This report provides the results for the Beer, Cider and Pre-mixed Spirits market in the US 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 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 the economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008-2009 the retail market has been characterized by an increase in the amount of discounted and own-brand products. Beer, Ciders, and Pre-Mixed Spirits 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: Lager, Beer and Ale, Flavoured Alcoholic Beverages, Cider, and Low Alcohol Beer andLager.
- 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, based upon the original survey and then subsequent consumer tracking and modeling.
Key Market Issues
- In the US Beer, Cider, and Pre-Mixed Spirits market, Cider emerged as the least preferred drink across all age groups, with the majority of respondents across falling in to the Non-User category. There is tremendous scope for companies to improve the penetration of Cider in the US market.
- After Lager, Flavoured Alcoholic Beverages is the second most popular category in the US Beer, Cider, and Pre-Mixed Spirits market. Within the Flavoured Alcoholic Beverage category, the share of Heavy users is highest among Early Young Adults and lowest among Older Consumers. Beer, Cider, and Pre-Mixed Spirits consumption can be strongly habitual and, as such, older consumer groups are less likely to register strong consumption in the recently launched Flavoured Alcoholic Beverages category as they have already decided on a range of favourite beverages.
- The US Low Alcohol Beer and Lager market is very small compared to the Lager market in both value and volume terms. This indicates that alcohol is an important component of US consumers' drinking habits, with those not wishing to consume beer opting for Soft Drinks rather than Low Alcohol Beer And Lager.
- Analysis of the US Beer, Cider, and Pre-Mixed Spirits market by wealth group reveals that the Affluent income group accounts for the consumption of more Beer, Cider, and Pre-Mixed Spirits than other wealth groups in value terms.
- In value terms, Older Consumers constitute the largest share of the overall US Beer, Cider, and Pre-Mixed Spirits market, while the second-largest age group by value was Older Young Adults. These two age groups are affected by different trends and, as such, producers should be careful not to target both groups with the same products and marketing messages.
- Urban consumers account for a disproportionally large share of the US Beer, Cider, and Pre-Mixed Spirits market; urban consumers account for 70% of the market by value, despite accounting for 64% of the population. This indicates urban consumers are purchasing greater amounts of premium-priced Beer, Cider, and Pre-Mixed Spirits.