Beer: The Consumer US

Published by: Mintel International Group Ltd.

Published: Nov. 1, 2011 - 141 Pages

Table of Contents

SCOPE AND THEMES

What you need to know

Definition

Consumer survey data

Abbreviations and terms

Abbreviations

Terms

EXECUTIVE SUMMARY

Market drivers

Beer versus other alcoholic beverages

Trends in beer choices and volume consumption

Gender impact on consumption and type of beer

Impact of age on consumption and brand choices

Impact of household income on consumption and brand choice

Attitudes regarding beer

Beer purchasing

Attitudes toward craft beer

Impact of race and Hispanic origin

INSIGHTS AND OPPORTUNITIES—A CONSUMER-CENTRIC VIEW

Server training sells craft beer

The right vessel

Formal beer titles

Return on investment

INSPIRE INSIGHTS

Inspire Trend: “Nonstandard Society”

MARKET DRIVERS

Beer volume declines during 2008-10

Figure 1: U.S. beer volume sales, 2006-11

The poor economy drones on

Figure 2: Real GDP Growth, 2008-11

Figure 3: Real Disposable Personal Income, 1986-2011

Figure 4: Percentages of unemployed adults aged 16+, 2001-11

Figure 5: Unemployment status (seasonally adjusted) among civilian non-institutional population, by age,

gender, and race/Hispanic origin, October 2010-October 2011

Age impacts consumption patterns

Figure 6: Young adults’ beverage preferences

Millennials embrace wine

Figure 7: U.S. population aged 21 or older, 2006-16

Vodka is everywhere

Abstention

Figure 8: Alcohol abstention by sex and income

Figure 9: Alcohol consumption by education

Bright Spots

Hispanics love beer

Figure 10: Population aged 21 or older, by race and Hispanic origin, 2006-16

Figure 11: Types of beer consumed, by language(s) spoken at home

THE CONSUMER—BEER VERSUS OTHER ALCOHOLIC BEVERAGES

Key points

Beer consumer base grows between 2006 and 2011

Figure 12: Trends in beer consumption versus other alcoholic beverages, January 2006-March 2011 ...

Men outdrink women

Figure 13: Beer consumption versus other alcoholic beverages, by gender, February 2010-March 2011

Beer, the king of youth

Figure 14: Beer consumption versus other alcoholic beverages, by age, February 2010-March 2011

Booze and bucks

Figure 15: Beer consumption versus other alcoholic beverages, by household income, February 2010-

March 2011

Incidences and frequency of drinking beer, wine, and spirits

Special occasions

Niche categories

Figure 16: Incidence and frequency of drinking different types of alcoholic beverage, August 2011

TRENDS IN BEER CHOICES AND VOLUME CONSUMPTION

Key points

Incidence of drinking versus quantity

Figure 17: Incidence of personal beer consumption, by type of beer, January 2006-March 2011

Figure 18: Frequency of drinking different types of beer, January 2006-March 2011

GENDER IMPACT ON CONSUMPTION AND TYPES OF BEER

Key points

Men dominate beer consumption

Figure 19: Incidence of personal consumption of beer, by gender, February 2010-March 2011

Figure 20: Volume consumption of beer, by gender, February 2010-March 2011

Gender equality

Figure 21: Incidence of drinking different types of regular and light domestic beer by top brands, by gender,

February 2010-March 2011

Figure 22: Incidence of drinking different types of microbrew domestic beer by top brands, by gender, April

February 2010-March 2011

The feminine side of Corona Light

Figure 23: Incidence of drinking different types of regular and light imported beer by top brands, by gender,

February 2010-March 2011

Figure 24: Incidence of drinking malt liquor and flavored alcoholic beverages by top brands, by gender,

February 2010-March 2011

IMPACT OF AGE ON CONSUMPTION AND BRAND CHOICES

Key points

Young adults dominate beer

Figure 25: Incidence of personal consumption of beer, by type of beer, by age, February 2010-March 2011

