China Beer Market Insights 2013

  • July 2013
  • -
  • Canadean Ltd
  • -
  • 200 pages

Product Synopsis

A detailed market research report on the China beer industry. Researched and published by Canadean.

Introduction and Landscape

Why was the report written?
This report comprises high level market research data on the China beer industry, published by Canadean. The report covers total market (on- and off-premise) and includes valuable insight and analysis on beer market trends, brands, brewers, packaging, distribution channels, market valuation and pricing.

What is the current market landscape and what is changing?
Growth was lower in 2012, although still higher than most Western markets. More brewers are entering the premium beer sector to offset the thinning margins in mainstream and discount beer.

What are the key drivers behind recent market changes?

2012 sales growth was mainly hampered by fiercer competition, rising costs in labor, packaging and raw materials. The lower GDP growth rate this year also had a negative influence on beer consumption.

What makes this report unique and essential to read?

The China Beer Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the Beer market. The report provides a much more granular and detailed data set than our competitors. All data has been researched, brand upwards, by an experienced 'on-the-ground' industry analyst who conducts face-to-face interviews with key producers, leading companies in allied industries, distributors and retailers.

Key Features and Benefits

This report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the China Beer industry. Data includes volumes from 2008 to 2012, plus forecasts for 2013, enabling historical and current trend analysis.

This report provides readers with in-depth market segmentation: mainstream, premium, super premium, discount, alcoholic strength, local segmentation, and beer type.

This report provides data and analysis of the performance of both domestic and imported brands and reports on new product activity in 2012.

This report provides an analysis of industry structure, reports on company volumes and contains brewer profiles for major brewers.

This report provides distribution channel data (on- vs off-premise) and discusses the latest trends in the key sub-channels. Packaging data includes consumption volumes by pack material, type, size, refillable vs non-refillable, and multi-serve vs single serve. Market valuation data and pricing data, including beer consumption by price segment/distribution channel and selected consumer beer prices, are also included.

Key Market Issues

China has the world's highest overall consumption, but leading brewers face an uphill struggle to find strong profits.

Given the country's preference for high-strength baijiu, health and safety issues associated with alcohol are a concern. Increased taxes coupled with media and industry promotions for healthier drinking habits have meant more consumers are choosing lower-strength alcohol.

On 15 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, tax equal 50% has been imposed on wines, beer and other sprits and tobacco.

China is a collection of regional markets with very few brewers able to operate at a truly national level. There are over 500 breweries, though more than half are unprofitable and almost half of the production capacity reportedly lies idle.

As China struggles to export its domestic brands westwards, Tsingtao seems to have bucked the trend to be one of the few to have had any semblance of success in western consumer markets.

Key Highlights

With the London Olympics successfully held in August, local brewers upgraded their brand images by linking their brands to the Games, and organized promotions, reaching out to younger consumers.

No alcohol and low alcohol beer currently have very small volume but growth is forecast in view of ever stricter punishments for drink-driving.

The demand for premium beer has seen an upturn. A new focus on innovation and the search for profit has been contributing to this.

As the largest foreign brewer in China, A-BInBev never stops its investment in China's beer market. At the beginning of 2013, A-BInBev has struck a deal to acquire Nanchang Asia Brewery to help it tap into middle and low-end markets in China.

In recent years, environmental concerns, cost-saving initiatives, convenience and novelty elements are driving packaging innovation. This is bringing PET, aluminum and mini-keg formats under the spotlight.

Table Of Contents

Canadean China Beer Market Insights Report 2013

Executive Summary
Section 1 Market Context

MARKET CONTEXT

Market Environment
The Consumer Palate
All Commercial Beverages
Legislation and Taxation

MARKET PARAMETER TABLES

Table - Population Size and Growth, 1984-2015F
Table - Economic Indicators, 2004-2014F

LEGISLATION AND TAXATION TABLES

Table 1.5.1 - Taxation Base
Table 1.5.2 - Historical Excise Rates of Beer
Table 1.5.3 - Legal Controls on Beer
Table 1.5.4 - Tax Burden on Beer @ 5% Abv, 2012
Section 2 Market Background Briefing

MARKET BACKGROUND BRIEFING

Table - Beer Definitions by Type - Local Segmentation
Table - Beer Definitions by Type - Standard Price Segmentation
Table - Beer Definitions by Type - Alcoholic Strength
Table - Beer Definitions by Type - Beer Type
Table - Beer Definitions by Type - Local, National and International
Section 3 Market Update

