China Beer Market Insights Report 2015

Date: August 31, 2015
Pages: 164
Price:
US$ 13,490.00 US$ 10,792.00
Offer valid until December 31, 2016!
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Publisher: Canadean
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: CB5AF1F2161EN
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SUMMARY

The beer market fell slightly during 2014, due to a slowdown in economic growth and the market reaching saturation. There was a shift from mainstream beer to premium beer as consumers tastes have developed. Imported beer is becoming more accepted by Chinese consumers and due to price decreases over the years, however overall share remains low. Metal can continued to show great growth as consumers prefer the convenience and environmental friendliness of the product.

KEY FINDINGS
  • Beer market experienced a drop in 2014
  • Top five key brewers managed to increase their collective share of the market
  • Ref glass bottles are the dominating packaging type on the market
  • Imported beer marked an impressive growth
SYNOPSIS

Canadean's China Beer Market Insights 2015 Report provides a complete overview of the China beer industry structure offering a comprehensive insight into historical background trends, 2014 performance and 2015 outlook. Covering total market (on and off-premise) the report details:
  • 2010-2014 actual detailed beer consumption volume data by segment, brand, brewer, packaging and distribution (on-/off-premise), with 2015 forecasts
  • Top line production, import, export and consumption volume from 2004-2014 with forecasts for 2015
  • Value by distribution channel 2010-2014, with 2015 forecasts
  • 2013-2015 selected on-/ off-premise retail prices
  • Details of key beer new product launches in 2014 by company
  • Overview of the competitive landscape in the beer market, with analysis of key company performance
  • Insightful and valuable analysis of the drivers behind both current and emerging trends in the beer market
  • Data is also available in excel format
REASONS TO BUY
  • Gain an in-depth understanding of the dynamics and structure of the China beer industry, from the latest competitive intelligence of both historical and forecast trends to enhance your corporate strategic planning
  • Evaluate the current emerging trends and future growth opportunities in the China beer market to support your brand development and marketing initiatives
  • Understand volume vs value trends and identify the key growth opportunities across the super-premium, premium, mainstream and discount segments to best target profitability
  • Analyse domestic and imported beer brand performance and determine the key trends driving consumption preference to develop a competitive advantage
  • Interrogate the unique granularity of our data to analyse the market on a variety of levels to make well-informed decisions on future threats and growth prospects in the marketplace for your company
  • Use our new powerpoint add-on to quickly absorb a succinct summary of the key trends in the China beer market
  • View a selection of the key 2014 product launches and identify competitor activity and product innovation and differentiation prospects
1 DATA REVISIONS SUMMARY

2 EXECUTIVE SUMMARY

3 MARKET CONTEXT

3.1 Market Context
3.2 Market Parameters Tables
3.3 Legislation and Taxation Tables

4 MARKET BACKGROUND BRIEFING

5 MARKET UPDATE

5.1 Market Commentary
5.2 New Products and Photo Shots
5.3 Packaging Trends
5.4 Beer Pricing Tables
5.5 Beer Data Tables

6 BREWER PROFILES

7 APPENDIX

7.1 Disclaimer
7.2 Methodology and Product Definitions
7.3 Map

LIST OF FIGURES

Figure 1: Beer Leading Brewers/Importers, 2014
Figure 2: Beer Consumption by Pack Material/Type, 2014
Figure 3: Beer Distribution by Channel, 2014
Figure 4: Beer Consumption by Price Segment, 2014

COMPANIES MENTIONED

Anheuser-Busch Inbev China Co Ltd
Asahi
Asia Brewery China
Carlsberg China
CRSB (China Resources Enterprises/SABmiller)
Ginsber Beer Co Ltd
Guangdong Brewery Holdings Limited (Kingway Brewery Holdings Ltd)
Heineken Asia Pacific Breweries
Henan Jinxing Beer Group Company
Kirin China
Hebei Lanbei Alcohol Co Ltd
Yunnan Lancangjiang Brewery
San Miguel China
Suntory
Tsingtao Brewery Co Ltd
Henan Weixue Beer Group
Xuanhua Zhonglou Brewery
Beijing Yanjing Brewery Group
Lanzhou Yellow River Beer Group
Zhujiang Beer Group Company
Jiangsu Dafuhao Breweries

With the world’s highest overall beer consumption, the Chinese beer industry has enjoyed a decade of rapid expansion to 2012. However, ever-more-fierce competition, rising costs of labor, packaging and raw materials, and a lower GDP growth rate saw the pace of this expansion slow in to 4% in 2012, according to consumer specialist Canadean’s new report: China Beer Market Insights 2013.

For organizations that have a stake in the Chinese beer market, a proper understanding of the broader context of life in China, and beer’s place in it, is paramount to successfully capitalizing on the opportunities the market presents.

