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

Craft Beer - US - June 2014

Published By :

Mintel

Published Date : Jul 2014

Category :

Alcoholic Beverages

No. of Pages : 180 Pages

The leading purchase driver among craft beer drinkers is style, pointing to a more discerning consumer base. This focus on style and flavor is a major element that differentiates a craft beer drinker from the rest, and points to the future of beer in the US. Whereas consumers used to have to turn to imports for flavor variety, the expansion of craft breweries with interesting flavor offerings has opened the domestic market to experimentation. This presents vast opportunity for product trial, which will keep the market interesting in the near future.
Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations

Executive Summary

The market
Craft beer sales are estimated to reach $20 billion in 2014
Figure 1: Total US retail sales and forecast of craft beer (on- and off-premise), at current prices, 2009-19
Leading companies
Boston Beer made up 16% of craft beer sales in 2012
Figure 2: Leading craft beer companies, by volume, 2010 and 2012*
The consumer
Nearly one quarter of consumers age 22+ drink craft beer
Figure 3: Type of beer consumed, by age, March 2014
Style drives craft purchase
Figure 4: Purchase decision (top five factors overall), by type of beer consumed, March 2014
Craft drinkers drawn to clear flavor descriptions
Figure 5: Purchase influencers, by type of beer consumed, March 2014
What we think

Issues and Insights

How does a craft beer drinker differ from a mainstream beer drinker?
Issue
Insight: Category should capitalize on its engaged consumer base
How can craft brands gain on large manufacturers?
Issue
Insight: Emphasize style, taste, and personal experience
Can the craft beer market continue to grow?
Issue
Insight: A blurring of lines will benefit the industry and the consumer

Trend Applications

Trend: Slow It All Down
Trend: Objectify
Trend: Let’s Make A Deal

Market Size and Forecast

Key points
Craft beer sales are estimated to reach $20 billion in 2014
Sales and forecast of craft beer
Figure 6: Total US sales and forecast of craft and craft-style beer (on- and off-premise), at current prices, 2009-19
Figure 7: Total US sales and forecast of craft and craft-style beer (on- and off-premise), at inflation-adjusted prices, 2009-19
True craft leads craft sales and growth
Figure 8: Total US retail sales of craft beer, by segment, at current prices, 2012 and 2014 (est.)
Craft sales grow 110% from 2009-14
US retail sales of craft beer
Figure 9: Total US sales and forecast of craft beer, by segment, at current prices, 2009-14
Craft-style sales grow 62% from 2009-14
US retail sales of craft-style beer
Figure 10: Total US sales and forecast of craft beer, by segment, at current prices, 2009-14
Fan chart forecast
Figure 11: Total US retail sales and forecast of craft beer, at current prices, 2009-19

Market Drivers

Key points
Economic benefit driving helpful legislation
Local players look to new markets for growth

Competitive Context

Lines blurring between craft and non-craft
Figure 12: Attitudes toward beer (brand), by any agree, by age, March 2014
Figure 13: Attitudes toward beer (brand), by any agree, by type of beer consumed, March 2014

Leading Companies and Brand Analysis

Key points
Craft leaders all see strong growth from 2010-12
Figure 14: Samuel Adams, “Over 60 Beers,” TV Ad, 2014
Figure 15: Samuel Adams, “Best Day Ever,” TV Ad, 2013
As the category moves mainstream, leaders look for other ways to differentiate
Figure 16: New Belgium Brewing, “Want a Beer?,” TV Ad, 2013
Leading company sales of craft beer
Figure 17: Leading craft beer companies, by volume, 2010 and 2012*
Leading brand sales of craft beer
Figure 18: Leading craft beer brands, by volume, 2010 and 2012*

Innovations and Innovators

Food pairings invite consumers to savor the flavors
Craft beer makers are sweet on sour
Brewery tours and taproom invitations add to the experience
Cans offer convenience, sustainability, and style
Hops are hip

Social Media

Key points
Market overview
Key social media metrics
Figure 19: Key social media metrics, May 2014
Usage and awareness
Figure 20: Usage and awareness for selected craft beer varieties,
Interactions with craft beer varieties
Figure 21: Interactions with selected craft beer varieties,
Leading online campaigns
Mobile apps
Going local
Paying homage to flavors and beer varieties
What we think
Online conversations
Figure 22: Online conversations around selected craft beer varieties, by month, June 1, 2013-May 31, 2014
Where are people talking about craft beer varieties?
Figure 23: Online conversations around selected craft beer varieties, by page type, June 1, 2013-May 31, 2014
What are people talking about?
Figure 24: Topics of conversations around selected craft beer varieties, June 1, 2013-May 31, 2014

