866-997-4948(US-Canada Toll Free)

Beer - UK - December 2015

Published By :

Mintel

Published Date : Dec 2015

Category :

Beer

No. of Pages : N/A

That only 29% of beer drinkers are prepared to spend more than

Table of Content

Overview

What you need to know
Covered in the report

Executive Summary

The market
Beer volumes stagnate while values make minor progress
Figure 1: Forecast of UK value sales of beer, 2010-20
Figure 2: Forecast of UK volume sales of beer, 2010-20
Lager’s fortunes dictate the market
Companies, brands and innovation
Stella holds off Foster’s challenge for top spot in lager
Figure 3: Retail value sales of the top 10 beer brands in the UK, 2014/15*
Adspend plateaus in 2014
The consumer
63% of adults drink beer
Figure 4: Usage of types of beer, October 2015
Supermarkets remain the most popular place to buy beer
Only 29% of beer drinkers are prepared to spend more than £4 per pint
‘Classic’ pint glasses remain most popular
47% of beer drinkers think that beer marketing/advertising is too heavily aimed at men
Figure 5: Attitudes towards beer, October 2015
Low prices and recommendations key to trying something new
Figure 6: Factors for encouraging trialling of new beers, October 2015
What we think

Issues and Insights

Finding selling space for smaller beer brands
The facts
The implications
The importance of ‘craft’ and contract brewing
The facts
The implications
Cross-category promotions can boost beer and cider sales
The facts
The implications
How could the AB InBev acquisition of SABMiller alter the UK market?
The facts
The implications

The Market – What You Need to Know

Beer volumes stagnate
Lager’s fortunes dictate the market
The off-trade outperforms the on-trade

Market Size and Segmentation

Beer volumes stagnate while values make minor progress
Figure 7: Total value and volume sales of beer, at current and constant prices, 2010-20
Figure 8: Forecast of UK value sales of beer, 2010-20
Figure 9: Forecast of UK volume sales of beer, 2010-20
Lager’s fortunes dictate the market
Figure 10: Total value and volume sales of lager, at current and constant prices, 2010-20
Figure 11: Forecast of UK value sales of lager, 2010-20
Ales continue to achieve encouraging growth
Figure 12: Total value and volume sales of ale/bitter, at current and constant prices, 2010-20
Figure 13: Forecast of UK value sales of ale/bitter, 2010-20
Stout’s decline slows
Figure 14: Total value and volume sales of stout/porter, at current and constant prices, 2010-20
Figure 15: Forecast of UK value sales of stout/porter, 2010-20

Channels to Market

The off-trade outperforms the on-trade
Figure 16: Value and volume sales of beer, by channel, 2010-15

Market Drivers

Alcoholic drink prices continue to rise
Figure 17: UK excise duty rates for selected alcoholic drinks, 2005-15
UK consumers continue to cut back on alcohol
The continued rise of craft
An embattled on-trade industry
Bridging occasions and the gender divide
Population changes could also impact the market

Key Players – What You Need to Know

The UK market set for notable change
Stella holds off Foster’s challenge for top spot in lager
Traditional canned ales under pressure
Little change in the stout/porter segment
Adspend plateaus in 2014
High-profile innovation remains commonplace

Market Share

The UK market set for notable change
Figure 18: Leading manufacturers’ shares of beer sales in the UK off-trade, 2014/15*
Stella holds off Foster’s challenge for top spot in lager
Figure 19: Retail value sales of the leading lager brands in the UK, 2012/13-2014/15
Budweiser and Corona drive AB InBev’s strong performance
Molson Coors also sees a mixed performance
Heineken on the march
Traditional canned ales under pressure
Figure 20: Retail value sales of the leading ale/bitter brands in the UK, 2012/13-2014/15
A number of big winners
Little change in the stout/porter segment
Figure 21: Retail value sales of the leading stout/porter brands in the UK, 2012/13-2014/15

Brand Communication and Promotion

Beer adspend plateaus in 2014
Figure 22: Recorded above-the-line, online display and direct mail total advertising expenditure on beer, 2012-15
Figure 23: Recorded above-the-line, online display and direct mail total advertising expenditure on beer, by category, 2012-15
Heineken leads the way in beer advertising
AB InBev and Diageo also invest in their leading brands
Figure 24: Recorded above-the-line, online display and direct mail total advertising expenditure on beer, by advertiser, 2014
Figure 25: Recorded above-the-line, online display and direct mail total advertising expenditure on beer, by top 15 highest-spending brands, 2012-15
Other selected lager campaigns
Other selected ale/bitter campaigns
TV remains the most popular channel for advertisers

Launch Activity and Innovation

Guinness pushes innovation
Innovation in low- and non-alcoholic beer
Innovation in spirit beers (‘speers’)
Other selected NPD activity

