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Beer - Canada - December 2014

Published By :

Mintel

Published Date : Dec 2014

Category :

Beer

No. of Pages : 258 Pages

Establishing food-led drinking occasions for beer, specifically by promoting the pairing as a part of a regular meal, may be a route for beer brands to increase usage. Keeping the spotlight on everyday/regular foods will deter beer-food pairings from competing directly against wine-food pairings, and should help counter beer’s loss of market share to wine.
Table of Content

Introduction

Definition
Methodology
Abbreviations

Executive Summary

The market
Figure 1: Forecast of Canada retail volume sales of beer, 2009-19
Figure 2: Forecast of Canada retail value sales of beer, 2009-19
Market factors
Wine consumption is increasing at cost to beer in the alcoholic beverage market
Inflation has impacted beer more than wine
Population changes entail threats and opportunities
Retail outlets vary by province
Companies, brands and innovation
Retail market share dominated by two big beer brands: AB InBev and Molson Coors
Innovation and fast food pairing drive category visibility
The consumer
Lager remains the most popular type of beer
Figure 3: Types of beer consumed in the last six months, September 2014
Beer brings out the fun in social situations
Figure 4: Occasions for drinking beer, September 2014
Beer is seen as a refreshing and sociable drink but does not enjoy the prestige of wine and spirits
Figure 5: Associations with alcoholic drinks, September 2014
Brand familiarity and beer style are the top choice factors
Figure 6: Importance of different factors when purchasing beer (any rank), September 2014
Taste is at the forefront of beer drinkers’ minds
Figure 7: Attitudes towards beer, September 2014
What we think

Issues and Insights

Boosting the perception of beer
The facts
The implications
Promote pairing beer with everyday foods as a way to increase drinking occasions
The facts
The implications
Understanding how women under-55 are drinking beer
The facts
The implications
Persuading Millennials to choose beer over wine
The facts
The implications

Trend Application

Trend: Extend My Brand
Trend: Sense of the Intense
Trend: The Unfairer Sex

Market Drivers

Key points
Demographic overview
Canada’s population is expected to continue ageing
Figure 8: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
Economic overview
Consumer economy to pick up, but risks remain
Figure 9: Household disposable income and saving rate in Canada, Q1 2008-Q1 2014
Consumer confidence may waver with falling oil prices
Key economic indicators suggest slight future increases in alcohol prices
Figure 10: Monthly movements in selected major components of the Canadian Consumer Price Index, seasonally adjusted, 2009-14
Figure 11: Monthly movements in alcohol beverage components of the Canadian Consumer Price Index, seasonally adjusted, 2009-14
Social context overview
Encouraging beer consumption occasions: beyond summer, with food and as a gender- neutral choice
Figure 12: Past 20-year average temperature across selected Canadian provinces
Canadian legislative overview
Legal drinking age varies by province
Figure 13: Legal drinking age, by province
Overview of liquor control and licensing laws by province

Competitive Context

Key points
Beer is losing out to wine in the alcoholic beverage market
Figure 14: Total retail market volumes and values of beer, wines and spirits in Canada, 2009-13

Strengths and Weaknesses

Strengths
Weaknesses

Who’s Innovating?

Key points
Brands are using social media and technology to engage their audiences
Budweiser Canada lights up its Red Light campaign
Molson Canadian uses social media to engage fans in a two-way interaction
Heineken looks to ‘open cities’
Beer and fast food pairings are becoming a reality
Craft breweries gain attention with local events and brewpub expansions into other provinces
Large brewers focus on seasonal variety packs and packaging updates
AB InBev focuses on repackaging and continued sports sponsorships
Sleeman offers variety packs and a contest in 2014

Market Size and Forecast

Key points
Beer volumes will remain stable
Figure 15: Canada retail value and volume sales of beer, at current and constant prices, 2009-19
Figure 16: Forecast of Canada retail volume sales of beer, 2009-19
Figure 17: Forecast of Canada retail value sales of beer, 2009-19
Forecast methodology

