Table of Content
SCOPE AND THEMES
What you need to know
Consumer survey data
Abbreviations and terms
Dollar sales stay steady while beer volume fluctuates
Figure 1: Total U.S. retail sales and fan chart forecast of U.S. beer market, at current prices, 2007-17
Wine and spirits also attract curious alcohol drinkers
Consumers are cutting back on beer in the name of health
Figure 2: Top five attitudes and behaviors for reducing personal beer consumption, July 2012
Beer needs to encourage loyalty among growing population segments
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Domestic and imported beer brands continue to dominate the U.S. beer market despite a tumultuous beer period brought on by the economic downturn. While some beer segments have adapted to appeal to consumers throughout the recession, the overall beer market has declined since 2008.
In addition, some consumers exchanged loyalty for consumption across beer and alcohol categories, while another portion of adults are cutting back on alcohol overall. To identify the best strategies for growth, brewers need to analyze the strengths of each of their brands and consider adopting new marketing, product innovations, and price point adjustments. New brand introductions also need to be wary of a beer industry that offers thousands of options to experimental consumers.
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