Adults aged 55+ like ice beer, malt liquor

Figure 26: Volume consumption of beer, by age, February 2010-March 2011

Leading domestic beers

Coors versus Bud

Figure 27: Incidence of drinking different types of regular and light domestic beer by top brands, by age,

February 2010-March 2011

The growing craft movement

A crafty bar menu

Figure 28: Incidence of drinking different types of microbrew domestic beer by top brands, by age, February

2010-March 2011

Mexican imports dominate

Figure 29: Incidence of drinking different types of regular and light imported beer by top brands, by age,

February 2010-March 2011

Beer alternatives

Mike’s dominates flavored beverages

Figure 30: Incidence of drinking malt liquor and flavored alcoholic beverages by top brands, by age, February

2010-March 2011

IMPACT OF HOUSEHOLD INCOME ON CONSUMPTION AND BRAND CHOICE

Key points

Low income, low consumption

Not in the budget

Figure 31: Incidence of personal consumption of beer, by type, by household income, February 2010-March

2011

Figure 32: Volume consumption of beer, by household income, February 2010-March 2011

Domestic brands

Figure 33: Incidence of drinking different types of regular and light domestic beer by top brands, by household

income, February 2010-March 2011

Craft beer

Figure 34: Incidence of drinking different types of microbrew domestic beer by top brands, by household

income, February 2010-March 2011

Imported beer

Stella consumers

Figure 35: Incidence of drinking different types of regular and light imported beer by top brands, by household

income, February 2010-March 2011

IMPACT OF REGION

Key points

Attitudes and purchasing patterns

Myriad selection criteria

Figure 36: Beer drinking attitudes and behavior, by region, August 2011

Figure 37: Important attributes when selecting beer, by region, August 2011

Attitudes toward imports versus domestics

Figure 38: Attitudes toward price, promotions, imported vs. domestic beer, by region, August 2011

Figure 39: Attitudes toward price, promotions, imported vs. domestic beer, by urban area, August 2011

Attitudes toward craft beer

Urban culture

Figure 40: Attitudes toward craft beer among craft beer drinkers, by region, August 2011

Figure 41: Attitudes toward craft beer among craft beer drinkers, by urban area, August 2011

Figure 42: Attitudes toward craft beer among all beer drinkers, by region, August 2011

Figure 43: Attitudes toward craft beer among all beer drinkers, by urban area, August 2011

ATTITUDES REGARDING BEER

Key points

Of like minds

Figure 44: Beer drinking attitudes and behavior, August 2011

Figure 45: Beer drinking attitudes and behavior, by gender, August 2011

Figure 46: Beer drinking attitudes and behavior, by age, August 2011

Affluence and food pairings

Figure 47: Beer drinking attitudes and behavior, by household income, August 2011

ATTITUDES TOWARD TYPES OF BEER

Key points

Generation gap

Figure 48: Attitudes toward price, promotions, craft beer, and imported vs. domestic beer, by age,

August 2011

Income and employment

Figure 49: Attitudes toward price, promotions, craft beer, and imported vs. domestic beer, by household

income, August 2011

Figure 50: Attitudes toward price, promotions, craft beer, and imported vs. domestic beer, by employment,

August 2011

BEER PURCHASING BEHAVIOR

Key points

Brand loyalty

Figure 51: Beer purchase behavior, August 2011

Figure 52: Beer purchase behavior, by age, August 2011

Planning ahead

Figure 53: Beer purchase behavior, by household income, August 2011

Figure 54: Beer purchase behavior, by employment, August 2011

Purchasing occasions

Figure 55: Attitudes toward price, promotions, craft beer, and imported vs. domestic beer, by age, August 2011

Figure 56: Attitudes toward price, promotions, craft beer, and imported vs. domestic beer, by household

income, August 2011

Figure 57: Attitudes toward price, promotions, craft beer, and imported vs. domestic beer, by employment,

August 2011

PURCHASING CRITERIA

Key points

Taste rules

Figure 58: Important attributes when selecting beer, August 2011

Figure 59: Important attributes when selecting beer, by gender, August 2011

Figure 60: Important attributes when selecting beer, by age, August 2011

Figure 61: Important attributes when selecting beer, by household income, August 2011

