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

Published: October 2013
No. of Pages: 77
   

Synopsis

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.

Key Highlights

  • 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.

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

Table Of Contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Population Profiles (for interpretation of tables and charts)

2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international, program of online consumer surveys
2.3 Demographic groups tracking provides time series data

3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Beer, Cider and Pre-mixed Spirits Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Beer and Ale
3.2.2 Cider
3.2.3 Flavoured Alcoholic Beverages
3.2.4 Lager
3.2.5 Low Alcohol Beer and Lager
3.3 Behavioral Trends and Market Value
3.3.1 Beer and Ale
3.3.2 Cider
3.3.3 Flavoured Alcoholic Beverages
3.3.4 Lager
3.3.5 Low Alcohol Beer and Lager

4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Beer and Ale
4.1.2 Cider
4.1.3 Flavoured Alcoholic Beverages
4.1.4 Lager
4.1.5 Low Alcohol Beer and Lager
4.2 Consumer Profiles by Product Category
4.2.1 Beer and Ale
4.2.2 Cider
4.2.3 Flavoured Alcoholic Beverages
4.2.4 Lager
4.2.5 Low Alcohol Beer and Lager

5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Beer, Cider and Pre-mixed Spirits Brand Choice and Private Label Consumer Penetration
5.2.1 Beer and Ale
5.2.2 Cider
5.2.3 Flavoured Alcoholic Beverages
5.2.4 Lager
5.2.5 Low Alcohol Beer and Lager

6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Beer, Cider and Pre-mixed Spirits
6.1.2 Beer and Ale
6.1.3 Cider
6.1.4 Flavoured Alcoholic Beverages
6.1.5 Lager
6.1.6 Low Alcohol Beer and Lager

7 Consumption Impact: Market Valuation
7.1 Beer, Cider and Pre-mixed Spirits Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Beer, Cider and Pre-mixed Spirits Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Beer, Cider and Pre-mixed Spirits Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category

8 Retailer Choice and Category Share
8.1 Retailer Volume Share
8.1.1 Retailer Volume Share in Beer, Cider and Pre-mixed Spirits
8.2 Retailer Volume Share by Category
8.2.1 Retail Share by Volume - Beer and Ale
8.2.2 Retail Share by Volume - Cider
8.2.3 Retail Share by Volume - Flavoured Alcoholic Beverages
8.2.4 Retail Share by Volume - Lager
8.2.5 Retail Share by Volume - Low Alcohol Beer and Lager
8.3 Profiles of End-Consumers of Beer, Cider and Pre-mixed Spirits, by Retailer Used
8.3.1 CandS Wholesale Grocers
8.3.2 Costco
8.3.3 Kroger
8.3.4 Publix
8.3.5 Safeway
8.3.6 Supervalu
8.3.7 Wal-Mart
8.3.8 Other

