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About this Report

Overview

Discover the latest market trends and uncover sources of future market growth for the Beer industry in China with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beer industry in China, our research will save you time and money while empowering you to make informed, profitable decisions.

The Beer in China market research report includes:

• Analysis of key supply-side and demand trends
• Detailed segmentation of international and local products
• Historic volumes and values, company and brand market volume shares
• Five year forecasts of market trends and market growth
• Production, imports by origin, exports by destination
• Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

• What is the market size of Beer in China?
• What are the major brands in China?
• How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
• What are the most popular flavours within non-alcoholic beer?
• What are the market opportunities for ‘healthier’ beers like low calorie and/or low abv beers?
• Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
• Has the recession benefited domestic lager over imported lager?

Why buy this report?

• Gain competitive intelligence about market leaders
• Track key industry trends, opportunities and threats
• Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Sample Analysis

TRENDS

• Because of the serious social impact caused by the continuous drink-driving cases, the Chinese government amended the Road Traffic Safety Law to result in more severe punishments for drink drivers. The amended law came into effect from 1 May 2011. Drink driving is not just an illegal act but a criminal act. Drink drivers will be detained for up to six months instead of just 15 days. As a result, motorists are take drink driving more seriously and getting out of the mindset of driving after drinking one or two bottles of beer. Hence, on-trade beer sales growth slowed down in 2011.

COMPETITIVE LANDSCAPE

• With its volume share increasing to 22% in 2011, China Resources Enterprise Co Ltd saw the biggest growth and further consolidated its leadership in beer sales in China. Its low pricing strategy, wide distribution network and continuous merger and acquisition activities remain the major reasons for China Resources to maintain its competitiveness. Although China Resources kept launching standard and premium lager products and also increased its average selling price, its major brand Snow is still priced lower than other national leading brands, such as Tsingtao. In 2011, China Resources acquired 45% of Jiangsu Dafuhao’s equity and 100% of Shanghai Asia Pacific Brewery Co Ltd to be the brand owner of Reeb. Reeb is the most famous brand in Shanghai, and is also targeted at the low-end market. Thus, China Resources can now avoid competition with Reeb in Shanghai and improve its leadership in the city.

PROSPECTS

• The health and wellness concept is influencing the development of the beer industry. Low-alcohol beer will continue to develop in China. Healthier beer products that use cereals as the core materials will be available, such as maize beer, oatmeal beer and black kernelled rice beer. In addition, nutritional beer with additives such as types of vegetable ingredients will be seen more. However, consumers’ acceptance of these kinds of healthy and nutritional beers needs to be cultivated. Hence, up to the research year, only a few small-scale breweries were producing these kinds of beers.