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Innovations in Beer
Growth opportunities in emerging markets, new flavors and innovative product formats

  • Publication Date:July 2010
  • Publisher:Business Insights
  • Product Type: Report
  • Pages:120

Innovations in Beer Growth opportunities in emerging markets, new flavors and innovative product formats

Beer is an alcoholic beverage made from brewing and fermentation of starched derived from malted barley and can be classified into three categories as enlisted below. The global beer market was valued at around $546bn in 2009, an increase of 1.5% over 2008. Business Insights forecasts this market to grow at a CAGR of 1.8% during 2009-14 to reach a value of about $596bn in 2014. In Western Europe and the US, the beer market is matured registering a moderate growth rate. Emerging markets such as China, India, Thailand, Nigeria and Vietnam will play a critical role in the development of global beer industry due to rise in purchasing power of middle class population and investment in food and drink supply chain infrastructure. Ethical concerns are driving innovation and NPD in packaging material with PET emerging as a major threat to glass led by enabling technologies strengthening barrier properties of PET.
The report contains a summary of the important and novel beer launched between April 2006 and March 2010 as reported by Product Launch Analytics, an in-house database of new product launches in fast moving consumer goods. This report analyzes market data on the value growth of the beer market. Innovation and NPD are analyzed by region and category and emerging market trends are illustrated in the report. Moreover, this report enables manufacturers to identify the emerging trends and growth opportunities in beer.

Key features of this report

  • Dynamics of the major beer markets during the period 2009-14.
  • Key trends, market drivers and resistors to the growth of global beer markets.
  • NPD and innovation trends in the major beer markets based on the analysis of growth in major categories and sub-categories.
  • Analysis of innovative new beer products launched between 2006 and 2009 from the data sourced from Product Launch Analytics.
  • Investigating NPD and innovations in formulations, packaging and positioning in beer, and how these innovations help in product differentiation for beer manufacturers.

Scope of this report

  • Predict future growth areas in beer based on this report's forecasts to 2014 of market value by category and sub-category in Europe, North America and Asia-Pacific.
  • Identify key trends that are shaping the beer market and examine the key market drivers to 2014 detailing trends in innovation, packaging and product tags.
  • Improve the targeting and effectiveness of your NPD strategy using this report's analysis of products launch data of over 3,165 product launched between 2006-09.
  • Learn from the NPD and innovations in the global beer markets to replicate their successes effectively in the future growth markets.

Key Market Issues

  • Competition from other alcoholic beverages - Beer has been losing share to rival competitors such as wine and spirits. Wine has been gaining share in Europe due to its antioxidant properties and easy pairing with any food. Spirits is gaining share in the US due to increased promotional efforts including advertisements on television, availability of wide array of flavored products at various price points ranging from above-premium offerings to value-priced offerings
  • Prohibition on smoking in public places in the European Union - Partial and complete bans imposed on smoking in public places in countries all over Europe has led to an adverse impact on the frequency of visits to on-trade premises and in turn clip the sales volumes of alcoholic beverages. With recession curbing the purchasing power of consumers and smoking ban the desire to visit on-trade channels, the frequency of purchase of beer in retail outlets will increase, causing off-trade channels to outperform on-trade channels.
  • Preventing alcohol abuse through restriction on promotional activities - The approval of the proposition drawn by the UN health agency to prevent alcohol abuse in the first half of 2010 by prohibiting promotion of alcohol to young consumers either through advertisements or through sales promotions will cause brewers to reconsider their strategy to penetrate developing markets. With growth slowing down in developed economies, such prohibitions on promotional activities will make it difficult for international brands to penetrate emerging markets and gain share from domestic players

Key findings from this report

  • Europe was the largest market for beer in 2009 valued at approximately $267bn and projected to grow at a minimal CAGR of 0.03% during 2009-14. Health conscious consumers in Europe prefer to consume healthier alternatives such as wine will slowdown the uptake of beer in the region
  • Among all sub-categories of beer, standard lager recorded largest share of 53.2% (approximately $290bn) by value in 2009. This category is projected to grow at a CAGR of 2.1% during 2009-14 to reach nearly $321bn in 2014. The pre-mixed spirits, alcoholic soft drinks and specialty beer with projected CAGR of 2.7%, 2.2% and 2.1% respectively will be the fastest growing sub-categories in the global beer market during 2009-14.
  • Among all the new launches made through 2006-09, only 5.6% were tagged as innovative with innovation in formulation accounting for the largest share, 69.6% in 2009 driven primarily by product line extension through launch of novel flavors. Beer category leads innovative launches in formulation and has been in line with the trends of sustainability, health and premiumization.
  • Bottles have been largely used for packaging purpose in the beer market through 2006-09, accounting for 55.3% share in all the new launches made globally in 2009 followed by cans with a share of 27.6%. PET packaging is slowly gaining grounds at the expense of glass bottles due to the light weight, unbreakable nature and easy to handle characteristics and is touted as an upcoming trend for future packaging materials.