MARKET UPDATE

Beer Key Facts
Market Size
Growth
Market Value
Segmentation 2012
Distribution 2012
Packaging 2012

MARKET COMMENTARY

Current and Emerging Trends
Outlook
Imports and Exports
Segmentation
BRANDS
Top 10 Beer Brands - Volume, 2010-2012
Top 10 International Premium and Super premium Beer Brands - Volume, 2010-2012
Licensed Brand Owners and Licensees
Brand Analysis
Private Label/Private Label Producers
New Products Activity
INDUSTRY STRUCTURE
Chart - Leading Brewers/Importer, 2012
Market Structure
Brewers
PACKAGING
Chart - Consumption by Pack Material/Type, 2012
Packaging Trends
CHANNEL ANALYSIS
Chart - Distribution by Channel, 2012
Chart - Consumption by Price Segment, 2012
Market Valuation and Pricing
Beer Market Valuation (Local Currency), 2011-2013F
Distribution Trends

DISTRIBUTION AND PRICING TABLES

Table 3.4.1 - Outlet Universe for Beer, Number/% Share, 2008-2012
Table 3.4.2 - Outlet Universe for Beer by Turnover, Value/% Share, 2008-2012
Table 3.7 - Leading Retail Groups for Beer
Table 3.8.A - Leading Distributors/Drinks Wholesalers, 2012
Table 3.8.B - Leading Beer Importers, 2012
Table 3.9 - Trade Margin Build-Up Model
Table 3.10.1 - Selected Consumer Beer Prices, East Region: Off-Premise, 2011-2013
Table 3.10.1 - Selected Consumer Beer Prices, North Region: Off-Premise, 2011-2013
Table 3.10.1 - Selected Consumer Beer Prices, South Region: Off-Premise, 2011-2013
Table B.3.10.1 - Selected Consumer Beer Prices, West Region: Off-Premise, 2011-2013
Table 3.10.2 - Selected Consumer Beer Prices, East Region: On-Premise, 2011-2013
Table 3.10.2 - Selected Consumer Beer Prices, North Region: On-Premise, 2011-2013
Table 3.10.2 - Selected Consumer Beer Prices, South Region: On-Premise, 2011-2013
Table B.3.10.2 - Selected Consumer Beer Prices, West Region: On-Premise, 2011-2013
Table 3.11 - Beer Consumption by Province/Region, 2008-2012

DATA TABLES

Commercial Beverage Consumption Per Capita, Litres, 2002-2013F
Commercial Beverage Consumption Per Capita, % Share, 2002-2013F
Commercial Beverage Consumption Per Capita, Growth, 2002-2012
Commercial Beverage Consumption, Million Litres, 2002-2013F
Alcoholic Beverage Consumption - Litres of Pure Alcohol (LPA) Per Capita, 2002-2013F
Beer Production/Trade/Consumption, 2002-2013F
Beer Production/Trade/Consumption, Growth, 2002-2013F
Consumption of FABs and Cider, 2000-2013F
Beer Foreign Trade by Country (Imports), 2009-2013F
Beer Foreign Trade by Country (Exports), 2009-2013F
Beer Market Valuation (Local Currency), 2011-2013F
Beer Consumption by Local Definition, 2009-2013F
Beer Consumption by Standard Price Segmentation, 2009-2013F
Beer Consumption by Alcoholic Strength, 2009-2013F
Beer Consumption by Type, 2009-2013F
Beer Consumption by Geographic Scope, 2009-2013F
Beer All Trademarks, 2008-2012
Beer Brands by Local Definition, 2008-2012
Beer Brands by Standard Price Segment, 2008-2012
Beer Brands by Alcoholic Strength, 2008-2012
Beer Brands by Type, 2008-2012
Beer Imported Brands by Origin, 2008-2012
Beer Licensed Brands, 2008-2012
Beer Private Label Brands, 2008-2012
Beer Trademark Owners, 2008-2012
Beer Local Operators, 2008-2012
Beer Leading Brewers/Importers, 2008-2012
Beer Consumption by Pack Mix: Refill ability/Type/Material/Size, 2009-2013F
Beer Distribution: On-Premise v Off-Premise, 2009-2013F
Section 4 Brewer Profiles