9 Appendix
9.1 About Canadean
9.2 Disclaimer

List Of Tables

Table 1: Volume Units for the Beer, Cider and Pre-mixed Spirits Market
Table 2: United States Survey Respondent profile (weighted), 2012
Table 3: United States Beer, Cider and Pre-mixed Spirits Value Share (%), by Age Groups, 2012
Table 4: United States Beer, Cider and Pre-mixed Spirits Value Share (%), by Gender, 2012
Table 5: United States Beer, Cider and Pre-mixed Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Table 6: United States Beer, Cider and Pre-mixed Spirits Value Share (%) by Education Level Achieved Groups, 2012
Table 7: United States Beer, Cider and Pre-mixed Spirits Value Share (%) by Wealth Groups, 2012
Table 8: United States Beer, Cider and Pre-mixed Spirits Value Share (%) by Busy Lives Groups, 2012
Table 9: United States Beer and Ale Consumer Group Share (% market value), 2012
Table 10: United States Cider Consumer Group Share (% market value), 2012
Table 11: United States Flavoured Alcoholic Beverages Consumer Group Share (% market value), 2012
Table 12: United States Lager Consumer Group Share (% market value), 2012
Table 13: United States Low Alcohol Beer and Lager Consumer Group Share (% market value), 2012
Table 14: United States Total Beer and Ale Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: United States Total Cider Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: United States Total Flavoured Alcoholic Beverages Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: United States Total Lager Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: United States Total Low Alcohol Beer and Lager Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: United States Beer and Ale Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 20: United States Beer and Ale Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 21: United States Cider Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 22: United States Cider Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 23: United States Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 24: United States Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 25: United States Lager Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 26: United States Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 27: United States Low Alcohol Beer and Lager Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 28: United States Low Alcohol Beer and Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 29: United States Beer and Ale Consumer Profiles (% consumers by sub-group), 2012
Table 30: United States Cider Consumer Profiles (% consumers by sub-group), 2012
Table 31: United States Flavoured Alcoholic Beverages Consumer Profiles (% consumers by sub-group), 2012
Table 32: United States Lager Consumer Profiles (% consumers by sub-group), 2012
Table 33: United States Low Alcohol Beer and Lager Consumer Profiles (% consumers by sub-group), 2012
Table 34: United States Beer, Cider and Pre-mixed Spirits Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 35: United States Beer and Ale Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 36: United States Cider Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 37: United States Flavoured Alcoholic Beverages Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 38: United States Lager Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 39: United States Low Alcohol Beer and Lager Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 40: United States Beer, Cider and Pre-mixed Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 41: United States Beer and Ale: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 42: United States Cider: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 43: United States Flavoured Alcoholic Beverages: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 44: United States Lager: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 45: United States Low Alcohol Beer and Lager: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 46: United States Beer, Cider and Pre-mixed Spirits Market Value (US Dollar million), by Category, 2012
Table 47: United States Beer, Cider and Pre-mixed Spirits Market Volume (Ltrs m), by Category, 2012
Table 48: United States Beer, Cider and Pre-mixed Spirits Market Value (US$ million), by Category, 2012
Table 49: United States Beer, Cider and Pre-mixed Spirits Expenditure Per Capita (US Dollar), by Category, 2012
Table 50: United States Beer, Cider and Pre-mixed Spirits Expenditure Per Household (US Dollar), by Category
Table 51: United States Beer, Cider and Pre-mixed Spirits Market Volume (Ltr m)by Category, 2012
Table 52: United States Beer, Cider and Pre-mixed Spirits Consumption Per Capita (Ltr )by Category, 2012
Table 53: United States Beer, Cider and Pre-mixed Spirits Consumption Per Household (Ltr ) by Category, 2012
Table 54: United States Beer, Cider and Pre-mixed Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Table 55: United States Beer and Ale Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 56: United States Cider Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 57: United States Flavoured Alcoholic Beverages Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 58: United States Lager Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 59: United States Low Alcohol Beer and Lager Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 60: United States: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From CandS Wholesale Grocers (% by Subgroup, as tracked by the Survey), 2012
Table 61: United States: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2012
Table 62: United States: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2012
Table 63: United States: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Publix (% by Subgroup, as tracked by the Survey), 2012
Table 64: United States: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Safeway (% by Subgroup, as tracked by the Survey), 2012
Table 65: United States: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Supervalu (% by Subgroup, as tracked by the Survey), 2012
Table 66: United States: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 67: United States: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List Of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: United States Beer, Cider and Pre-mixed Spirits Value Share (%), by Age Groups, 2012
Figure 3: United States Beer, Cider and Pre-mixed Spirits Value Share (%), by Gender, 2012
Figure 4: United States Beer, Cider and Pre-mixed Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: United States Beer, Cider and Pre-mixed Spirits Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: United States Beer, Cider and Pre-mixed Spirits Value Share (%) by Wealth Groups, 2012
Figure 7: United States Beer, Cider and Pre-mixed Spirits Value Share (%) by Busy Lives Groups, 2012
Figure 8: United States Beer and Ale Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: United States Beer and Ale Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: United States Cider Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: United States Cider Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: United States Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: United States Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: United States Lager Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: United States Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: United States Low Alcohol Beer and Lager Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: United States Low Alcohol Beer and Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: United States Beer, Cider and Pre-mixed Spirits Market Value (US$ million), by Category, 2012
Figure 19: United States Beer, Cider and Pre-mixed Spirits Expenditure Per Capita (US$), by Category, 2012
Figure 20: United States Beer, Cider and Pre-mixed Spirits Expenditure Per Household (US$), by Category
Figure 21: United States Beer, Cider and Pre-mixed Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Figure 22: United States Beer and Ale Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 23: United States Cider Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 24: United States Flavoured Alcoholic Beverages Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 25: United States Lager Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 26: United States Low Alcohol Beer and Lager Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

Published By: Canadean
Product Code: Canadean10439


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