Segment Performance

Key points
Light beers have seen their fortunes decline
Figure 18: Canada retail value and volume sales of light/low/non-alcohol beer, at current and constant prices, 2009-19
Figure 19: Forecast of Canada retail sales of light/low/non-alcohol beer, by volume, 2009-19
Figure 20: Forecast of Canada retail sales of light/low/non-alcohol beer, by value, 2009-19
Strong/premium beer sales have been on the rise but are expected to plateau
Figure 21: Canada retail value and volume sales of strong/premium beer, at current and constant prices, 2009-19
Figure 22: Forecast of Canada retail sales of strong/premium beer, by volume, 2009-19
Figure 23: Forecast of Canada retail sales of strong/premium beer, by value, 2009-19
Standard/medium beer sales predicted to increase in volume sales and value
Figure 24: Canada retail value and volume sales of standard beer, at current and constant prices, 2009-19
Figure 25: Forecast of Canada retail sales of standard beer, by volume, 2009-19
Figure 26: Forecast of Canada retail sales of standard beer, by value, 2009-19

Channels and Market Share

Key points
Retail outlets dominate beer distribution in Canada
Retail outlets vary by province
Retail market share dominated by two big beer brands: AB InBev and Molson Coors
Figure 27: Company retail market share, by volume and value, 2012 and 2013

Companies and Products

AB InBev
Overview and product range
Recent activity and innovation
Molson Coors
Overview and product range
Recent activity and innovation
Sleeman Breweries Ltd.
Overview and product range
Recent activity and innovation
Big Rock Brewery
Overview and product range
Recent activity and innovation
Moosehead Breweries Limited
Overview and product range
Recent activity and innovation

The Consumer – Consumption of Beer

Key points
Two thirds of Canadians are beer drinkers
Figure 28: Types of beer consumed in the last six months, September 2014
Lagers are far more likely to be consumed at home
Figure 29: Types of beer consumed in the last six months, by consumption location, September 2014
Figure 30: Types of beer consumed in the last six months, by location – males, by age, September 2014
Craft and more niche beers are making inroads with under-35 males
Most beers do not exhibit differences between in-home and out-of-home consumption
Under-35s and males are more experimental beer drinkers
Figure 31: Repertoire of different types of beer consumed in the past six months, September 2014
Opportunities exist to reach beer consumers via leisure/travel and price comparison websites
Beer and Chinese Canadians

The Consumer – Occasions for Consumption

Key points
Beer brings out the fun in social situations
Figure 32: Occasions for drinking beer, September 2014
Figure 33: Occasions for drinking beer by gender, September 2014
Beer is considered a regular refreshment in the home for men
Drinking beer is associated with summer-time activities for some

The Consumer – Perceptions of Beer and Other Alcoholic Drinks

Key points
Beer is seen as a refreshing and sociable drink
Figure 34: Associations with alcoholic drinks, September 2014
Beer does not enjoy the prestige of wine and spirits

The Consumer – Choice Factors

Key points
Brand familiarity and beer style are the top choice factors
Figure 35: Importance of different factors when purchasing beer (any rank), September 2014
Figure 36: Leading motivating factors when buying beer (#1 ranked), September 2014
Pricing, promotions and variety packs are more important to younger drinkers and Quebecers
Figure 37: Importance of different factors when purchasing beer (any rank), by age, September 2014
Figure 38: Importance of recommendations when purchasing beer (any rank), by gender and age, September 2014
Other choice factors are of limited consideration

The Consumer – Attitudes towards Beer

Key points
Taste is at the forefront of beer drinkers’ minds
Figure 39: Attitudes towards beer, September 2014
Beer drinkers are open to trying a variety of beer types and brands
Figure 40: Selected attitudes towards beer, by gender and age, September 2014
Flavoured beers are of most interest to under-35s and Quebecers
Figure 41: Selected attitudes towards beer, by province, September 2014
Low-alcohol beers garner limited interest

The Consumer – Beer and Chinese Canadians

Key points
Chinese Canadians show greater diversity in preference for beer types, with a significantly higher affinity to niche beers
Figure 42: Types of beer consumed in the last six months: Chinese Canadians vs overall population, September 2014
Figure 43: Beer consumption location (any beer type): Chinese Canadians vs overall population, September 2014

The Consumer – Target Groups

Key points
Four target groups
Figure 44: Target groups for beer, September 2014
Craft/ale lovers (28%)
Disengaged (26%)
Experimenters (24%)
Enthusiasts (22%)