BREWER PROFILES

ANHEUSER-BUSCH INBEV CHINA CO LTD
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Anheuser-Busch InBev Full Brand List, ABV%, Pack Type
Table - A-BInBev China Investment Co Ltd Brand Volumes, 2008-2012
HENAN AOKE GROUP
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Breweries, Capacity, 000s HL
Table - Henan Aoke Group Full Brand List, ABV%, Pack Type
Table - Henan Aoke Brewery Co Ltd Brand Volumes, 2008-2012
ASAHI
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Breweries, Capacity, 000s HL
Table - Asahi Full Brand List, ABV%, Pack Type
Table - Asahi Brewerie Brand Volumes, 2008-2012
ASIA BREWERY INC
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Breweries, Capacity, 000s HL
Table - Asia Brewery Full Brand List, ABV%, Pack Type
Table - Asia Brewery China Brand Volumes, 2008-2012
CARLSBERG
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Breweries, Capacity, 000s HL
Table - Carlsberg Full Brand List, ABV%, Pack Type
Table - Carlsberg China Brand Volumes, 2008-2012
CHONGQING BREWERY GROUP
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Chongqing Brewery Full Brand List, ABV%, Pack Type
Table - Chongqing Brewery Brand Volumes, 2008-2012
CRSB (CHINA RESOURCES ENTERPRISES/SABMILLER)
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - CRSB Full Brand List, ABV%, Pack Type
Table - China Resources Snow Breweries Ltd Brand Volumes, 2008-2012
GINSBER BEER CO LTD
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Ginsber Beer Full Brand List, ABV%, Pack Type
Table - Ginsber Brewery Brand Volumes, 2008-2012
GUANGDONG BREWERY HOLDINGS LIMITED (Kingway Brewery Holdings Ltd)
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Guangdong Full Brand List, ABV%, Pack Type
Table - Guangdong Brewery Brand Volumes, 2008-2012
HEINEKEN ASIA PACIFIC BREWERIES LIMITED
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Heineken Asia Pacific Breweries Full Brand List, ABV%, Pack Type
Table - Heineken Asia Pacific Breweries China Brand Volumes, 2008-2012
HENAN JINXING BEER GROUP COMPANY
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Henan Jinxing Full Brand List, ABV%, Pack Type
Table - Henan Jinxing Brewery Brand Volumes, 2008-2012
KIRIN CHINA CO LTD
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Kirin Full Brand List, ABV%, Pack Type
Table - Kirin China Brand Volumes, 2008-2012
HEBEI LANBEI ALCOHOL CO LTD
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Hebei Lanbei Full Brand List, ABV%, Pack Type
Table - Hebei Lanbei Alcohol Co Ltd Brand Volumes, 2008-2012
YUNNAN LANCANGJIANG BREWERY
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Yunnan Lancangjiang Full Brand List, ABV%, Pack Type
Table - Yunnan Lancangjiang Brand Volumes, 2008-2012
SHANDONG NEW IMMENSE BREWERY
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Shandong New Immense Brewery Full Brand List, ABV%, Pack Type
Table - Shandong New Immense Brewery Brand Volumes, 2008-2012
SAN MIGUEL
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - San Miguel Full Brand List, ABV%, Pack Type
Table - San Miguel China Brand Volumes, 2008-2012
SUNTORY
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Suntory Full Brand List, ABV%, Pack Type
Table - Suntory China Brand Volumes, 2008-2012
TSINGTAO BREWERY CO LTD
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Tsingtao Full Brand List, ABV%, Pack Type
Table - Tsingtao Brand Volumes, 2008-2012
HENAN WEIXUE BEER GROUP
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Henan Weixue Full Brand List, ABV%, Pack Type
Table - Henan Weixue Beer Co Ltd Brand Volumes, 2008-2012
XUANHUA ZHONGLOU BREWERY
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Xuanhua Zhonglou Full Brand List, ABV%, Pack Type
Table - Xuanhua Zhonglou Beer Co Ltd Brand Volumes, 2008-2012
BEIJING YANJING BREWERY GROUP
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Beijing Yanjing Brewery Full Brand List, ABV%, Pack Type
Table - Yanjing Brewery Brand Volumes, 2008-2012
LANZHOU YELLOW RIVER BEER GROUP
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Lanzhou Yellow River Full Brand List, ABV%, Pack Type
Table - Lanzhou Yellow River Beer Group Brand Volumes, 2008-2012
ZHUJIANG BEER GROUP COMPANY
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Zhujiang Brewery Full Brand List, ABV%, Pack Type
Table - Zhujiang Beer Group Brand Volumes, 2008-2012
JIANGSU DAFUHAO BREWERIES CO LTD
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Jiangsu Dafuhao Breweries Full Brand List, ABV%, Pack Type
SMALLER BREWERS
Dalian Daxue Brewery
Tianjin Derong Trading Co Ltd
Guangdong Shaoguan Huoli Brewery
Jiangxi Jiujiang Brewery
Shandong Longkou Milk Way Brewery
Montrose Food and Wine Company
Nanjie Village Brewery Co Ltd
Shijiazhuang Sanjiu Brewery Co Ltd
Xiliang Beer Co Ltd
Methodology
Beer Attributes Definitions
Product Definitions
Packaging Definitions
Glossary
Map