Growing Economy

Since the late 1970s, China has moved from a closed, centrally planned system to a more market-oriented one that plays a major global role, growing to become the world’s largest exporter in 2010. Measured on a purchasing power parity (PPP) basis that adjusts for price differences, China in 2012 stood as the second-largest economy in the world after the USA, having surpassed Japan in 2001. Despite this, per capita income is below the world average, and the environmental damage and social strife that have been precipitated by the economy’s rapid transformation continues to have a substantial impact on the lives of the Chinese people.

In 2010-11, China faced high inflation resulting largely from its credit-fuelled stimulus program. Whilst some tightening measures appear to have controlled inflation, GDP growth has slowed to 7.8% in 2012. An economic slowdown in Europe contributed to a slowdown in China, and is expected to further drag down Chinese growth in 2013. Debt overhang from the stimulus program – particularly amongst local governments – and a property price

bubble are currently challenging policy makers. The government’s current Five-Year-Plan- adopted in March 2011 – emphasizes continued economic reforms and the need to increase domestic consumption in order to make the economy less dependent on foreign exports.

The Consumer Palate

China has a multi-ethnic culture with some 56 ethnic groups – of which Han comprise the largest group of almost 93% of the total. There are differences between ethnic groups and regions in eating and drinking habits, although there is a trend towards ‘food without boundaries’.

With more disposable income for urban households, eating out is a popular choice for urban residents, even at Chinese festivals such as the Spring Festival, when people used to gather at home.

Although China is a seen as a hot tea drinking nation, beer has the largest consumption volume of alcoholic beverages. In spite of this, the influence of western culture has been identified as a driver in the increased popularity of soft drinks amongst younger generations, and the double digit growth of coffee and wine consumption in recent years.

Tax Developments

On 15th April 2012, China’s adjusted tax on imports came into effect, which means stricter control on goods coming into the Chinese mainland. According to the latest revision, there is a 50% tax on wines, beer, spirits and tobacco. However, on 14th January 2013, the National Tax Bureau stated that beer produced by brewers used for continuous production does not need to pay consumer tax, which will alleviate some of the burden imposed by tax on brewers.

Beer History

Beer was introduced to China at the beginning of the 20th century, and whilst both supply and demand for beer was low following the founding of the People’s Republic of China in 1949, its production grew steadily. Between 2917 and 1980, China’s beer production grew at an average annual rate of 51% to reach 9 m hl; a period of dramatic growth followed after 1981 as controls on the use of grain were relaxed.

As the standard of living improved in the mid-80s, more investment in breweries was encouraged to create employment and boost economic growth. In 2002, Chinese beer production overtook the then-leading United States for the first time; it has retained this position ever since, and the gap between consumption in the two markets has increased.

Breweries & Brands

China is a complex market, varying widely from region to region. Indeed, nationwide, the market is a collection of regional markets with very few brewers able to operate at a truly national level. China has over 500 breweries, though more than half are unprofitable and almost half the production capacity reportedly lies idle. Consolidation has been speeding up in recent years, and in 2012, there were 20 brewers with volumes in excess of 2 m hl, with total volume accounting for almost 83% of beer sales.

Brewers continue to face pressures from rising costs and many are seeking ways to increase efficiency. At the same time, energy conservation and the reduction of emissions remains a long-term priority. After years of expansion through mergers, acquisitions, new builds and capacity expansion, China Resources Snow Brewery Co Ltd (CRSB) leads the market in China. Tsingtao, the most famous brewer in China, has its brand spread 

nationwide. A-BInBev, since its global merger, has become the third largest volume brewer in the China market. These three brewers accounted for 49% of consumption volumes in 2012. Other brewers only strong in some of the regional markets are trying to make brands available on a national level.

Further industry consolidation is the long-term trend. There are around 1,500 brands in China, but in terms of distribution coverage, only Tsingtao and Snow are truly national brands.

Segmentation

Lager dominates the Chinese beer market. The segment has been increasing rapidly with the fast growth of the Snow and Tsingtao brands. However, there remain hundreds of local brands, and consolidations are expected over the next two to three years.

No alcohol and low alcohol beer currently have a very small volume, but growth is forecast in light of even stricter punishments for drink-driving. The demand for premium beer has seen an upturn with a new focus on innovation and the search for profit contributing to this, with both mainstream and small brewers developing a broadening range.

The material was prepared in August, 2013.

