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市場調査レポート

中国のビール・シードル・プレミックススピリッツ市場:消費者が好む製品とその理由

The Chinese Beer, Cider and Pre-mixed Spirits Market: What Consumers Drink and Why?

発行 Canadean 商品コード 289241
出版日 ページ情報 英文 66 Pages
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中国のビール・シードル・プレミックススピリッツ市場:消費者が好む製品とその理由 The Chinese Beer, Cider and Pre-mixed Spirits Market: What Consumers Drink and Why?
出版日: 2013年10月31日 ページ情報: 英文 66 Pages
概要

中国のビール・シードル・プレミックススピリッツ市場のうち95%がラガービールが占め、ついで低アルコールビール・ラガー、ビール&エールの順となっています。消費者構造を学歴別に見ると、大卒の消費者(人口比では僅か13%)が消費量の60%を占めています。

当レポートでは、中国のビール、シードルおよびプレミックススピリッツの市場における消費者の購入行動と市場全体への影響について分析し、中国の消費者の構造・特性や、グループ別および製品カテゴリー別の市場規模・シェア、ナショナル/プライベートブランドの普及度、主な小売業者別の市場動向などを調査して、その結果を概略以下の構成でお届けします。

第1章 イントロダクション

第2章 分析手法

第3章 消費者の分類、グループ別の市場規模、市場動向への影響

  • コホート群とビール・シードル・プレミックススピリッツ市場の売上高
    • 年齢層別グループ
    • 男女別グループ
    • 地域別グループ
    • 教育水準別グループ
    • 資産別グループ
    • 生活の多忙度別グループ
  • コホート群とカテゴリー別の売上高
    • ビール・エール
    • ラガービール
    • 低アルコールビール・ラガー
  • 消費行動の傾向と売上高
    • ビール・エール
    • ラガービール
    • 低アルコールビール・ラガー

第4章 消費量の分析

  • 年齢層別・男女別の消費頻度
    • ビール・エール
    • ラガービール
    • 低アルコールビール・ラガー
  • 製品カテゴリー別の消費者のプロファイル
    • ビール・エール
    • ラガービール
    • 低アルコールビール・ラガー

第5章 ナショナルブランドとプライベートブランドの普及度

  • ナショナルブランドとプライベートブランドの浸透度
    • カテゴリー別の動向
  • ビール・シードル・プレミックススピリッツ市場でのブランドの選択と、プライベートブランドの消費者への普及度
    • ビール・エール
    • ラガービール
    • 低アルコールビール・ラガー

第6章 流行の影響を受ける消費者の比率

  • 消費者の製品選択の傾向と促進要因
    • ビール・シードル・プレミックススピリッツ全体
    • ビール・エール
    • ラガービール
    • 低アルコールビール・ラガー

第7章 消費行動の影響:市場規模の評価

  • 消費者の消費行動の、ビール・シードル・プレミックススピリッツ市場の売上高への影響
    • カテゴリー別の市場規模
    • カテゴリー別の売上高
  • ビール・シードル・プレミックススピリッツ市場の売上高の分析:カテゴリー別
    • 売上高:カテゴリー別
    • 1人当たり支出額:カテゴリー別
    • 1世帯当たり支出額:カテゴリー別
  • 消費者行動の動向と、ビール・シードル・プレミックススピリッツの市場規模への影響
    • 市場規模(総消費量):カテゴリー別
    • 1人当たり消費量:カテゴリー別
    • 1世帯当たり消費量:カテゴリー別

第8章 組織的小売業の選択と、カテゴリー別シェア

  • 組織的小売店の売上高シェア
    • ビール・シードル・プレミックススピリッツ市場における組織的小売店の市場シェア
  • 組織的小売店の販売量シェア:カテゴリー別
    • ビール・エール
    • ラガービール
    • 低アルコールビール・ラガー
  • ビール・シードル・プレミックススピリッツの最終消費者のプロファイル:小売店別
    • A-Best Supermarket Co., Ltd
    • Carrefour China
    • Dashang Group
    • Metro Cash and Carry
    • New Cooperation Joint-stock trade chain CO., Ltd.
    • Tesco China
    • Trust Mart
    • Wal-Mart Super center, China
    • Wuhan Zhongbai Group Co., Ltd.
    • その他

第9章 付録

図表一覧

目次
Product Code: CS0564IS

This report provides the results for the Beer, Cider and Pre-mixed Spirits market in China from Canadean's unique, highly detailed study of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as organized retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?

