美国啤酒市场现状（英文版）_21页-4mb

报告摘要

U.S. Beer Market Summary

Core Content

The U.S. beer market is a large and diverse fast-moving consumer goods (FMCG) category, with sales exceeding $37 billion in the year-ended Feb. 25, 2017, at Nielsen-measured off-premise channels. Despite its size, recent growth has been driven by premiumization rather than increased consumption, with beer losing market share across all generations, especially among Millennials.

Main Trends and Insights

1. Sales Growth and Premiumization

Overall beer sales growth has slowed, with a 2.1% increase in the recent year, the lowest in the past four years and the first time below 3%.
Premiumization is a key trend, with consumers shifting toward higher-priced beer options. Off-premise sales of above-premium beer grew almost 30% since 2013.
Import beer sales have been rising, with a 8.9% growth in the year-ended Jan. 28, 2017. Mexico remains the largest import market, contributing over $4.4 billion in sales.
Craft beer has seen a slowdown in growth, with only 2.9% increase in the recent year, compared to 15–18% between 2013 and 2016.

2. Consumer Behavior Shifts

Millennials are driving the shift in beer consumption, with a 2.1% loss in beer share and an increase in spending on wine and spirits.
Sessionability is a growing concern, with 45% of craft beer drinkers preferring ABV under 5%. However, factors like flavor, color, and style are more influential in defining sessionable beers.
Flavored beer has grown steadily, from under $1.6 billion in 2013 to over $1.9 billion in 2017, with flavored IPAs seeing a significant rise from $1 million to $85 million in sales.

3. Market Competition and Innovation

The U.S. beer market is highly competitive, with an average of 482 UPCs in grocery stores. Retailers must constantly adjust to meet consumer preferences.
Craft beer is a key sub-category, but it accounts for only a small portion of the total beer market, with sales totaling just under $4.8 billion in 2017.
New product SKUs have declined over the past three years, with the largest drop in the wine category. However, craft beer innovation remains strong, with a focus on new styles and flavors.

4. Packaging and Shelf Appeal

Packaging design plays a crucial role in influencing purchase decisions, with 70% of beer purchase decisions made at the shelf.
Bold and interesting packaging is highly valued, with 66% of craft beer buyers stating that package design is very or extremely important in catching their eye.
Carrier/box design has the most significant impact on consumer choice, with specific brands like Big Kona and Deschutes standing out in the East Coast, and Kona and Saint Archer on the West Coast.

5. Regional Beer Markets

Milwaukee is the top beer market, with 51.3% of adults consuming beer in the last 30 days, 24% higher than the national average.
Other major beer markets include Albany, Buffalo, Chicago, El Paso, Green Bay, Spokane, and Minneapolis-St. Paul, with saturation rates ranging from 49% to 50.7%.
Craft beer is more popular in cities like Portland, Denver, and Seattle, while domestic beer is more common in areas like Harrisburg/Lancaster/Lebanon, Pa., Cleveland/Akron, Ohio, and Austin, Texas.

Key Statistics

U.S. AD SPEND ON BEER: $1.55 billion in 2016, up 20% from 2015.
Beer ad spend share: 74% of total alcoholic beverage ad spend in 2016.
Craft beer sales: $4.8 billion in 2017, representing about 14% of total U.S. beer sales.
Flavored beer sales: $1.9 billion in 2017, up from $1.6 billion in 2013.
Craft beer design impact: 70% of purchase decisions made at the shelf, with 66% of buyers prioritizing package design.
Sessionable beer preferences: 53% of beer drinkers aged 21–34 consider alcohol content, but flavor, color, and style are more important.
Millennial behavior: 38% of Millennial males drink three different alcoholic beverages in one occasion, compared to 15% of Baby Boomer males.

Conclusion

The U.S. beer market is evolving rapidly, with a focus on premiumization, flavor innovation, and craft beer diversity. While overall consumption remains relatively flat, the market is becoming more segmented, with imports, flavored products, and select craft styles outperforming traditional beer segments. Retailers and manufacturers must stay agile, focusing on packaging innovation, shelf presence, and consumer trends to maintain relevance in a competitive landscape.