List of Tables

Table 1: China Population Size and Growth, 1991-2015F
Table 2: Asia Population Size and Growth, 2002-2013F
Table 3: China Economic Indicators, 2004-2014F
Table 4: Taxation Base
Table 5: Historical Excise Rates of Beer
Table 6: Legal Controls on Beer
Table 7: Tax Burden on Beer @ 5% Abv, 2012
Table 8: Beer Key Facts
Table 9: Top 10 Beer Brands - Volume, 2010-2012
Table 10: Top 10 International Premium and Super premium Beer Brands - Volume, 2010-2012
Table 11: Licensed Brand Owners and Licensees
Table 12: Beer Market Valuation (Local Currency), 2011-2013F
Table 13: Trade Margin Build-Up Model
Table 22: Commercial Beverage Consumption - Litres Per Capita, 2002-2013F
Table 23: Commercial Beverage Consumption - Per Capita % Share, 2002-2013F
Table 24: Commercial Beverage Consumption - Per Capita Growth, 2003-2013F
Table 25: Commercial Beverage Consumption - Million Liters, 2002-2013F
Table 26: Average Beverage Consumption - Liters of Pure Alcohol (LPA) Per Capita, 2002-2013F
Table 27: Beer Production/Trade/Consumption, 2002-2013F
Table 28: Beer Production/Trade/Consumption - Growth, 2002-2013F
Table 29: Beer Foreign Trade By Country (Imports), 2009-2013F
Table 30: Beer Foreign Trade By Country (Exports), 2009-2013F
Table 31: Beer Market Valuation (Local Currency), 2011-2013F
Table 32: Beer Consumption by Local Definition, 2009-2013F
Table 33: Beer Consumption by Standard Price Segmentation, 2009-2013F
Table 34: Beer Consumption by Alcoholic Strength, 2009-2013F
Table 35: Beer Consumption by Type, 2009-2013F
Table 36: Beer Consumption by Geographic Scope, 2009-2013F
Table 37: Beer All Trademarks, 2008-2012
Table 38: Beer Brands by Local Definition, 2008-2012
Table 39: Beer Brands by Standard Price Segment, 2008-2012
Table 40: Beer Brands by Alcoholic Strength, 2008-2012
Table 41: Beer Brands by Type, 2008-2012
Table 42: Imported Brands by Origin, 2008-2012
Table 43: Beer Licensed Brands, 2008-2012
Table 44: Beer Private Label Brands, 2009-2012
Table 45: Beer Trademark Owners, 2008-2012
Table 46: Beer Local Operators, 2008-2012
Table 47: Beer leading Brewers/Importers, 2008-2012
Table 48: Beer Consumption by Pack Mix: Refill ability/Pack/Size, 2009-2013F
Table 49: Beer Distribution: On vs Off Premise, 2009-2013F
Table 50: Breweries Capacity (000s HL)
Table 51: Anheuser-Busch Inbev Full Brand List
Table 52: A-BInBev China Investment Co Ltd Brand Volumes 2009-2012
Table 53: InBev China Brand Volumes 2008-2008
Table 54: Anheuser-Busch Asia Brand Volumes 2008-2008
Table 55: Breweries Capacity (000s HL)
Table 56: Asahi Full Brand List
Table 57: Asahi Breweries Brand Volumes 2008-2012
Table 58: Breweries Capacity (000s HL)
Table 59: Asia Brewery Full Brand List
Table 60: Asia Brewery China Brand Volumes 2008-2012
Table 111: Breweries Capacity (000s HL)
Table 112: Beijing Yanjing Brewery Full Brand List
Table 113: Yanjing Brewery Brand Volumes 2008-2012
Table 61: Carlsberg Subsidiaris/Affliates
Table 62: Breweries Capacity (000s HL)
Table 63: Carlsberg Full Brand List
Table 64: Carlsberg China Brand Volumes 2008-2012