Marketers in the Beer, Cider and Pre-mixed Spirits market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Beer, Cider and Pre-mixed Spirits market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases with economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008-2009 the organized retail market has been characterized by an increase in the amount of discounted and own-brand products. While the Chinese market has continued to grow positively over this period, it has still been affected by lower consumer confidence. Beer andAle, Lager, and Low Alcohol Beer and Lager are not considered essential items and therefore consumption patterns have been negatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.

What are the key drivers behind recent market changes?

Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Beer and Ale, Lager, and Low Alcohol Beer and Lager.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level in organized sector, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

Consumption of Low Alcohol Beer and Lager is yet to take-off with younger Chinese consumers. For instance, less than 7% of Chinese Early Young Adults record a Heavy consumption frequency, compared with 18% of Mid-Lifers.

Despite accounting for only 13% of the total population, consumers with a Tertiary (1st stage) education account for 60% of the Beer and Pre-Mixed Spirits market by value. This makes them the most important demographic in the Chinese market.

Key Highlights

Market value analysis reveals that lager alone accounts for 95% of the Beer and Pre-Mixed Spirits market. The rest of the market is occupied by Low Alcohol Beer and Lager, and Beer and Ale.

Brand analysis reveals that while private label penetration is highest for Low Alcohol Beer and Lager, it is lowest for Lager, with 9.5% penetration in market.

Increased health consciousness and evolving lifestage patterns have the largest influence on Chinese consumers' purchase of Beer and Pre-Mixed Spirits. The importance of Health shows that factors such as alcohol content and calories are important factors driving Chinese consumers' choices of Beer and Pre-Mixed Spirits.

Table of Contents

1. Introduction

  • 1.1. What is this Report About?
  • 1.2. Definitions
    • 1.2.1. Consumer Trends
    • 1.2.2. Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
    • 1.2.3. End Consumers
    • 1.2.4. Volume Units and Aggregations
    • 1.2.5. Exchange Rates
    • 1.2.6. Population Profiles (for interpretation of tables and charts)

2. Methodology

  • 2.1. Introduction
  • 2.2. Initial data are based on a large scale, international, program of online consumer surveys
  • 2.3. Demographic groups tracking provides time series data

3. Consumer Segmentation, Group Value and Trend Influence

  • 3.1. Cohort Groups and Beer, Cider and Pre-mixed Spirits Market Value
    • 3.1.1. Age Groups
    • 3.1.2. Gender Groups
    • 3.1.3. Location Groups
    • 3.1.4. Education Achieved Groups
    • 3.1.5. Wealth Groups
    • 3.1.6. Busy Lives Groups
  • 3.2. Cohort Groups and Market Value by Category
    • 3.2.1. Beer and Ale
    • 3.2.2. Lager
    • 3.2.3. Low Alcohol Beer and Lager
  • 3.3. Behavioral Trends and Market Value
    • 3.3.1. Beer and Ale
    • 3.3.2. Lager
    • 3.3.3. Low Alcohol Beer and Lager

4. Consumption Analysis

  • 4.1. Consumption Frequencies by Age and Gender
    • 4.1.1. Beer and Ale
    • 4.1.2. Lager
    • 4.1.3. Low Alcohol Beer and Lager
  • 4.2. Consumer Profiles by Product Category
    • 4.2.1. Beer and Ale
    • 4.2.2. Lager
    • 4.2.3. Low Alcohol Beer and Lager

5. Brand vs. Private Label Uptake

  • 5.1. Brand vs. Private Label Consumer Penetration
    • 5.1.1. By Category
  • 5.2. Beer, Cider and Pre-mixed Spirits Brand Choice and Private Label Consumer Penetration
    • 5.2.1. Beer and Ale
    • 5.2.2. Lager
    • 5.2.3. Low Alcohol Beer and Lager

6. The Share of Consumers Influenced by Trends

  • 6.1. Trend Drivers of Consumers' Product Choices
    • 6.1.1. Overall Beer, Cider and Pre-mixed Spirits
    • 6.1.2. Beer and Ale
    • 6.1.3. Lager
    • 6.1.4. Low Alcohol Beer and Lager