Appendix – Market Size and Forecast

Figure 45: Best- and worst-case forecasts for the Canada beer market, by value, 2014-19
Figure 46: Best- and worst-case forecasts for the Canada beer market, by volume, 2014-19
Figure 47: Best- and worst-case forecasts for the Canada strong/premium beer market, by value, 2014-19
Figure 48: Best- and worst-case forecasts for the Canada strong/premium beer market, by volume, 2014-19
Figure 49: Best- and worst-case forecasts for the Canada standard/medium beer market, by value, 2014-19
Figure 50: Best- and worst-case forecasts for the Canada standard/medium beer market, by volume, 2014-19
Figure 51: Best- and worst-case forecasts for the Canada light beer market, by value, 2014-19
Figure 52: Best- and worst-case forecasts for the Canada light beer market, by volume, 2014-19

Appendix – The Consumer – Consumption of Beer

Figure 53: Beer consumption in the past 6 months, September 2014
Figure 54: Beer consumption in the past 6 months – Any beer, by demographics, September 2014
Figure 55: Beer consumption in the past 6 months – Lager, by demographics, September 2014
Figure 56: Beer consumption in the past 6 months – Ale/bitter, by demographics, September 2014
Figure 57: Beer consumption in the past 6 months – Craft beer, by demographics, September 2014
Figure 58: Beer consumption in the past 6 months – Cider, by demographics, September 2014
Figure 59: Beer consumption in the past 6 months – Wheat beer, by demographics, September 2014
Figure 60: Beer consumption in the past 6 months – Stout/porter, by demographics, September 2014
Figure 61: Beer consumption in the past 6 months – Fruit-flavoured beer, by demographics, September 2014
Figure 62: Beer consumption in the past 6 months – Low-alcohol beer/Radler, by demographics, September 2014
Figure 63: Beer consumption in the past 6 months – Non-alcoholic beer, by demographics, September 2014
Figure 64: Beer consumption in the past 6 months – Spirit-flavoured beer, by demographics, September 2014
Figure 65: Beer consumption in the past 6 months – Malt, by demographics, September 2014
Figure 66: Beer consumption in the past 6 months – Gluten-free beer, by demographics, September 2014
Figure 67: Beer consumption in the past 6 months – Other, by demographics, September 2014
Repertoire
Figure 68: Repertoire of beer consumption in the past 6 months, September 2014
Figure 69: Repertoire of beer consumption in the past 6 months, by demographics, September 2014
Figure 70: Beer consumption in the past 6 months, by repertoire of beer consumption in the past 6 months, September 2014

Appendix – The Consumer – Occasions for Consumption

Figure 71: Consumption occasions, September 2014
Figure 72: Most popular consumption occasions, by demographics, September 2014
Figure 73: Next most popular consumption occasions, by demographics, September 2014
Figure 74: Consumption occasions, by beer consumption in the past 6 months – Any beer, September 2014
Figure 75: Consumption occasions, by beer consumption in the past 6 months – Lager, September 2014
Figure 76: Consumption occasions, by beer consumption in the past 6 months – Ale/bitter, September 2014
Figure 77: Consumption occasions, by beer consumption in the past 6 months – Craft beer, September 2014
Figure 78: Consumption occasions, by beer consumption in the past 6 months – Cider, September 2014
Figure 79: Consumption occasions, by beer consumption in the past 6 months – Stout/porter, September 2014
Figure 80: Consumption occasions, by beer consumption in the past 6 months – Wheat beer, September 2014
Figure 81: Consumption occasions, by beer consumption in the past 6 months – Fruit-flavoured beer, September 2014
Figure 82: Consumption occasions, by beer consumption in the past 6 months – Low-alcohol beer/Radler, September 2014
Figure 83: Consumption occasions, by beer consumption in the past 6 months – Non-alcoholic beer, September 2014
Figure 84: Consumption occasions, by beer consumption in the past 6 months – Spirit-flavoured beer, September 2014
Figure 85: Consumption occasions, by beer consumption in the past 6 months – Malt, September 2014
Figure 86: Consumption occasions, by beer consumption in the past 6 months – Gluten-free beer, September 2014
Figure 87: Consumption occasions, by beer consumption in the past 6 months – Other, September 
2014

