Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Imports a bright spot in U.S. beer market, yet sales growth has slowed each year since 2000
- Desire for “affordable luxuries,” changing consumer preferences, and demographic shifts influence sales
- Regular beer dominates, but there is a new focus on light beer
- Grupo Modelo, Heineken and InBev brands dominate the market
- Advertising spending increases selectively
- Diverse channels of distribution—will Wal-Mart soon be a player?
- Consumers like and are willing to pay premium price for imported beer
- Future success will depend on whether importers can maintain interest in the category and keep the cachet
Market Drivers
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- Beer Market Drivers
- Beer faces greater competition from spirits, wine and other beverage choices
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- Figure 1: Per capita consumption of beer*, distrilled spirits and wine in gallons per capita, 1998-2004
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- Figure 2: Share of beer, wine and distilled spirits by beverage alcohol consumption, dollar sales and ad spend, 2004
- Keeping beer top of mind
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- Figure 3: Economic contribution/impact of beer industry, 2004
- Figure 4: U.S. five-year prime-time spending trend for beer advertisers, 2000-04
- Demographic shifts create opportunities and threats to beer consumption levels
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- Figure 5: Americans who drank one or more alcoholic beverages in the past year, by age, 2003
- Targeting the twentysomethings
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- Figure 6: U.S. population projections, by age group, 2000-10
- Trends by generation
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- Figure 7: U.S. population, by generation, 2004 and 2010
- Hispanic population
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- Figure 8: U.S. population projections, by race and ethnicity, 2000-10
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- Figure 9: Distribution of race/Hispanic origin segments, by age, 2005
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- Figure 10: Index of Hispanic and all respondents incidence of drinking imported beer, by brand, 2004
- Import market drivers
- Facing competition from micro and craft beers
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- Figure 11: Top micro/craft brewing companies, by volume, 2002-04
- Direct competition from large domestic brewers
- Approaches to innovation
- Flavor infusion
- Repackaging encourages trial
- Imports are an affordable luxury—consumers want to ‘trade up’
- Imports go light
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- Figure 12: Sales of domestic light beer at FDM, at current and constant prices, 2000-05
- Import brewers intensify focus on U.S. and global markets
- Import Asia
- American brands abroad
- Import potential spurs investment
Market Size and Trends
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- Market size
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- Figure 13: Total U.S. retail sales of imported beer, at current and constant prices, 2000-05
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- Figure 14: Graph: Total U.S. retail sales of imported beer, at current and constant prices, 2000-05
- Figure 15: Total U.S. FDM retail sales of imported beer, at current and constant prices, 2000-05
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- Figure 16: Total U.S. volume sales of imported beer through all channels, 1999-2004
- Figure 17: Share of imported beer in the total U.S. beer market, by volume, 1999-2004
- Market trends
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- Figure 18: New product introductions for beer, 2001-05
- Keeping it cool:
- Forecast/predictions:
Market Segmentation
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- Segmentation by volume (on- and off-premises)
- Overview
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- Figure 19: Volume sales of imported beer, on- and off-premises, segmented by type, 2002 and 2004
- FDM Segmentation
- Overview
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- Figure 20: FDM Sales of imported beer, segmented by type, 2003 and 2005
- Regular beer
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- Figure 21: Sales of regular imported beer at FDM, at current and constant prices, 2000-05
- Light/low calorie beer
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- Figure 22: Sales of FDM imported light beer, at current and constant prices, 2000-05
- Non-alcoholic beer
Supply Structure
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- Foreign trade
- Imports
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- Figure 23: Beer imports by country/region 2002 and 2004
- Exports
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- Figure 24: Domestic beer exports by destination country/region 2002 and 2004
- Companies and brands
- Leading brand sales by volume
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- Figure 25: Brand sales of imported beer in the U.S., by volume, 2002 and 2004*
- Leading manufacturer sales at FDM
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- Figure 26: Manufacturer sales of imported beer through FDM in the U.S., 2003 and 2005*
- Brand sales at FDM
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- Figure 27: Manufacturer brand sales of imported beer through FDM in the U.S., 2003 and 2005*
- Light/low calorie sales at FDM
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- Figure 28: Manufacturer brand sales of light imported beer in the U.S. through FDM, 2003 and 2005
- Company profiles
- Grupo Modelo
- Grupo Modelo brand penetration profile
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- Figure 29: All import beer and Grupo Modelo brand penetration by select demographics, 2004
- Heineken USA
- Heineken brand penetration profile
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- Figure 30: All import beer and Heineken brand penetration by select demographics, 2004
- InBev
- InBev brand penetration profile