Beer Consumption

Key points
A quarter of Americans aged 22+ drink craft beer
Men more engaged than women
Figure 25: Type of beer consumed, by gender, March 2014
Craft may be an acquired taste
Figure 26: Type of beer consumed, by age, March 2014
HH income has strong impact on craft beer consumption
Figure 27: Type of beer consumed, by household income, March 2014
Craft struggles in the South
Figure 28: Type of beer consumed, by region, March 2014
Craft beer drinkers don’t appear to be exclusive
Figure 29: Type of beer consumed, by type of beer consumed, March 2014

Consumption Occasion

Key points
Craft beer drinking is a social affair
Men more likely than women to drink beer solo
Figure 30: Craft beer consumption occasion, by gender, March 2014
Younger consumers more likely to drink alone
Figure 31: Craft beer consumption occasion, by age, March 2014
Drinking alone doesn’t mean living alone
Figure 32: Craft beer consumption occasion, by household size, March 2014
Craft drinkers care about food
Figure 33: Microwbrewed beer, by food lifestyle segmentation, November 2012-December 2013

Reasons for Drinking Craft Beer

Key points
Relaxation and reward lead reason for drinking
Young consumers drink to relax, enhance mood
Figure 34: Reasons for drinking craft beer, by age, March 2014
Craft beer serves as an outlet for parents
Figure 35: Reasons for drinking craft beer, by presence of children in household, March 2014
Midwesterners encouraged by community support
Figure 36: Reasons for drinking craft beer, by region, March 2014
Craft beer drinkers less likely than average to do so to get drunk
Figure 37: Attitudes toward alcohol, November 2012-December 2013

Purchase Decision

Key points
More than half of beer drinkers prioritize brand
Older consumers more likely to be driven by brand, flavor
Figure 38: Purchase decision, by age, March 2014
Craft drinkers drawn to full-bodied flavor, style
Figure 39: Purchase decision, by type of beer consumed, March 2014
Light flavor varieties may grow participation among women
Figure 40: Purchase decision, by gender and age, March 2014
Low income earners driven by brand, high earners interested in style
Figure 41: Purchase decision, by household income, March 2014
Southerners prioritize brand over style
Figure 42: Purchase decision, by region, March 2014

Consumption Location

Key points
Craft beer drinkers fairly split between on-/off-premise consumption
Figure 43: Quantity of beer consumed, March 2014
Shifting the emphasis from selling to sharing is important in craft
Tap takeovers allow for exposure, trial
Expanding availability, connecting with community key to growth

Purchase Influencers

Key points
Flavor familiarity and influence of friends impact product choice
Flavor familiarity and influence of friends impact product choice
Figure 44: Purchase influencers, by age, March 2014
Craft drinkers drawn to clear flavor descriptions
Figure 45: Purchase influencers, by type of beer consumed, March 2014

Choosing an Alternate Product

Key points
Craft drinkers interested in style, willing to try new products
Collaborations boost interest in the category
Figure 46: Choosing an alternate product, by type of beer consumed, March 2014
Younger beer drinkers try new things
Figure 47: Choosing an alternate product, by age, March 2014

Attitudes Toward Beer

Key points
Knowledge
Enhanced education may grow participation among women, others
Figure 48: Attitudes toward beer (knowledge), by any agree, by gender, March 2014
Young consumers like to share beer knowledge
Figure 49: Attitudes toward beer (knowledge), by any agree, by age, March 2014
Urbanites like to share their beer knowledge with others
Figure 50: Attitudes toward beer (knowledge), by any agree, by area, March 2014
Craft drinkers more knowledgeable, eager to share than non-craft
Figure 51: Attitudes toward beer (knowledge), by any agree, by type of beer consumed, March 2014
Perception
Gift/premium beer market may appeal to key user group
Figure 52: Attitudes toward beer (perception), by any agree, by age, March 2014
Low earners not willing to spend more on craft, high earners don’t think suitable for gifting
Figure 53: Attitudes toward beer (perception), by any agree, by household income, March 2014
Image
Image important to young beer drinkers
Figure 54: Attitudes toward beer (image), by any agree, by age, March 2014
…especially those with money to spend
Figure 55: Attitudes toward beer (image), by any agree, by age and household income, March 2014
The West is more image-conscious than the Midwest
Figure 56: Attitudes toward beer (image), by any agree, by region, March 2014