Appendix – The Consumer – Perceptions of Beer and Other Alcoholic Drinks

Figure 88: Associations with alcoholic drinks, September 2014
Figure 89: Most popular associations with alcoholic drinks – Beer, by demographics, September 2014
Figure 90: Next most popular associations with alcoholic drinks – Beer, by demographics, September 2014
Figure 91: Most popular associations with alcoholic drinks – Wine, by demographics, September 2014
Figure 92: Next most popular associations with alcoholic drinks – Wine, by demographics, September 2014
Figure 93: Most popular associations with alcoholic drinks – Spirits, by demographics, September 2014
Figure 94: Next most popular associations with alcoholic drinks – Spirits, by demographics, September 2014
Figure 95: Most popular associations with alcoholic drinks – Cider, by demographics, September 2014
Figure 96: Next most popular associations with alcoholic drinks – Cider, by demographics, September 2014

Appendix – The Consumer – Choice Factors

Figure 97: Purchase motivators, September 2014
Figure 98: Purchase motivators – Rank 1, by demographics, September 2014
Figure 99: Purchase motivators – Rank 2, by demographics, September 2014
Figure 100: Most popular purchase motivators – Rank 3, by demographics, September 2014
Figure 101: Next most popular purchase motivators – Rank 3, by demographics, September 2014
Figure 102: Purchase motivators – Rank 4, by demographics, September 2014
Figure 103: Purchase motivators – Rank 5, by demographics, September 2014

Appendix – The Consumer – Attitudes towards Beer

Figure 104: Attitudes towards beer, September 2014
Figure 105: Agreement with the statements ‘The taste of the beer is more important to me than the brand which produces it’ and ‘I like to try different types of beers’, by demographics, September 2014
Figure 106: Agreement with the statements ‘I like to try a variety of brands of beers’ and ‘Beer is a good match with fast food, such as fried chicken or hamburgers’, by demographics, September 2014
Figure 107: Agreement with the statements ‘I expect craft beers to taste better than non-craft beers’ and ‘I am interested in trying beers or ciders that are flavoured with fruit’, by demographics, September 2014
Figure 108: Agreement with the statements ‘It is worth paying more for craft beer’ and ‘Beer tastes as good in cans as it does in glass bottles’, by demographics, September 2014
Figure 109: Agreement with the statements ‘I would like to see more cider available in stores, pubs and restaurants’ and ‘I am interested in spirts beers’, by demographics, September 2014
Figure 110: Agreement with the statements ‘I would like to see more lower-alcohol beers available in stores’ and ‘Beers which have been made from the first harvest of hops are worth paying more for’, by demographics, September 2014
Figure 111: Attitudes towards beer, by beer consumption in the past 6 months – Any beer, September 2014
Figure 112: Attitudes towards beer, by beer consumption in the past 6 months – Lager, September 2014
Figure 113: Attitudes towards beer, by beer consumption in the past 6 months – Ale/bitter, September 2014
Figure 114: Attitudes towards beer, by beer consumption in the past 6 months – Craft beer, September 2014
Figure 115: Attitudes towards beer, by beer consumption in the past 6 months – Cider, September 2014
Figure 116: Attitudes towards beer, by beer consumption in the past 6 months – Stout/porter, September 2014
Figure 117: Attitudes towards beer, by beer consumption in the past 6 months – Wheat beer, September 2014
Figure 118: Attitudes towards beer, by beer consumption in the past 6 months – Fruit-flavoured beer, September 2014
Figure 119: Attitudes towards beer, by beer consumption in the past 6 months – Low-alcohol beer/Radler, September 2014
Figure 120: Attitudes towards beer, by beer consumption in the past 6 months – Non-alcoholic beer, September 2014
Figure 121: Attitudes towards beer, by beer consumption in the past 6 months – Spirit-flavoured beer, September 2014
Figure 122: Attitudes towards beer, by beer consumption in the past 6 months – Malt, September 2014
Figure 123: Attitudes towards beer, by beer consumption in the past 6 months – Gluten-free beer, September 2014
Figure 124: Attitudes towards beer, by beer consumption in the past 6 months – Other, September 2014

Appendix – The Consumer – Beer and Chinese Canadians

Figure 125: Selected demographics, by total population against Chinese Canadians, September 2014

Appendix – The Consumer – Target Groups

Figure 126: Target groups, September 2014
Figure 127: Target groups, by demographics, September 2014
Figure 128: Attitudes towards beer, by target groups, September 2014
Figure 129: Beer consumption in the past 6 months, by target groups, September 2014
Figure 130: Consumption occasions, by target groups, September 2014
Figure 131: Purchase motivators, by target groups, September 2014
Figure 132: Associations with alcoholic drinks, by target groups, September 2014

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