“Chinese consumer spending has been hit by the economic slowdown; beer sales in China are also slowing, essentially caused by premiumisation (quality over quantity which has resulted in reduced volume sales) and unfavourable weather (eg a rainy summer and severe flooding influenced levels of beer production). In order to grow, the beer market in China demands diversification, which requires beer manufacturers to develop a wider variety of products, to suit different market segments and consumer tastes.”
Lei Li, Research Analyst
This report answers the following questions:
Who are the target consumers for beer with health and functional claims? How can premium and imported beer attract consumers creatively? How to attract young consumers?