Abstract
This report is the second of two volumes. This volume focuses on imported beer for sale in the US. Volume sales figures are based on Mintel's analysis of volume sales data from Adams Beverage Group. Dollar sales figures are created by triangulating dollar sales data from IRI for beer sold through FDM with volume sales for all distribution channels from Adams Beverage Group. Consumer attitudes and behavior and perceptions about beer are gathered in exclusive consumer research conducted for this report. Key themes in this report include:
- According to an analysis of the Simmons NCS, the percentage of adult respondents who say they drink imported beer remained at about 26% of all adult respondents between 2001 and 2005. Sales growth, therefore, is due primarily to an increase in consumption among those who do drink imported beer. Imported beer sales increased on a dollar and volume basis between 2001 and 2006, to $18.6 (58% growth) billion and 375,000 cases (24% growth).
- Imported beer continues to sell well despite the stagnation of overall beer volume sales in the U.S. This is due in part to a shift in consumer preferences from domestic beer to imported beer. Imported beer is an "affordable luxury" is within the reach of a growing upper-middle class. Among respondents who bought beer in the last 30 days, roughly four in ten agree that imported beer tastes better and is of higher quality.
- Although sales have increased, imported beer faces stiff competition from distilled spirits and wine, especially among 21-24 year olds. Some 41% of respondents to Mintel's consumer survey, who drink imported beer but do not drink domestic beer, agree that they prefer wine and mixed drinks to beer.
- Mexican beer brands have gained share as a result of the growth of the Hispanic population, and should continue to make both market share gains and increased sales growth through 2011. However, Mexican beers may need to buttress branding for light beer, or develop new light beer products in the face of successful deployment of European premium light beer brands.
- Importers are giving increasing attention to the light beer segment of the market. While both regular imported beer and light beer sales are advancing, imported light beer sales are growing at nearly twice the rate of regular imported beer sales. A premium imported light sub-segment is emerging. Heineken Premium Light and Beck's Premier Light are the two leading premium light beers. From its initial launch as a sub-segment in 2005, premium light imported beer accounts for an estimated 14.2% of light imported dollar sales in 2006 (in FDM).
- The on-premises market can be a significant driver of off-premises sales. Over 40% of respondents to exclusive research conducted for this report buy a beer that they tried at a bar or restaurant as do nearly half of respondents aged 21-44. The on-premises channel serves as a trial/taste-test site and ultimately influences off-premises purchases and has boosted sales of Stella Artois, Blue Moon and other brands.
- Wal-Mart and other big box stores are becoming an increasingly important distribution channel for imported beer. About one in five respondents to Mintel's exclusive consumer research said they purchased imported beer at Wal-Mart or Costco. A stronger presence by these retailers will place additional price pressure to the market.
This report includes imported beer purchased for at-home (off-premises) consumption (products sold primarily in cans and bottles) and for on-premises consumption in bars, clubs and restaurants. The report includes imported light beer, but excludes domestic beer, no/low alcohol beer, hard ciders, and products brewed at home.
This report contains US IRI InfoScan data.
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