7. Consumption Impact: Market Valuation

  • 7.1. Beer, Cider and Pre-mixed Spirits Value Impact of Consumer Consumption Behavior
    • 7.1.1. Market Value by Category
    • 7.1.2. Market Volume by Category
  • 7.2. Beer, Cider and Pre-mixed Spirits Value Analysis by Category
    • 7.2.1. Market Value by Category
    • 7.2.2. Expenditure per Capita by Category
    • 7.2.3. Expenditure per Household by Category
  • 7.3. Beer, Cider and Pre-mixed Spirits Volume Impact of Consumer Behavior Trends
    • 7.3.1. Market Volume by Category
    • 7.3.2. Consumption per Capita by Category
    • 7.3.3. Consumption Per Household by Category

8. Retailer Choice and Category Share of Organized Retail

  • 8.1. Retailer Volume Share Of Organized Retail
    • 8.1.1. Retailer Volume Share in Beer, Cider and Pre-mixed Spirits Of Organized Retail
  • 8.2. Retailer Volume Share by Category of Organized Retail
    • 8.2.1. Retail Share by Volume - Beer and Ale
    • 8.2.2. Retail Share by Volume - Lager
    • 8.2.3. Retail Share by Volume - Low Alcohol Beer and Lager
  • 8.3. Profiles of End-Consumers of Beer, Cider and Pre-mixed Spirits, by Retailer Used
    • 8.3.1. A-Best Supermarket Co., Ltd
    • 8.3.2. Carrefour China
    • 8.3.3. Dashang Group
    • 8.3.4. Metro Cash and Carry
    • 8.3.5. New Cooperation Joint-stock trade chain CO., Ltd.
    • 8.3.6. Tesco China
    • 8.3.7. Trust Mart
    • 8.3.8. Wal-Mart Super center, China
    • 8.3.9. Wuhan Zhongbai Group Co., Ltd.
    • 8.3.10. Other

