beer market insights 2014 - sp.pdf · published: june 2014 usa beer market insights 5 jun-2014...

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Beer Market Insights 2014 United State of America In-depth Analysis of Key Brewers, Brands, Volume, Value and Segmentation Trends and Opportunities in the Beer Market

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Published: June 2014

2 USA Beer Market Insights ©Canadean. This product is licensed and is not to be photocopied Jun-2014

Summary The USA Beer Market Insights report comprises a high level market research data on the USA beer industry. The report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the USA Beer industry. Data includes volumes from 2009 to 2013 plus 2014 forecast, enabling historical and current trend analysis. In-depth market segmentation is presented: mainstream, premium, super premium, discount, alcoholic strength, local segmentation and beer type. It also provides data and analysis of the performance of both domestic and imported brands and reports on new product activity in 2013. It presents an analysis of industry structure, and reports on company volumes, with the addition of brewer profiles for the major brewers. The report provides distribution channel data for total market (on- vs off-premise) and discusses the latest trends in the key sub-channels. Packaging data includes consumption volumes by pack material, type, size, refillable vs non-refillable, multi-serve vs single serve. Market valuation data and pricing data are also provided.

Key Findings • Beer consumption fell during 2013 • Rise in craft beer exports • Top 5 brands still remain dominant

Reasons to Buy • The USA Beer Market Insight report is designed for clients needing a quality in-depth understanding of the

dynamics and structure of the Beer market

• The report provides a much more granular and detailed data set than our competitors.

• Canadean’s in-depth methodology provides consistent, reliable data which has been research and built from brand upwards by an experienced ‘on-the-ground’ industry analyst, who conducts face-to-face interviews with key producers, leading companies in allied industries, distributors and retailers

• Ideal for benchmarking total market vs retail audit and other data

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USA Beer Market Insights 3 Jun-2014 ©Canadean. This product is licensed and is not to be photocopied

Table 1: Beer Key Facts

Market Size 2013 Th. Hectoliters Litres Per Capita Consumption

Growth CAGR% 10-13 CAGR% 08-13 CAGR% 12-13 Consumption M Litres

Market Value 2013 USD Million USD / Litre US$ Million US$ / Litre

Value (at consumer price)

Segmentation 2013 Discount Mainstream Premium Superpremium

% Share

Distribution 2013 Off-Premise On-Premise % Share

Packaging 2013 Draught PET Glass Metal

% Share SOURCE: Trade Interviews; Canadean Wisdom

Market Commentary

Current and Emerging Trends

Beer continued to lose volume and share to other beverages

TEXT

Outlook

Cautious growth in beer volumes

TEXT

Imports and Exports

Disappointing year for most imports while exports saw double-digit growth driven by sales in Latin America

TEXT

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Segmentation

Further gains for craft beer grabbed all the headlines although new Superpremium brands helped to drive solid growth in that segment

Table 2: Top 10 Beer Brands - Volume, 2011-2013

000 HL Brand Brand Owner Local Operator 2011 2012 2013 SOURCE: Trade Interviews, Canadean

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Table 3: Top 10 International Premium and Superpremium Beer Brands - Volume, 2011-2013

000 HL Brand Brand Owner Local Operator 2011 2012 2013 SOURCE: Trade Interviews, Canadean

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Report Methodology Our research methodology sets us apart from the competition. The key strength of our methodology is that we work in industry partnerships across the value chain, from suppliers to brand producers and both on- and off-premise channels. Our research is built from brand data upwards. This 'brick-by-brick' approach as well as the cross-fertilization with our other related services, ensures that our research has an internal logic which cross-checks from all angles - from brand volume through to corporate volume, flavor segmentation, packaging splits and channel distribution.

The companies featured in the company profiles and those whose brands are featured in the individual market categories are selected through regular market observation (see also our Quarterly Beverage Tracker) based on the size of their output and/or their dynamism.

Sources

• Face-to-face interviews with the leading soft drinks producers, brewers, dairy, spirits and wine producers

• On-going dialogue with leading companies in allied industries

• Quarterly monitoring of product offered in all trade channels in selected markets

• Interviews with retailers and other distributors

• Company information in the public domain

• Trade press

• Trade associations

• Official production and trade statistics

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Related Reports

Beer Country Market Insight Reports and Wisdom Analytics Databases Asia

• Australia(1) • China • Hong Kong • India

• Indonesia • Japan • Malaysia

• Philippines • Singapore • South Korea

• Taiwan • Thailand • Vietnam •

Americas • Argentina • Brazil • Canada(1) • Caribbean(2)

• Chile • Colombia • Costa Rica • El Salvador

• Guatemala • Honduras • Mexico • Nicaragua

• Panama • USA(1) • Venezuela

West Europe • Austria(1) • Belgium(1) • Denmark(1) • Finland(1) • France(1)

• Germany(1) • Greece • Ireland (Republic)(1) • Ireland (Northern)