Brand Research

What you need to know
Brand map
Figure 26: Attitudes towards and usage of selected beer brands, October 2015
Key brand metrics
Figure 27: Key metrics for selected beer brands, October 2015
Foster’s has perceived value advantage
Figure 28: Attitudes, by beer brand, October 2015
Heineken most likely to be associated with being boring and tired
Figure 29: Brand personality – Macro image, October 2015
Peroni offers a stylish option
Figure 30: Brand personality – micro image, October 2015
Brand analysis
Peroni enjoys a premium sophisticated and stylish image
Figure 31: User profile of Peroni, October 2015
London Pride has a traditional and authentic image
Figure 32: User profile of London Pride, October 2015
Doom Bar has potential for further growth
Figure 33: User profile of Doom Bar, October 2015
Stella Artois scores highly on usage and trust
Figure 34: User profile of Stella Artois, October 2015
Coors Light seen as cool and refreshing, but lacks trust among consumers
Figure 35: User profile of Coors Light, October 2015
Foster’s value and convenience offsets negative perceptions
Figure 36: User profile of Foster’s, October 2015
Heineken could be vulnerable to competitors
Figure 37: User profile of Heineken, October 2015

The Consumer – What You Need to Know

63% of adults drink beer
Supermarkets remain the most popular place to buy beer
Only 29% of beer drinkers are prepared to go over £4 per pint
‘Classic’ pint glasses remain most popular
47% of beer drinkers think that beer marketing/advertising is too heavily aimed at men
Low prices and recommendations key to trying something new

Usage of Beer

Beer penetration dips to 63%
Figure 38: Usage of types of beer, October 2015
Figure 39: Usage of types of beer, by location, October 2015
Ale on the rise
Craft beer penetration remains at 20%
Under-35s drive usage in more niche segments
62% of beer drinkers do so at least once a week
Figure 40: Frequency of drinking beer, October 2015

Locations for Buying Beer

Supermarkets remain the most popular place to buy beer
Figure 41: Locations for buying beer, October 2015
Online opportunities
64% of beer drinkers buy beer from pubs/bars

On-trade Spending

Only 29% of beer drinkers are prepared to spend more than £4 per pint
Figure 42: Amount willing to spend on a pint of beer, October 2015
£2-2.49 can be a lucrative bracket for half pints
Figure 43: Amount willing to spend on a half pint of beer, October 2015

Glassware Preferences

‘Classic’ pint glasses remain most popular
Tulip glasses fall some way behind the nonic in popularity
Figure 44: Glassware preferences when drinking beer, October 2015
Women are drawn to feminine glasses

Attitudes towards Beer

Attitudes towards buying beer
Figure 45: Attitudes towards beer, October 2015
Buying online and in person
Many beer drinkers still look for the familiar in the on-trade
Attitudes towards craft beer
Attitudes towards the positioning of beer

Enticements to Try New Beers

Low prices key to trying something new…
Figure 46: Factors for encouraging trialling of new beers, October 2015
…along with recommendations
Various other factors can also be strong enticements
Other factors only have limited resonance

Appendix – Data Sources and Abbreviations

Data sources
Abbreviations
Fan chart forecast
Brand research
Brand map

Appendix – Market Size and Segmentation

Figure 47: Best- and worst-case forecasts for the total beer market, by value, 2015-20
Figure 48: Best- and worst-case forecasts for the total beer market, by volume, 2015-20
Figure 49: Best- and worst-case forecasts for the lager market, by value, 2015-20
Figure 50: Best- and worst-case forecasts for the lager market, by volume, 2015-20
Figure 51: Forecast of UK volume sales of lager, 2010-20
Figure 52: Best- and worst-case forecasts for the ale/bitter market, by value, 2015-20
Figure 53: Best- and worst-case forecasts for the ale/bitter market, by volume, 2015-20
Figure 54: Forecast of UK volume sales of ale/bitter, 2010-20
Figure 55: Best- and worst-case forecasts for the stout/porter market, by value, 2015-20
Figure 56: Best- and worst-case forecasts for the stout/porter market, by volume, 2015-20
Figure 57: Forecast of UK volume sales of stout/porter, 2010-20

Appendix – Market Share

Figure 58: Manufacturers’ shares of beer sales in the UK off-trade, 2014/15*
Figure 59: Retail volume sales of the leading lager brands in the UK, 2012/13-2014/15
Figure 60: Retail volume sales of the leading ale/bitter brands in the UK, 2012/13-2014/15
Figure 61: Retail volume sales of the leading stout/porter brands in the UK, 2012/13-2014/15

List of Table

NA

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *

Upcoming Reports

  • Sugar and Gum Confectionery - UK - January 2015

    Rising dental health concerns can create an opportunity for chewing gum brands. Currently much of the marketing for sugar-free gums centres around fresh breath, however, the dental health benefits, particularly for children, could warrant more focus. Though explored internationally, tooth-friendly gums tailored for children remain rare in the UK market....