Technomic Reports Ongoing Shifts in the Beer Industry
Select brands, categories, contribute to momentum and re-shape the market
CHICAGO, Oct. 1, 2013
CHICAGO, Oct. 1, 2013 /PRNewswire/ --The beer industry reversed its downward
trend of recent years to post both volume and dollar gains in 2012, but the
momentum is slowing in 2013. The just-released 2013 BeerTAB (Trends in Adult
Beverage) Report reveals that following a 1.3 percent decline in 2011, total
beer volume increased 1.2 percent to 2.8 billion 2.25-gallon cases, and retail
dollars rose 3.5 percent to $62.3 billion*. The report demonstrates that as
consumer preferences evolve, the beer market landscape is changing.
"Mainstream domestic beer performance was buoyed somewhat by the continued
growth of super-premium labels such as Blue Moon and the retro-hip brands
including Pabst Blue Ribbon. The mainstream domestic category's rate of
decline slowed in 2013," says Eric Schmidt, Director of Research at Technomic.
"Light beer remained the largest category, and volume expanded slightly as Bud
Light was flat, Coors Light grew and Bud Light Platinum added 20,000 cases to
Schmidt added that the largest beer categories faired considerably better in
2012 than they did in 2011, although the industry's momentum really came from
imported and craft beer, flavored malt beverage and cider.
[View related INFOGRAPHIC: Spotlight on Beer]
Other key findings of the 2013 BeerTAB report include:
oHigher-priced categories grew as consumers sought more flavor and diverse
styles. The pricier super-premium domestic, craft, imported beer and cider
categories together added 44.9 million cases to the overall market.
oCraft growth continues. Craft beer posted one of the largest percent gains
of any beer category ─ 14.4 percent ─ and now accounts for 6.3 percent of
total beer volume. Its upward trajectory is continuing in 2013.
oCider benefits from major supplier involvement. Anheuser-Busch InBev,
MillerCoors and Boston Beer Company each staked claims in the cider
category in 2012, contributing to its significant growth. In 2013, the
entry of Heineken USA as marketer of Strongbow, the introduction of Stella
Artois Cidre by Anheuser-Busch InBev and debut of Mike's Hard Smashed
Apple continues to fuel the category.
oConsumer beer spending in bars and restaurants rose. After declining in
2011, beer volume in on-premise locations increased slightly in 2012,
while sales grew 2.5 percent.
oAdvertising expenditures increased. Beer marketer spending in major media
outlets grew 6.5 percent to $1.3 billion in 2012. Television accounted for
more than two-thirds of total spending.
The 2013 BeerTAB Report is part of Technomic's Trends in Adult Beverage
series, and provides in-depth national volume and sales information on beer
categories, brands and companies, as well as consumer insights, all presented
with expert analysis and forecasting. New in the report this year are
extensive beer advertising metrics.
To purchase or learn more about BeerTAB, WineTAB and SpiritsTAB, as well as
other industry reports and services for adult beverage suppliers, including
the online DRINK database, please visit Technomic or contact one of the
individuals listed below.
*Retail sales are understated because on-premise sales are estimated at retail
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Technomic provides clients with the facts, insights and consulting support
they need to enhance their business strategies, decisions and results. Its
services include numerous publications and digital products, as well as
proprietary studies and ongoing research on all aspects of the food industry.
SOURCE Technomic, Inc.
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