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?



Report Highlights

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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
4
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
5
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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List of Figures
Figure 2.1: Drivers and resistors of beer industry 21
Figure 2.2: Alcohol and non-alcoholic beverages spent (% of average annual expenditure) in the
US, by quintiles of income, 2008 23
Figure 2.3: Size of the global middle class (%), 2009 and 2030 24
Figure 2.4: Ambar Manzana – Cerveza con Fibra 26
Figure 2.5: Bavaria Malt Non Alcoholic Beer 27
Figure 2.6: Carlsberg Eve 28
Figure 2.7: Heineken's 'Know the Signs' campaign and the 'Tag of Shame' 29
Figure 2.8: Carling C2 mid-strength lager 30
Figure 2.9: Comparison of growth rates across alcoholic beverage categories in Europe, 2009–14
(%) 31
Figure 2.10: Comparison of growth rates across alcoholic beverages categories in the US, 2009–14
(%) 32
Figure 2.11: Smoking ban status in the EU 33
Figure 2.12: Beer tax and consumption tax in major beer consuming nations, 2008 35
Figure 3.13: Global beer market value ($bn) 2009–14 40
Figure 3.14: Global beer market value share, by geography (% value), 2009–14 42
Figure 3.15: Top 10 beer markets, by value ($bn), 2009–14 43
Figure 3.16: Growth in beer sub-categories, CAGR (%), 2009–14 46
Figure 3.17: Beer markets with projected CAGR >3.0% ($bn), 2009–14 51
Figure 4.18: Share of new product launches, by region (%), 2006–09 57
Figure 4.19: Share of new products launched in Europe, by category (%), 2006–09 58
Figure 4.20: Residenz – Bio-Reis-Gold Bier 59
Figure 4.21: Once Upon A Tree – Blenheim Orange Cider 60
Figure 4.22: Share of new products launched in Asia Pacific, by category (%), 2006–09 61
Figure 4.23: Suntory's ready-to-drink Cocktail Calorie FAB 63
Figure 4.24: Sapporo Classic 2009 Furano Vintage 63
Figure 4.25: Share of new products launched in North America, by category (%), 2006–09 65
Figure 4.26: Peak Organic – Wheat Ale Pomegranate 67
Figure 4.27: Lammsbräu – Premium Organic Non-Alcoholic Beer 68
Figure 4.28: New product launches in beer market, by category (%), 2006–09 70
Figure 4.29: Mongozo Exotic Beer – Mango 71
Figure 4.30: Sabai - Wine Spritzer with Hibiscus 72
Figure 4.31: Suntory – Ringo to Shokumotsu Seni no O-shu 73
Figure 4.32: Adnams – Broadside and Explorer 75
Figure 4.33: Coors Light Beer – cold-activated bottle 75
Figure 4.34: Coors Light Vented Wide Mouth Can 76
Figure 4.35: Hite's S beer in green PET bottle 77
Figure 4.36: Examples of different types of apple flavored beer launched over 2006–09 81
Figure 5.37: Crown Ambassador Reserve - Lager 85
Figure 5.38: Estrella Damm's INEDIT 86
Figure 5.39: Fusion's Bluebottle, Firefly and Prime beers, and Edelstoff's Porter 87
Figure 5.40: Affligem's Noel Christmas ale, and Crispin's Natural Hard Apple Cider – Honey Crisp
Artisanal Reserve 88
Figure 5.41: 16 Mile Beer 89
Figure 5.42: Stampede Light low calorie lager 90
Figure 5.43: Autentica Bebida Energizante Tri-Malta and Asahi Honnama Aqua Blue 91
Figure 5.44: Kirin's Tanrei W 92
Figure 5.45: Dundee Oktoberfest lager 93
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Figure 5.46: Molson Canadian 67 Light Beer and Caledonian Cooler – Arctic Strawberry 94
Figure 5.47: Sapporo Draft One and Double Off 95
Figure 5.48: Matson's Lager: natural, all-malt, chemical-free brew 96
Figure 5.49: Lammsbräu Premium Organic Non-Alcoholic Beer 97
Figure 5.50: Colonos Premium Lager 99
Figure 5.51: Butte Creek' Organic Pilsner and Eel River's Acai Berry Wheat Ale 100
Figure 5.52: William Wilberforce Freedom Ale, and Wells' Banana Bread Beer 101
Figure 5.53: Adnams East Green Carbon Neutral beer 102
Figure 5.54: Heineken European beer brands Dreher, Cruzcampo and 33 in multi- layer plastic
bottles 104
Figure 5.55: Heineken Zlatopramen Beer 105
Figure 5.56: Carlsberg's 'Club' bottle 106
Figure 5.57: Miller Light Home Draft Beer 107
Figure 5.58: Kegless beer-in-a-box concept 108
Figure 5.59: Beck's Level 7 and JSC Obolon's Beer Mix Energy 110
Figure 5.60: Mike's Premium Malt Cocktails' Pomegranate Martini with Acai Berries, Growers
Cider Acai Berry, and Vex's Hard Lemonade – Pink Lemonade 111
Figure 5.61: Kirin's Gyugyutto Shibotta Premium Cocktail – grapefruit, peach, and pineapple 112
Figure 5.62: Asahi's Shunka Shibori Natsu Gentei Kan Okinawa San Shekwasha and the Shunka
Shibori Natsu Gentei Kan Wakayama San Nankobai. 113
Figure 5.63: RICH sparkling wine drink – Passion, Prosecco, and Royal 114
Figure 6.64: Key future trends in the beer market 117
Figure 6.65: 7 Eleven's private label Game Day Light and Game Day Ice beer 119
List of Tables
Table 2.1: Alcohol and non-alcoholic beverages spent (% of average annual expenditure) in the
US, by quintiles of income, 2008 23
Table 2.2: Size and share of the global middle class (m) and PPP ($bn), 2009–30 25
Table 3.3: Global beer market value ($bn), 2009–14 40
Table 3.4: Global beer market size by geography ($bn), 2009–14 41
Table 3.5: Top 10 beer markets, by value ($bn), 2009–14 43
Table 3.6: Global beer market value, by category and sub-category ($bn), 2009–14 45
Table 3.7: European beer market value, by sub-category ($bn), 2009–14 47
Table 3.8: Asia Pacific beer market value, by sub-category ($bn), 2009–14 48
Table 3.9: North American beer market value, by sub-category ($bn), 2009–14 49
Table 3.10: Beer markets with projected CAGR >3.0% ($bn), 2009–14 51
Table 4.11: Share of new product launches, by innovation type (%), 2006–09 55
Table 4.12: Share of new product launches, by region (%), 2006–09 56
Table 4.13: Share of new products launched in Europe, by category (%), 2006–09 57
Table 4.14: Share of new products launched in Asia Pacific, by category (%), 2006–09 61
Table 4.15: Comparison of top 10 claims in beer in Asia Pacific and Japan (%), 2006–09 62
Table 4.16: Share of new products launched in North America, by category (%), 2006–09 64
Table 4.17: Top 10 claims/tags on new products launched in North America (%), 2006–09 66
Table 4.18: New product launches in beer market, by category (%), 2006–09 69
Table 4.19: Top 10 pack types on new product launches (%), 2006–09 74
Table 4.20: Top 20 tags on new beer launches (% of products with tag), 2006–09 78
Table 4.21: Top 20 flavors in new product introductions (% of new beer launches), 2006–09 81
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