Key questions answered

  • What are the key drivers and resistors to the growth of global beer markets?
  • What key consumer trends are driving NPD and innovations in beer?
  • What are the key growth opportunities within the beer market?
  • What was the market size of the global beer market by value in 2009 and what will be the market size of the global beer market during 2009-14?
  • Which beer categories and sub-categories will achieve the highest value growth during 2009-14?
  • Executive summary
    • Market drivers and resistors
    • Growth opportunities in the beer market
    • Innovation and NPD in the beer market
    • Key trends and product examples
  • Chapter 1 Introduction
    • What is this report about?
    • The market defined
    • Report structure
  • Chapter 2 Market drivers and resistors
    • Summary
    • Introduction
    • Driving growth in the beer market
    • Resurgence in DPI
    • Emergence of middle class
    • Increase in on-trade drinking among women
    • Responsible drinking
    • Campaign to reduce binge drinking
    • Preventing underage beer sales
    • Preventing drink driving
    • Restricting growth in the beer market
    • Competition from other alcoholic beverages
    • Regulatory issues
    • Smoking bans in public places in the EU
    • Preventing alcohol abuse through restrictions on promotional activities
    • Tax structure
  • Chapter 3 Growth opportunities in beer market
    • Summary
    • Introduction
    • Beer market value overview
    • Value by geography
    • Value by country
    • Value by category and sub-category
    • Performance of beer sub-categories in Europe
    • Performance of beer sub-categories in Asia Pacific
    • Performance of beer sub-categories in North America
    • Emerging beer markets
  • Chapter 4 Innovation and NPD in the beer market
    • Summary
    • Introduction
    • Innovation type
    • Regional analysis
    • Europe
    • Asia Pacific
    • North America
    • Category analysis
    • Category overview
    • Beer
    • Cider
    • Packaging analysis
    • Packaging overview
    • Changing position of beer
    • Flavor trends
  • Chapter 5 Key trends and product examples
    • Summary
    • Introduction
    • Premium/indulgence
    • New areas of NPD
    • Complementing food
    • Sensory appeal
    • Health
    • Fortified beer
    • Vitamin fortified beer
    • Mineral enriched beer
    • High in polyphenols
    • Weight management
    • Reduced serving sizes
    • Low calorie
    • New genre beer
    • Natural
    • High quality, less processed ingredients
    • Adverse impact of additives
    • Sustainability
    • Organic beer
    • Fairtrade beer
    • Ethical production practices
    • Sustainable packaging
    • Alternative sustainable packaging material - PET
    • Convenience
    • Convenient packaging
    • Beers emulating soft drinks and other alcoholic drinks
    • Borrowing functional ingredients from soft drinks
    • Soft drink mixes
    • Beer mixes
    • Wine mixes
  • Chapter 6 Conclusions
    • Key trends for the future
    • Increasing consumer interaction
    • Growth of emerging markets
    • PET packaging
    • Category blurring
    • Private label
    • Index
  • List of Figures
    • Figure 2.1: Drivers and resistors of beer industry
    • Figure 2.2: Alcohol and non-alcoholic beverages spent (% of average annual expenditure) in the US, by quintiles of income, 2008
    • Figure 2.3: Size of the global middle class (%), 2009 and 2030
    • Figure 2.4: Ambar Manzana - Cerveza con Fibra
    • Figure 2.5: Bavaria Malt Non Alcoholic Beer
    • Figure 2.6: Carlsberg Eve
    • Figure 2.7: Heineken's 'Know the Signs' campaign and the 'Tag of Shame'
    • Figure 2.8: Carling C2 mid-strength lager
    • Figure 2.9: Comparison of growth rates across alcoholic beverage categories in Europe, 2009-14 (%)
    • Figure 2.10: Comparison of growth rates across alcoholic beverages categories in the US, 2009-14 (%)
    • Figure 2.11: Smoking ban status in the EU
    • Figure 2.12: Beer tax and consumption tax in major beer consuming nations, 2008
    • Figure 3.13: Global beer market value ($bn) 2009-14
    • Figure 3.14: Global beer market value share, by geography (% value), 2009-14
    • Figure 3.15: Top 10 beer markets, by value ($bn), 2009-14
    • Figure 3.16: Growth in beer sub-categories, CAGR (%), 2009-14
    • Figure 3.17: Beer markets with projected CAGR >3.0% ($bn), 2009-14
    • Figure 4.18: Share of new product launches, by region (%), 2006-09
    • Figure 4.19: Share of new products launched in Europe, by category (%), 2006-09
    • Figure 4.20: Residenz - Bio-Reis-Gold Bier
    • Figure 4.21: Once Upon A Tree - Blenheim Orange Cider
    • Figure 4.22: Share of new products launched in Asia Pacific, by category (%), 2006-09
