Table of Content
SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Overview
The market
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
Market factors
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
Retail channels
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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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