Abstract
REPORT COVERAGE
This report reviews characteristics, trends and developments over the 2001 to
2007 period in the beer market and industry of the People' s Republic of China,
and gives forecasts of market performance to 2012. The emphasis is on the
retail market and the major industry players.
This report covers the market for beer in the People' s Republic of China. The report covers the following sectors:
- Standard lagers
- Brown ales
- Stout
- Speciality beers.
KEY REPORT FEATURES
This recently updated report includes:
- An overview of China' s total food market with sales statistics up to 2007;
- The total value of the beer market, including sector and channel (retail v
HoReCa) breakdown, up to 2007;
- Value provincial and urban/rural breakdown, up to 2007;
- Market share analysis of the beer market;
- Retail pricing trends for beer products by province up to 2007, and by
sector (2008);
- Volume & value forecast total beer market in China up to 2012;
- Statistical analysis of China' s advertising, marketing and consumer trends;
- Key manufacturer profiles and financials;
- Key contacts & trade events;
- Overview of China' s demographics and macroeconomics.
Executive Summary
- The Chinese beer market has grown at an astounding pace in recent years,
spurred on by the massive levels of foreign investment in the market, along
with the rise in the average levels of consumer spending in China, thanks to
the economic reform policies of the government.
- China has now overtaken the US to become the largest national beer market
in the world. Thus China is an important market, which needs to be understood
more clearly.
- China is a complex market, varying widely from region to region. Indeed,
the country can be described as a collection of regional markets, with very
few companies able to operate on a truly national level.
- The brewing industry has been one of those quickest to modernise in China,
and can be seen as a yardstick upon which other industries in China will model
themselves.
- Despite its huge market size, there remains great scope for development,
and many new opportunities are still available in China. Per capita beer
consumption in China has grown to near parity with other regional market, and
so development in the market will in future rely much more on raising the
average value of purchases, and persuading Chinese consumers (especially the
growing ranks of urban middle-income consumers) to trade-up to premium
products and brands. Thus the market has switched from simply achieving
national and regional volume capacity to fill the market, towards developing
national and regional brand share.
- To this end, the consolidation in the industry continues, and this
increasingly means significant mergers and acquisitions between leading
players in the market, most notably the acquisition of US brewer
Anheuser-Busch by InBev, which was a strategic move, apart from benefits in
other regional markets worldwide, to secure a leading share of the still
rapidly growing Chinese market.
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