• Italy • Netherlands(1) • Norway(1) • Portugal •

• Spain(1) • Sweden(1) • Switzerland(1) • United Kingdom(1) •

East Europe • Bulgaria • Croatia • Czech Republic • Estonia(1)

• Hungary • Latvia • Lithuania(1) • Poland

• Romania • Russia • Serbia • Slovak Republic

• Slovenia • Turkey • Ukraine •

Africa Nigeria

In addition to above reports, top line data is also available for another 111 countries. (1) Cider Market Insight Reports and Wisdom Databases also available. Cider data also available for New Zealand and

South Africa. (2) Includes data on: Antigua, Aruba, Bahamas, Barbados, Belize, Cuba, Curacao & others, Dominica, Dominican

Republic, Grenada, Guadeloupe, Guyana, Haiti, Jamaica, Martinique, Puerto Rico, St Kitts, St Lucia, St Vincent, Suriname, Trinidad.

Other products available from Canadean Beverages include: Global Beer Trends – Excel Report

Global Brewer Analyser – Excel Report

Global Beverage Forecasts

Quarterly Beverage Tracker

Consumer Trends in Beer, Cider & Pre-mixed Spirits

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Table of Contents

Table of Contents .........................................................................................................................................................

List of Tables .................................................................................................................................................................

List of Figures ...............................................................................................................................................................

Data Revisions Summary .............................................................................................................................................

Executive Summary ...................................................................................................................................................... Executive Summary ..................................................................................................................................................

Section 1 Market Context ............................................................................................................................................. Market Context ......................................................................................................................................................... Market Environment ................................................................................................................................................. The Consumer Palate ............................................................................................................................................... All Commercial Beverages ....................................................................................................................................... Legislation and Taxation ........................................................................................................................................... Market Parameters Tables ....................................................................................................................................... Legislation and Taxation Tables ...............................................................................................................................

Section 2 Market Background Briefing ...................................................................................................................... Market Background Briefing .....................................................................................................................................

Section 3 Market Update .............................................................................................................................................. Market Commentary ................................................................................................................................................. Current and Emerging Trends .................................................................................................................................. Outlook ..................................................................................................................................................................... Imports and Exports ................................................................................................................................................. Segmentation ............................................................................................................................................................ Brand Analysis .......................................................................................................................................................... Private Label/Private Label Producers ..................................................................................................................... New Products and Photo Shots................................................................................................................................ Market Structure ....................................................................................................................................................... Brewers ..................................................................................................................................................................... Packaging Trends ..................................................................................................................................................... Channel Analysis ...................................................................................................................................................... Market Valuation & Pricing ....................................................................................................................................... Distribution Trends.................................................................................................................................................... Beer Pricing Tables .................................................................................................................................................. Beer Data Tables ......................................................................................................................................................

Section 4 Brewer Profiles ............................................................................................................................................ Brewer Profiles ......................................................................................................................................................... Anheuser-Busch InBev (A-BInbev)........................................................................................................................... Boston Beer Company ............................................................................................................................................. MillerCoors ................................................................................................................................................................ North American Breweries ........................................................................................................................................ Pabst Brewing Company .......................................................................................................................................... D G Yuengling & Son ............................................................................................................................................... Smaller Brewers/Importers .......................................................................................................................................

Methodology & Product Definitions............................................................................................................................

Map .................................................................................................................................................................................