Impact of Race and Hispanic Origin

Key points
Craft would benefit from growing favor among Hispanics
Figure 57: Type of beer consumed, by race/Hispanic origin, March 2014
Hispanics not interested in beer style
Figure 58: Purchase decision, by race/Hispanic origin, March 2014
Friends play an important role in Hispanic purchase decision
Figure 59: Choosing an alternate product, by Hispanic origin, March 2014
Figure 60: Attitudes toward beer (knowledge), by any agree, by Hispanic origin, March 2014
Majority of Hispanics believe brands represent the drinker
Figure 61: Attitudes toward beer (image), by any agree, by Hispanic origin, March 2014
Emphasize affordable sophistication
Figure 62: Attitudes toward beer (perception), by any agree, by Hispanic origin, March 2014

Appendix – Other Useful Consumer Tables

Type of beer consumed
Figure 63: Type of beer consumed, by gender and age, March 2014
Figure 64: Beer consumption (average), by type of beer consumed, March 2014
Figure 65: Beer consumption** – Craft, by age, March 2014
Quantity of beer consumed
Figure 66: Beer consumption – Craft**, by household income, March 2014
Purchase decision
Figure 67: Purchase decision, by any craft consumed in the past week*, March 2014
Figure 68: Purchase decision, by awareness of these craft beer styles, March 2014
Figure 69: Purchase decision, by craft beer consumption occasion, March 2014
Figure 70: Purchase decision, by reasons for drinking craft beer, March 2014
Consumption occasion
Figure 71: Craft beer consumption occasion, by gender and age, March 2014
Figure 72: Craft beer consumption occasion, by any craft consumption in the past week*, March 2014
Figure 73: Craft beer consumption occasion, by awareness of these craft beer styles, March 2014
Reasons for drinking craft beer
Figure 74: Reasons for drinking craft beer, by gender and age, March 2014
Figure 75: Reasons for drinking craft beer, by household income, March 2014
Figure 76: Reasons for drinking craft beer, by type of beer consumed, March 2014
Figure 77: Reasons for drinking craft beer, by awareness of these craft beer styles, March 2014
Choosing an alternate product
Figure 78: Choosing an alternate product, by awareness of these craft beer styles, March 2014
Attitudes toward beer
Figure 79: Attitudes toward beer, March 2014
Figure 80: Attitudes toward beer (knowledge), by any agree, by gender and age, March 2014
Figure 81: Attitudes toward beer (perception), by any agree, by gender and age, March 2014
Figure 82: Attitudes toward beer (brand), by any agree, by gender and age, March 2014
Figure 83: Attitudes toward beer (image), by any agree, by gender and age, March 2014
Figure 84: Attitudes toward beer (image), by any agree, by type of beer consumed, March 2014
Figure 85: Attitudes toward beer (image), by any agree, by awareness of these craft beer styles, March 2014
Figure 86: Attitudes toward beer (knowledge), by any agree, by awareness of these craft beer styles, March 2014
Figure 87: Attitudes toward beer (brand), by any agree, by awareness of these craft beer styles, March 2014
Figure 88: Attitudes toward beer (perception), by any agree, by awareness of these craft beer styles, March 2014

Appendix – Social Media

Usage or awareness
Figure 89: Usage or awareness, April 2014
Figure 90: Seasonal usage or awareness, by demographics, April 2014
Figure 91: India pale ale usage or awareness, by demographics, April 2014
Figure 92: Lager usage or awareness, by demographics, April 2014
Figure 93: Stout usage or awareness, by demographics, April 2014
Figure 94: Wheat usage or awareness, by demographics, April 2014
Figure 95: Fruit beers usage or awareness, by demographics, April 2014
Activities done
Figure 96: Activities done, April 2014
Figure 97: Seasonal – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
Figure 98: Seasonal – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
Figure 99: Seasonal – Activities done – I follow/like the brand on social media because, by demographics, April 2014
Figure 100: Seasonal – Activities done – I have researched the brand on social media to, by demographics, April 2014
Figure 101: India pale ale – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
Figure 102: India pale ale – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
Figure 103: India pale ale – Activities done – I have researched the brand on social media to, by demographics, April 2014
Figure 104: Lager – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
Figure 105: Lager – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
Figure 106: Lager – Activities done – I have researched the brand on social media to, by demographics, April 2014
Figure 107: Stout – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
Figure 108: Stout – Activities done – I have researched the brand on social media to, by demographics, April 2014
Figure 109: Wheat – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
Figure 110: Wheat – Activities done – I have researched the brand on social media to, by demographics, April 2014
Figure 111: Fruit beers – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
Figure 112: Fruit beers – Activities done – I have researched the brand on social media to, by demographics, April 2014
Online conversations
Figure 113: Online conversations around selected craft beer varieties, by month, June 1, 2013-May 31, 2014
Figure 114: Online conversations around selected craft beer varieties, by page type, June 1, 2013-May 31, 2014
Figure 115: Topics of conversations around selected craft beer varieties, June 1, 2013-May 31, 2014

Appendix – Trade Associations

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....