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- Figure 31: All import beer and InBev brand penetration by select demographics, 2004
- Diageo
- Diageo brand penetration profile
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- Figure 32: All import beer and Diageo brand penetration by select demographics, 2004
Advertising and Promotion
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- Introduction
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- Figure 33: Advertising expeditures by beverage alcohol segments ($000s), 2000-04
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- Figure 34: Advertising as a percentage of total sales by selected industry, estimated 2004 spending
- Figure 35: Selected advertising expenditures for beer by company/brand ($000s), 2003-2004
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- Figure 36: Top U.S. megabrand advertising categories, 2005
- Culture-driven campaigns
- Global promotions
- Advertising profiles
- Grupo Modelo/Gambrinus/Barton Beers
- Heineken USA
- InBev USA
Retail Distribution
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- Introduction
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- Figure 37: U.S. retail sales of imported beer, by channel, 2003 and 2005
- Liquor stores and convenience stores
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- Figure 38: Top ten categories for convenience store sales, April 2005
- Supermarkets
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- Figure 39: U.S. supermarket sales of imported beer, at current and constant prices, 2000-05*
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- Figure 40: Sales of food and beverage at natural product stores, by product type, 2004
The Consumer
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- Introduction
- Types of beer consumed
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- Figure 42: Types of beer consumed, by gender, January-September 2004
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- Figure 43: Types of beer consumed, by age, January-September 2004
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- Figure 44: Types of beer consumed, by household income, January-September 2004
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- Figure 45: Types of beer consumed, by race/ethnicity, January-September 2004
- Quantity of beer consumed
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- Figure 46: Number of beers consumed, by type, January-September 2004
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- Figure 47: Number of beers consumed, by type, January-September 2004
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- Figure 48: Average number of beers consumed in last 30 days, demographic profile, January-September 2004
- Brand preferences
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- Figure 49: Brands of imported beer consumed, by gender, January-September 2004
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- Figure 50: Brand of imported beer consumed, by age, January-September 2004
- Buying habits
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- Figure 51: Buying habits of imported beer drinkers, by gender, July 2005
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- Figure 52: Buying habits of imported beer drinkers, by household income, July 2005
- Attitudes toward imported beer
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- Figure 53: Attitudes toward imported beer, by gender, July 2005
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- Figure 54: Attitudes toward imported beer, by age, July 2005
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- Figure 55: Attitudes toward imported beer, by household income, July 2005
- Reasons for not drinking imported beer
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- Figure 56: Reasons for not drinking imported beer, by gender July 2005
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- Figure 57: Reasons for not drinking imported beer, by age, July 2005
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- Figure 58: Reasons for not drinking imported beer, by household income, July 2005
- Summary
Future and Forecast
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- Future trends
- Imported beer will continue to fight for market share as growth slows and wine and spirits continue to gain ground
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- Figure 59: Off-premises percent share of total beverage alcohol retail dollar sales, by segment, 2000-04
- Wellness, polyphenol and value added benefits
- Importers will pursue the light beer consumer
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- Figure 60: Sales of carb-conscious beer*, 2001-05
- Demographics are changing—Hispanics critical target market
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- Figure 61: U.S. population, by generation, 2004 and 2010
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- Figure 62: U.S. population Forecast, by race & ethnicity, 2004 and 2010
- Figure 63: Types of beer consumed, by race/ethnicity, January-September 2004
- Retail distribution will shift—Wal-Mart is a sleeping giant
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- Figure 64: Number of mass merchandiser retailers outlets, 2003-04
- Legal challenge to three-tier system
- Market Forecast
- Imported beer
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- Figure 65: Forecast of total U.S. retail sales of imported beer, at current and constant prices, 2005-10
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- Figure 66: Graph: Total U.S. retail sales of imported beer, 2000-05, and forecast, 2005-10
- Imported regular beer at FDM
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- Figure 67: Forecast of U.S. sales of imported regular beer at FDM, at current and constant prices, 2005-10
- Imported light/low calorie beer at FDM
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- Figure 68: Forecast of U.S. sales of imported light/low calorie beer at FDM, at current and constant prices, 2005-10
- Forecast factors
New Product Briefs
Appendix: Trade Associations
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