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List of Tables Table 1: Data Revisions Summary ............................................................................................................. Table 2: United States of America Population Size and Growth, 1991-2016F ............................................ Table 3: North America Population Size and Growth, 2003-2014F ............................................................. Table 4: United States of America Economic Indicators, 2005-2015F ........................................................ Table 5: North America Commercial Beverage Consumption - Per Capita, 2003-2014F ............................ Table 6: North America Commercial Beverage Consumption - Per Capita % Share, 2003-2014F .............. Table 7: North America Commercial Beverage Consumption - Per Capita Growth, 2004-2014F ................ Table 8: Taxation Base ............................................................................................................................... Table 9: Historical Excise Rates of Beer ..................................................................................................... Table 10: Legal Controls on Beer ............................................................................................................... Table 11: Tax Burden on Beer @ 5% Abv, 2013 ........................................................................................ Table 12: Leading Retail Groups for Beer 2009-2013 (number of outlets) .................................................. Table 13: Beer Consumption by Region/State, 2009-2013 ......................................................................... Table 14:State Taxes ................................................................................................................................. Table 15: Beer Key Facts ........................................................................................................................... Table 16: Top 10 Beer Brands - Volume, 2011-2013 .................................................................................. Table 17: Top 10 International Premium and Superpremium Beer Brands - Volume, 2011-2013 ............... Table 18: Licensed Brand Owners and Licensees ...................................................................................... Table 19: Beer Market Valuation (Local Currency), 2012-2014F ................................................................ Table 20: Trade Margin Build-Up Model ..................................................................................................... Table 21: Selected Consumer Beer Prices: On-Premise, 2012-2014 ......................................................... Table 22: Selected Consumer Beer Prices: Off-Premise, 2012-2014 ......................................................... Table 23: Commercial Beverage Consumption - Liters Per Capita, 2003-2014F ........................................ Table 24: Commercial Beverage Consumption - Per Capita % Share, 2003-2014F ................................... Table 25: Commercial Beverage Consumption - Per Capita Growth, 2004-2014F ..................................... Table 26: Commercial Beverage Consumption - Million Liters, 2003-2014F ............................................... Table 27: Average Beverage Consumption - Liters of Pure Alcohol (LPA) Per Capita, 2003-2014F ........... Table 28: Beer Production/Trade/Consumption 000 HL, 2003-2014F ......................................................... Table 29: Beer Production/Trade/Consumption - Growth, 2003-2014F ...................................................... Table 30: Consumption of FABs and Cider (000 HL), 2003-2014F ............................................................. Table 31: Beer Foreign Trade By Country (Imports), 2010-2014F .............................................................. Table 32: Beer Foreign Trade By Country (Exports), 2010-2014F .............................................................. Table 33: Beer Market Valuation (Local Currency), 2012-2014F ................................................................ Table 34: Beer Consumption by Local Definition, 2010-2014F ................................................................... Table 35: Beer Consumption by Standard Price Segmentation, 2010-2014F ............................................. Table 36: Beer Consumption by Alcoholic Strength, 2010-2014F ............................................................... Table 37: Beer Consumption by Type, 2010-2014F ................................................................................... Table 38: Beer Consumption by Geographic Scope, 2010-2014F .............................................................. Table 39: Beer All Trademarks, 2009-2013 ................................................................................................ Table 40: Beer Brands by Local Definition, 2009-2013 ............................................................................... Table 41: Beer Brands by Standard Price Segment, 2009-2013 ................................................................. Table 42: Beer Brands by Alcoholic Strength, 2009-2013 ........................................................................... Table 43: Beer Brands by Type, 2009-2013 ............................................................................................... Table 44: Imported Brands by Origin, 2009-2013 ....................................................................................... Table 45: Beer Licensed Brands, 2009-2013 .............................................................................................. Table 46: Beer Private Label Brands, 2009-2013 .......................................................................................

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Table 47: Beer Trademark Owners, 2009-2013 .......................................................................................... Table 48: Beer Local Operators, 2009-2013 ............................................................................................... Table 49: Beer leading Brewers/Importers, 2009-2013 ............................................................................... Table 50: Beer Consumption by Pack Mix: Refillability/Pack/Size, 2010-2014F .......................................... Table 51: Beer Distribution: On vs Off Premise, 2010-2014F ..................................................................... Table 52: Breweries Capacity (Mhl) ........................................................................................................... Table 53: Anheuser-Busch InBev Full Brand List ........................................................................................ Table 54: Anheuser-Busch Brand Volumes 2009-2013 .............................................................................. Table 55: Crown Imports Brand Volumes 2009-2013 ................................................................................. Table 56: Breweries Capacity (MHL) .......................................................................................................... Table 57: Boston Beer Full Brand List ........................................................................................................ Table 58: Boston Beer Co. Brand Volumes 2009-2013 .............................................................................. Table 59: Breweries Capacity (MHL) .......................................................................................................... Table 60: MillerCoors Full Brand List .......................................................................................................... Table 61: MillerCoors Brand Volumes 2009-2013 ...................................................................................... Table 62: Breweries Capacity (000s HL) .................................................................................................... Table 63: North American Breweries Full Brand List .................................................................................. Table 64: North American Breweries Brand Volumes 2009-2013 ............................................................... Table 65: Breweries Capacity (MHL) .......................................................................................................... Table 66: Pabst Full Brand List ................................................................................................................... Table 67: Pabst Brand Volumes 2009-2013 ............................................................................................... Table 68: Breweries Capacity (Mhl) ............................................................................................................ Table 69: Yuengling Brewery Full Brand List .............................................................................................. Table 70: Yuengling Brewery Brand Volumes 2009-2013 ........................................................................... Table 71: Company CRAFT BREW ALLIANCE .......................................................................................... Table 72: Company DIAGEO-GUINNESS USA .......................................................................................... Table 73: Company HEINEKEN USA ......................................................................................................... Table 74: Company F X MATT BREWING COMPANY .............................................................................. Table 75: Company SIERRA NEVADA BREWING COMPANY ..................................................................

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List of Figures Figure 1: Beer Leading Brewers/Importers, 2013........................................................................................................... Figure 2: Beer Consumption by Pack Material/Type, 2013 ............................................................................................ Figure 3: Beer Distribution by Channel, 2013 ................................................................................................................. Figure 4: Beer Consumption by Price Segment, 2013 ...................................................................................................

beer market insights 2014 - sp.pdf · published: june 2014 usa beer market insights 5 jun-2014...

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