Consumer trends in the beer, cider & pre-mixed spirits market in China, 2011

Chinese consumption of Flavored Alcoholic Beverages and Cider is low across all age groups, featuring high numbers of Non-users, especially among Pre-Mid-Lifers and older age groups.

This highlights the taste and preference differences of young Chinese consumers, who are more willing to experiment.

Consumption of Low Alcohol Beer & Lager is yet to take-off with younger Chinese consumers. For instance, less than 8% of Chinese Early Young Adults record a Heavy consumption frequency, compared with 20% 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, Cider & Pre-Mixed Spirits market by value. This makes them the most important demographic in the Chinese market.

Key features and benefits:

•    Consumer survey data for the following specific categories: Beer & Ale, Cider, Flavored Alcoholic Beverages, Lager, and Low Alcohol Beer & Lager.

•    Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

•    Brand and private label penetration among consumers in 2011 as tracked by the survey.

•    Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.

•    Unique proprietary data that sizes and segments consumers, tracks their behaviour and shows the impact of this on their markets.

•    Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.