ATTITUDES TOWARD CRAFT BEER

Key points

Attitudes toward craft beer among craft beer drinkers

All ages enjoy craft beer

Limited availability drives sales

Figure 62: Attitudes toward craft beer among craft beer drinkers, by gender, August 2011

Figure 63: Attitudes toward craft beer among craft beer drinkers, by age, August 2011

Figure 64: Attitudes toward craft beer among craft beer drinkers, by household income, August 2011

Attitudes toward craft beer among all beer drinkers

Education is crucial

Figure 65: Attitudes toward craft beer among all beer drinkers, by gender, August 2011

Figure 66: Attitudes toward craft beer among all beer drinkers, by age, August 2011

Figure 67: Attitudes toward craft beer among all beer drinkers, beer, by household income, August 2011

IMPACT OF RACE AND HISPANIC ORIGIN

Key points

Whites and Hispanics dominate beer

Blacks’ high consumption

Figure 68: beer consumption versus other alcoholic beverages, by race/Hispanic origin, February 2010-March

2011

Figure 69: Incidence of personal consumption of beer, by race/Hispanic origin, February 2010-March 2011

Figure 70: Volume consumption of beer, by race/Hispanic origin, February 2010-March 2011

Strongest beer brands

Domestics

Figure 71: Incidence of drinking different types of regular domestic beer by top brands, by race/Hispanic

origin, February 2010-March 2011

Imports

Figure 72: Incidence of drinking different types of regular and light imported beer by top brands, by

race/Hispanic origin, February 2010-March 2011

Malt liquor

Ethnic appeal

Figure 73: Incidence of drinking different malt liquor, by top brands, by race/Hispanic origin, February 2010-

March 2011

Ethnic attitudes regarding beer

Figure 74: Beer drinking attitudes and behavior, by race/Hispanic origin, August 2011

Figure 75: Beer purchase behavior, by race/Hispanic origin, August 2011

Figure 76: Important attributes when selecting beer, by race/Hispanic origin, August 2011

Ethnic outlook toward imports versus domestics

Hispanics and domestic beer

Figure 77: Attitudes toward price, promotions, imported vs. domestic beer, by race/Hispanic origin,

August 2011

Figure 78: Attitudes toward price, promotions, imported vs. domestic beer, by race/Hispanic origin,

August 2011

Ethnic attitudes toward craft beer

Figure 79: Attitudes toward craft beer among craft beer drinkers, by race/Hispanic origin, August 2011

Figure 80: Attitudes toward craft beer among all beer drinkers, by race/Hispanic origin, August 2011

CLUSTER ANALYSIS

Restricted Drinkers

Demographics

Characteristics

Opportunity

Budget Drinkers

Demographics

Characteristics

Opportunity

Beer Tasters

Demographics

Characteristics

Opportunity

Ubiquitous Drinkers

Demographics

Characteristics

Opportunity

Characteristic tables

Figure 81: Beer drinker clusters, August 2011

Figure 82: Incidence and frequency of drinking different types of beer, by beer drinker clusters, August 2011

Figure 83: Beer brands, by beer drinker clusters, August 2011

Figure 84: Beer drinking attitudes and behavior, by beer drinker clusters, August 2011

Figure 85: Important attributes when selecting beer, by beer drinker clusters, August 2011

Figure 86: Beer purchase behavior, by beer drinker clusters, August 2011

Figure 87: Attitudes toward price, promotions, imported vs. domestic beer, by beer drinker clusters,

August 2011

Figure 88: Attitudes toward craft beer among beer drinkers, by beer drinker clusters, August 2011

Demographic tables

Figure 89: Beer Drinker Clusters, by gender, August 2011

Figure 90: Beer Drinker Clusters, by age, August 2011

Figure 91: Beer Drinker Clusters, by education, August 2011

Figure 92: Beer Drinker Clusters, by household income, August 2011

Figure 93: Beer Drinker Clusters, by race, August 2011

Figure 94: Beer Drinker Clusters, by Hispanic origin, August 2011

Cluster methodology:

CUSTOM CONSUMER GROUP

Key points

Frequency of drinking different beer types

Figure 95: Incidence and frequency of drinking different types of beer, by Hispanic origin and age,

August 2011

Attitudes and behavior

Figure 96: Beer drinking attitudes and behavior, by race and age, August 2011

Figure 97: Beer drinking attitudes and behavior, by Hispanic origin and age, August 2011

Important beer qualities

Figure 98: Important attributes when selecting beer, by Hispanic origin and age, August 2011

Beer purchasing behavior

Figure 99: Beer purchase behavior, by race and age, August 2011

Figure 100: Beer purchase behavior, by Hispanic origin and age, August 2011

Attitudes toward craft beer

Figure 101: Attitudes toward craft beer, by race and age, August 2011

Figure 102: Attitudes toward craft beer, by Hispanic origin and age, August 2011

APPENDIX—OTHER USEFUL TABLES

Beer purchasing behavior

Figure 103: Beer purchase behavior, by gender, August 2011

Figure 104: Beer purchase behavior, by gender and age, August 2011

Attitudes toward types of beer

Figure 105: Attitudes toward price, promotions, craft beer, and imported vs. domestic beer, by gender,

August 2011

Incidence and frequency of drinking different types of beer

Figure 106: Incidence of drinking imported beer by type, by gender, January 2006-March 2011

Figure 107: Incidence and frequency of drinking different types of beer, by gender, August 2011

Figure 108: Incidence of drinking imported beer by type, by age, January 2006-March 2011

Figure 109: Incidence and frequency of drinking different types of beer, by age, August 2011

Figure 110: Beer drinking attitudes and behavior, by gender and age, August 2011

Figure 111: Incidence and frequency of drinking different types of beer, by household income, August 2011

Figure 112: Incidence and frequency of drinking different types of beer, by region, August 2011

Purchasing occasions

Figure 113: Attitudes toward price, promotions, craft beer, and imported vs. domestic beer, by gender,

August 2011

Purchasing criteria

Figure 114: Important attributes when selecting beer, by employment, August 2011

Attitudes toward craft beer by craft beer drinkers

Figure 115: Attitudes toward craft beer among craft beer drinkers, August 2011

Attitudes toward craft beer among all beer drinkers

Figure 116: Attitudes toward craft beer, by gender and age, August 2011

Figure 117: Attitudes toward craft beer among all beer drinkers, by employment, August 2011

Impact of race and Hispanic origin

Figure 118: Incidence and frequency of drinking different types of beer, by race/Hispanic origin, August 2011

Attitudes toward beer by region

Figure 119: Attitudes toward price, promotions, craft beer, and imported vs. domestic beer, by region,

August 2011

Figure 120: Attitudes toward price, promotions, craft beer, and imported vs. domestic beer, by urban area,

August 2011

Figure 121: Beer purchase behavior, by region, August 2011

Figure 122: Beer purchase behavior, by urban area, August 2011

APPENDIX—TRADE ASSOCIATIONS

APPENDIX: RESEARCH METHODOLOGY

CONSUMER RESEARCH

Primary Data Analysis

Sampling

Global Market Insite (GMI)

Secondary Data Analysis

Experian Simmons National Consumer Studies

Statistical Forecasting

Statistical modelling

Qualitative insight

The Mintel fan chart

Weather analogy

APPENDIX: WHAT IS MINTEL?

Mintel provides industry-leading market intelligence

Mintel Solutions:

Mintel Oxygen Reports

Mintel GNPD

Mintel Inspire

Mintel Beauty Innovation

Mintel Menu Insights

Mintel Research Consultancy

Mintel Comperemedia

Abstract

About MarketResearch.com
MarketResearch.com is an online aggregator selling over 400,000 market research reports, company profiles and country profiles from over 720 research firms. Our reports will provide you with the critical business and competitive intelligence you need for strategic planning and marketing research. Coverage includes the US, UK, Europe, Asia and global markets.