LIST OF TABLES

Table 1: China (National Research) Population Size and Growth, 1991-2017F
Table 2: China (National Research) Economic Indicators, 2006-2016F
Table 3: Asia Commercial Beverage Consumption - Per Capita, 2004-2015F
Table 4: Asia Commercial Beverage Consumption - Per Capita % Share, 2004-2015F
Table 5: Asia Commercial Beverage Consumption - Per Capita Growth, 2005-2015F
Table 6: Taxation Base
Table 7: Historical Excise Rates of Beer
Table 8: Legal Controls on Beer
Table 9: Tax Burden on Beer @ 5% Abv, 2013
Table 10: Leading Retail Groups for Beer 2010-2014 (number of outlets)
Table 11: Beer Key Facts
Table 12: Top 10 Beer Brands - Volume, 2012-2014
Table 13: Top 10 International Premium and Superpremium Beer Brands - Volume, 2012-2014
Table 14: Licensed Brand Owners and Licensees
Table 15: Beer Market Valuation (Local Currency), 2013-2015F
Table 16: Trade Margin Build-Up Model
Table 17: Selected Consumer Beer Prices, East Region: On-Premise, 2013-2015
Table 18: Selected Consumer Beer Prices, North Region: Off-Premise, 2013-2015
Table 19: Selected Consumer Beer Prices, South Region: Off-Premise, 2013-2015
Table 20: Selected Consumer Beer Prices, West Region: Off-Premise, 2013-2015
Table 21: Selected Consumer Beer Prices, East Region: On-Premise, 2013-2015
Table 22: Selected Consumer Beer Prices, North Region: On-Premise, 2013-2015
Table 23: Selected Consumer Beer Prices, South Region: On-Premise, 2013-2015
Table 24: Selected Consumer Beer Prices, West Region: On-Premise, 2013-2015
Table 25: Beer Production/Trade/Consumption 000 HL, 2004-2015F
Table 26: Beer Production/Trade/Consumption - Growth, 2004-2015F
Table 27: Consumption of FABs and Cider (000 HL), 2004-2015F
Table 28: Beer Foreign Trade By Country (Imports), 2011-2015F
Table 29: Beer Foreign Trade By Country (Exports), 2011-2015F
Table 30: Beer Market Valuation (Local Currency), 2013-2015F
Table 31: Beer Consumption by Local Definition, 2011-2015F
Table 32: Beer Consumption by Standard Price Segmentation, 2011-2015F
Table 33: Beer Consumption by Alcoholic Strength, 2011-2015F
Table 34: Beer Consumption by Type, 2011-2015F
Table 35: Beer Consumption by Geographic Scope, 2011-2015F
Table 36: Beer All Trademarks, 2010-2014
Table 37: Beer Brands by Local Definition, 2010-2014
Table 38: Beer Brands by Standard Price Segment, 2010-2014
Table 39: Beer Brands by Alcoholic Strength, 2010-2014
Table 40: Beer Brands by Type, 2010-2014
Table 41: Imported Brands by Origin, 2010-2014
Table 42: Beer Licensed Brands, 2010-2014
Table 43: Beer Private Label Brands, 2010-2014
Table 44: Beer Trademark Owners, 2010-2014
Table 45: Beer Local Operators, 2010-2014
Table 46: Beer leading Brewers/Importers, 2010-2014
Table 47: Beer Consumption by Pack Mix: Refillability/Pack/Size, 2011-2015F
Table 48: Beer Distribution: On vs Off Premise, 2011-2015F
Table 49: A-BInBev China Investment Co Ltd Brand Volumes 2010-2014
Table 50: Asahi Breweries Brand Volumes 2010-2014
Table 51: Asia Brewery China Brand Volumes 2010-2014
Table 52: Carlsberg China Brand Volumes 2010-2014
Table 53: Chongqing Brewery Brand Volumes 2010-2014
Table 54: Heineken Asia Pacific Breweries China Brand Volumes 2010-2014
Table 55: China Resources Snow Breweries Ltd Brand Volumes 2010-2014
Table 56: Guangdong Brewery Brand Volumes 2010-2014
Table 57: Kirin China Brand Volumes 2010-2014
Table 58: Suntory China Brand Volumes 2010-2014
Table 59: Ginsber Brewery Brand Volumes 2010-2014
Table 60: Henan Jinxing Brewery Brand Volumes 2010-2014
Table 61: Tsingtao Brand Volumes 2010-2014
Table 62: Yanjing Brewery Brand Volumes 2010-2014
Table 63: Yunnan Lancangjiang Brewery Brand Volumes 2010-2014
Table 64: Hebei Lanbei Alcohol Co Ltd Brand Volumes 2010-2014
Table 65: San Miguel China Brand Volumes 2010-2014
Table 66: Zhujiang Beer Group Brand Volumes 2010-2014
Table 67: Lanzhou Yellow River Beer Group Brand Volumes 2010-2014
Table 68: Shandong New Immense Brewery Brand Volumes 2010-2014
Table 69: Xuanhua Zhonglou Beer Co Ltd Brand Volumes 2010-2014

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