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




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Product Synopsis

This report provides the results for the Beer, Cider and 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 and 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 and 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 andAle, Lager, and Low Alcohol Beer and 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 and Ale, Lager, and Low Alcohol Beer and 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 and 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 and 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 and Pre-Mixed Spirits market. The rest of the market is occupied by Low Alcohol Beer and Lager, and Beer and Ale.
  • Brand analysis reveals that while private label penetration is highest for Low Alcohol Beer and 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 and 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 and Pre-Mixed Spirits.