    • Figure 4.23: Suntory's ready-to-drink Cocktail Calorie FAB
    • Figure 4.24: Sapporo Classic 2009 Furano Vintage
    • Figure 4.25: Share of new products launched in North America, by category (%), 2006-09
    • Figure 4.26: Peak Organic - Wheat Ale Pomegranate
    • Figure 4.27: Lammsbräu - Premium Organic Non-Alcoholic Beer
    • Figure 4.28: New product launches in beer market, by category (%), 2006-09
    • Figure 4.29: Mongozo Exotic Beer - Mango
    • Figure 4.30: Sabai - Wine Spritzer with Hibiscus
    • Figure 4.31: Suntory - Ringo to Shokumotsu Seni no O-shu
    • Figure 4.32: Adnams - Broadside and Explorer
    • Figure 4.33: Coors Light Beer - cold-activated bottle
    • Figure 4.34: Coors Light Vented Wide Mouth Can
    • Figure 4.35: Hite's S beer in green PET bottle
    • Figure 4.36: Examples of different types of apple flavored beer launched over 2006-09
    • Figure 5.37: Crown Ambassador Reserve - Lager
    • Figure 5.38: Estrella Damm's INEDIT
    • Figure 5.39: Fusion's Bluebottle, Firefly and Prime beers, and Edelstoff's Porter
    • Figure 5.40: Affligem's Noel Christmas ale, and Crispin's Natural Hard Apple Cider - Honey Crisp Artisanal Reserve
    • Figure 5.41: 16 Mile Beer
    • Figure 5.42: Stampede Light low calorie lager
    • Figure 5.43: Autentica Bebida Energizante Tri-Malta and Asahi Honnama Aqua Blue
    • Figure 5.44: Kirin's Tanrei W
    • Figure 5.45: Dundee Oktoberfest lager
    • Figure 5.46: Molson Canadian 67 Light Beer and Caledonian Cooler - Arctic Strawberry
    • Figure 5.47: Sapporo Draft One and Double Off
    • Figure 5.48: Matson's Lager: natural, all-malt, chemical-free brew
    • Figure 5.49: Lammsbräu Premium Organic Non-Alcoholic Beer
    • Figure 5.50: Colonos Premium Lager
    • Figure 5.51: Butte Creek' Organic Pilsner and Eel River's Acai Berry Wheat Ale
    • Figure 5.52: William Wilberforce Freedom Ale, and Wells' Banana Bread Beer
    • Figure 5.53: Adnams East Green Carbon Neutral beer
    • Figure 5.54: Heineken European beer brands Dreher, Cruzcampo and 33 in multi- layer plastic bottles
    • Figure 5.55: Heineken Zlatopramen Beer
    • Figure 5.56: Carlsberg's 'Club' bottle
    • Figure 5.57: Miller Light Home Draft Beer
    • Figure 5.58: Kegless beer-in-a-box concept
    • Figure 5.59: Beck's Level 7 and JSC Obolon's Beer Mix Energy
    • Figure 5.60: Mike's Premium Malt Cocktails' Pomegranate Martini with Acai Berries, Growers
    • Cider Acai Berry, and Vex's Hard Lemonade - Pink Lemonade
    • Figure 5.61: Kirin's Gyugyutto Shibotta Premium Cocktail - grapefruit, peach, and pineapple
    • Figure 5.62: Asahi's Shunka Shibori Natsu Gentei Kan Okinawa San Shekwasha and the Shunka
    • Shibori Natsu Gentei Kan Wakayama San Nankobai
    • Figure 5.63: RICH sparkling wine drink - Passion, Prosecco, and Royal
    • Figure 6.64: Key future trends in the beer market
    • Figure 6.65: 7 Eleven's private label Game Day Light and Game Day Ice beer
  • List of Tables
    • Table 2.1: Alcohol and non-alcoholic beverages spent (% of average annual expenditure) in the US, by quintiles of income, 2008
    • Table 2.2: Size and share of the global middle class (m) and PPP ($bn), 2009-30
    • Table 3.3: Global beer market value ($bn), 2009-14
    • Table 3.4: Global beer market size by geography ($bn), 2009-14
    • Table 3.5: Top 10 beer markets, by value ($bn), 2009-14
    • Table 3.6: Global beer market value, by category and sub-category ($bn), 2009-14
    • Table 3.7: European beer market value, by sub-category ($bn), 2009-14
    • Table 3.8: Asia Pacific beer market value, by sub-category ($bn), 2009-14
    • Table 3.9: North American beer market value, by sub-category ($bn), 2009-14
    • Table 3.10: Beer markets with projected CAGR >3.0% ($bn), 2009-14
    • Table 4.11: Share of new product launches, by innovation type (%), 2006-09
    • Table 4.12: Share of new product launches, by region (%), 2006-09
    • Table 4.13: Share of new products launched in Europe, by category (%), 2006-09
    • Table 4.14: Share of new products launched in Asia Pacific, by category (%), 2006-09
    • Table 4.15: Comparison of top 10 claims in beer in Asia Pacific and Japan (%), 2006-09
    • Table 4.16: Share of new products launched in North America, by category (%), 2006-09
    • Table 4.17: Top 10 claims/tags on new products launched in North America (%), 2006-09
    • Table 4.18: New product launches in beer market, by category (%), 2006-09
    • Table 4.19: Top 10 pack types on new product launches (%), 2006-09
    • Table 4.20: Top 20 tags on new beer launches (% of products with tag), 2006-09
    • Table 4.21: Top 20 flavors in new product introductions (% of new beer launches), 2006-09
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