9. Appendix

  • 9.1. About Canadean
  • 9.2. Disclaimer

List of Tables

  • Table 1: Volume Units for the Beer, Cider and Pre-mixed Spirits Market
  • Table 2: Foreign Exchange Rate - CNY vs. USD
  • Table 3: China Survey Respondent profile (weighted), 2012
  • Table 4: China Beer, Cider and Pre-mixed Spirits Value Share (%), by Age Groups, 2012
  • Table 5: China Beer, Cider and Pre-mixed Spirits Value Share (%), by Gender, 2012
  • Table 6: China Beer, Cider and Pre-mixed Spirits Value Share (%), by Urban and Rural Dwellers, 2012
  • Table 7: China Beer, Cider and Pre-mixed Spirits Value Share (%) by Education Level Achieved Groups, 2012
  • Table 8: China Beer, Cider and Pre-mixed Spirits Value Share (%) by Wealth Groups, 2012
  • Table 9: China Beer, Cider and Pre-mixed Spirits Value Share (%) by Busy Lives Groups, 2012
  • Table 10: China Beer and Ale Consumer Group Share (% market value), 2012
  • Table 11: China Lager Consumer Group Share (% market value), 2012
  • Table 12: China Low Alcohol Beer and Lager Consumer Group Share (% market value), 2012
  • Table 13: China Total Beer and Ale Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
  • Table 14: China Total Lager Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
  • Table 15: China Total Low Alcohol Beer and Lager Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
  • Table 16: China Beer and Ale Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
  • Table 17: China Beer and Ale Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Table 18: China Lager Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
  • Table 19: China Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Table 20: China Low Alcohol Beer and Lager Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
  • Table 21: China Low Alcohol Beer and Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Table 22: China Beer and Ale Consumer Profiles (% consumers by sub-group), 2012
  • Table 23: China Lager Consumer Profiles (% consumers by sub-group), 2012
  • Table 24: China Low Alcohol Beer and Lager Consumer Profiles (% consumers by sub-group), 2012
  • Table 25: China Beer, Cider and Pre-mixed Spirits Private Label Consumer Penetration (% Consumers Using), by Category, 2012
  • Table 26: China Beer and Ale Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
  • Table 27: China Lager Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
  • Table 28: China Low Alcohol Beer and Lager Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
  • Table 29: China Beer, Cider and Pre-mixed Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
  • Table 30: China Beer and Ale: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
  • Table 31: China Lager: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
  • Table 32: China Low Alcohol Beer and Lager: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
  • Table 33: China Beer, Cider and Pre-mixed Spirits Market Value (Yuan Renminbi million), by Category, 2012
  • Table 34: China Beer, Cider and Pre-mixed Spirits Market Value (US$ million), by Category, 2012
  • Table 35: China Beer, Cider and Pre-mixed Spirits Market Volume by Category, 2012
  • Table 36: China Beer, Cider and Pre-mixed Spirits Market Value (US$ million), by Category, 2012
  • Table 37: China Beer, Cider and Pre-mixed Spirits Expenditure Per Capita (Yuan Renminbi), by Category, 2012
  • Table 38: China Beer, Cider and Pre-mixed Spirits Expenditure Per Capita (US$), by Category, 2012
  • Table 39: China Beer, Cider and Pre-mixed Spirits Expenditure Per Household (Yuan Renminbi), by Category
  • Table 40: China Beer, Cider and Pre-mixed Spirits Expenditure Per Household (US$), by Category
  • Table 41: China Beer, Cider and Pre-mixed Spirits Market Volume (Ltr m) by Category, 2012
  • Table 42: China Beer, Cider and Pre-mixed Spirits Consumption Per Capita (Ltr )by Category, 2012
  • Table 43: China Beer, Cider and Pre-mixed Spirits Consumption Per Household (Ltm )by Category, 2012
  • Table 44: China Beer, Cider and Pre-mixed Spirits Survey-tracked Retailer Shares Of Organized Retail by Volume (% of Ltrs m), 2012
  • Table 45: China Beer and Ale Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
  • Table 46: China Lager Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
  • Table 47: China Low Alcohol Beer and Lager Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
  • Table 48: China: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From A-Best Supermarket Co., Ltd (% by Subgroup, as tracked by the Survey), 2012
  • Table 49: China: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Carrefour China (% by Subgroup, as tracked by the Survey), 2012
  • Table 50: China: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Dashang Group (% by Subgroup, as tracked by the Survey), 2012
  • Table 51: China: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Metro Cash and Carry (% by Subgroup, as tracked by the Survey), 2012
  • Table 52: China: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From New Cooperation Joint-stock trade chain CO., Ltd. (% by Subgroup, as tracked by the Survey), 2012
  • Table 53: China: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Tesco China (% by Subgroup, as tracked by the Survey), 2012
  • Table 54: China: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Trust Mart (% by Subgroup, as tracked by the Survey), 2012
  • Table 55: China: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Wal-Mart Super center, China (% by Subgroup, as tracked by the Survey), 2012
  • Table 56: China: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Wuhan Zhongbai Group Co., Ltd. (% by Subgroup, as tracked by the Survey), 2012
  • Table 57: China: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

  • Figure 1: Consumer Trends Report Methodology
  • Figure 2: China Beer, Cider and Pre-mixed Spirits Value Share (%), by Age Groups, 2012
  • Figure 3: China Beer, Cider and Pre-mixed Spirits Value Share (%), by Gender, 2012
  • Figure 4: China Beer, Cider and Pre-mixed Spirits Value Share (%), by Urban and Rural Dwellers, 2012
  • Figure 5: China Beer, Cider and Pre-mixed Spirits Value Share (%) by Education Level Achieved Groups, 2012
  • Figure 6: China Beer, Cider and Pre-mixed Spirits Value Share (%) by Wealth Groups, 2012
  • Figure 7: China Beer, Cider and Pre-mixed Spirits Value Share (%) by Busy Lives Groups, 2012
  • Figure 8: China Beer and Ale Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
  • Figure 9: China Beer and Ale Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Figure 10: China Lager Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
  • Figure 11: China Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Figure 12: China Low Alcohol Beer and Lager Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
  • Figure 13: China Low Alcohol Beer and Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Figure 14: China Beer, Cider and Pre-mixed Spirits Market Value (US$ million), by Category, 2012
  • Figure 15: China Beer, Cider and Pre-mixed Spirits Expenditure Per Capita (US$), by Category, 2012
  • Figure 16: China Beer, Cider and Pre-mixed Spirits Expenditure Per Household (US$), by Category
  • Figure 17: China Beer, Cider and Pre-mixed Spirits Survey-tracked Retailer Of Organized Retail Shares by Volume (% of Ltrs m), 2012
  • Figure 18: China Beer and Ale Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
  • Figure 19: China Lager Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
  • Figure 20: China Low Alcohol Beer and Lager Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
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