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Aug 3, 2010

Innovations in Beer: Growth opportunities in emerging markets now available at ReportsandReports

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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?

Table of Contents

Innovations in Beer

Executive summary 10

Market drivers and resistors 10

Growth opportunities in the beer market 11

Innovation and NPD in the beer market 12

Key trends and product examples 13

Chapter 1 Introduction 16

What is this report about? 16

The market defined 17

Report structure 17

Chapter 2 Market drivers and resistors 20

Summary 20

Introduction 20

Driving growth in the beer market 21

Resurgence in DPI 22

Emergence of middle class 23

Increase in on-trade drinking among women 25

Responsible drinking 28

Campaign to reduce binge drinking 28

Preventing underage beer sales 29

Preventing drink driving 30

Restricting growth in the beer market 30

Competition from other alcoholic beverages 30

Regulatory issues 33

Smoking bans in public places in the EU 33

Preventing alcohol abuse through restrictions on promotional

activities 34

Tax structure 34

Chapter 3 Growth opportunities in beer

market 38

Summary 38

Introduction 39

Beer market value overview 39

Value by geography 41

Value by country 42

Value by category and sub-category 44

Performance of beer sub-categories in Europe 47

Performance of beer sub-categories in Asia Pacific 48

Performance of beer sub-categories in North America 49

Emerging beer markets 50

Chapter 4 Innovation and NPD in the beer

market 54

Summary 54

Introduction 55

Innovation type 55

Regional analysis 56

Europe 57

Asia Pacific 60

North America 64

Category analysis 69

Category overview 69

Beer 70

Cider 72

Packaging analysis 74

Packaging overview 74

Changing position of beer 78

Flavor trends 80

Chapter 5 Key trends and product

examples 84

Summary 84

Introduction 84

Premium/indulgence 85

New areas of NPD 85

Complementing food 86

Sensory appeal 87

Health 89

Fortified beer 89

Vitamin fortified beer 89

Mineral enriched beer 90

High in polyphenols 91

Weight management 92

Reduced serving sizes 92

Low calorie 93

New genre beer 94

Natural 95

High quality, less processed ingredients 95

Adverse impact of additives 98

Sustainability 99

Organic beer 99

Fairtrade beer 100

Ethical production practices 101

Sustainable packaging 102

Alternative sustainable packaging material – PET 103

Convenience 105

Convenient packaging 105

Beers emulating soft drinks and other alcoholic drinks 109

Borrowing functional ingredients from soft drinks 109

Soft drink mixes 111

Beer mixes 112

Wine mixes 113

Chapter 6 Conclusions 116

Key trends for the future 116

Increasing consumer interaction 116

Growth of emerging markets 116

PET packaging 118

Category blurring 118

Private label 118

Index 120

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