten major brewers
  • This report provides distribution channel data (on- vs off-premise) and discusses the latest trends in the key sub-channels. Packaging data includes consumption volumes by pack material, type, size, refillable vs non-refillable, multi-serve vs single serve. Market valuation data and pricing data, including beer consumption by price segment/distribution channel and selected consumer beer prices are also included.

Key Market Issues
  • The management and timing of price increases was a core issue throughout the year as raw material and other input costs impacted on production prices.
  • Competitive strategies meant that those that did not increase retail prices benefitted from consumer switching, as prices remained a key issue for economically- challenged consumers.
  • Several craft brewers were forced to seek outside help with bottling or production during the high season.
  • The number of new product introductions is proving to be a headache for beer retailers as the variety of craft and specialty beers and the number of new pack variants continues to proliferate.
  • Beer consumption fell by 1.6% in 2011 as blue collar workers who represent the core of US beer drinkers continued to experience high levels of unemployment and pressure on their disposable incomes.

Key Highlights
  • Some higher priced segments of the beer market, such as craft beers, imports and ciders (the latter is not included in this report's data), continue to show substantial growth.
  • Despite the growth in these higher priced segments, as in the lower priced segments, there is an observable trend of people preferring at home consumption over on-premise.
  • At the same time there is evidence to suggest that premium beer buyers are less loyal to individual brands and are more experimental, more readily switching between craft, import and super-premium brands, with craft beers in particular gaining share from drinkers of other beer types.
  • Beer consumption is expected to fall by a further 1.2% and is unlikely to recover its former momentum until the economy does.
  • Some of the trends expected are the increase in seasonal and limited time products, craft beers being produced in cans, breweries moving to larger can and bottle sizes, and the possibility of imported beers switching to US production, under license.