Table 65: Breweries CAPACITY (000s HL)
Table 66: Chongqing Brewery Full Brand List
Table 67: Chongqing Brewery Brand Volumes 2008-2012
Table 68: Breweries Capacity (000s HL)
Table 69: CRSB Full Brand List
Table 70: China Resources Snow Breweries Ltd Brand Volumes 2008-2012
Table 71: Henan Aoke Brewery Co Ltd Brand Volumes 2008-2010
Table 72: Breweries Capacity (000s HL)
Table 73: Ginsber Beer Full Brand List
Table 74: Ginsber Brewery Brand Volumes 2008-2012
Table 75: Breweries Capacity (000s HL)
Table 76: Guangdong Brewery Full Brand List
Table 77: Guangdong Brewery Brand Volumes 2008-2012
Table 87: Breweries Capacity (000s HL)
Table 88: Hebei Lanbei Full Brand List
Table 89: Hebei Lanbei Alcohol Co Ltd Brand Volumes 2008-2012
Table 78: Breweries Capacity (000s HL)
Table 79: Heineken Asia Pacific Breweries Full Brand List
Table 80: Heineken Asia Pacific Breweries China Brand Volumes 2008-2012
Table 81: Breweries Capacity (000s HL)
Table 82: Henan Jinxing Full Brand List
Table 83: Henan Jinxing Brewery Brand Volumes 2008-2012
Table 105: Breweries Capacity (000s HL)
Table 106: Henan Weixue Full Brand List
Table 107: Henan Weixue Beer Co Ltd Brand Volumes 2008-2012
Table 120: Breweries Capacity (000s HL)
Table 121: Jiangsu Dafuhao Breweries Full Brand List
Table 122: Jiangsu Dafuhao Brewery Brand Volumes 2008-2012
Table 84: Breweries Capacity (000s HL)
Table 85: Kirin Full Brand List
Table 86: Kirin China Brand Volumes 2008-2012
Table 114: Breweries Capacity (000s HL)
Table 115: Lanzhou Yellow River Full Brand List
Table 116: Lanzhou Yellow River Beer Group Brand Volumes 2008-2012
Table 96: Breweries Capacity (000s HL)
Table 97: San Miguel Full Brand List
Table 98: San Miguel China Brand Volumes 2008-2012
Table 93: Breweries Capacity (000s HL)
Table 94: Shandong New Immense Brewery Full Brand List
Table 95: Shandong New Immense Brewery Brand Volumes 2008-2012
Table 99: Breweries Capacity (000s HL)
Table 100: Suntory Full Brand List
Table 101: Suntory China Brand Volumes 2008-2012
Table 102: Breweries Capacity (000s HL)
Table 103: Tsingtao Full Brand List
Table 104: Tsingtao Brand Volumes 2008-2012
Table 108: Breweries Capacity (000s HL)
Table 109: Xuanhua Zhonglou Full Brand List
Table 110: Xuanhua Zhonglou Beer Co Ltd Brand Volumes 2008-2012
Table 90: Breweries Capacity (000s HL)
Table 91: Yunnan Lancangjiang Full Brand List
Table 92: Yunnan Lancangjiang Brewery Brand Volumes 2008-2012
Table 117: Breweries Capacity (000s HL)
Table 118: Zhujiang Brewery Full Brand List
Table 119: Zhujiang Beer Group Brand Volumes 2008-2012
Table 123: Company Tianjin Derong Trading Co Ltd
Table 124: Company Jiangxi Jiujiang Brewery
Table 125: Company Shandong Longkou Milk Way Brewery
Table 126: Company Montrose Food and Wine Company
Table 127: Company Nanjie Village Brewery Co Ltd
Table 128: Company Shijiazhuang Sanjiu Brewery Co Ltd
Table 129: Company Xiliang Beer Co Ltd

List of Figures

Figure 1: Beer Leading Brewers/Importers, 2012
Figure 2: Beer Consumption by Pack Material/Type, 2012
Figure 3: Beer Distribution by Channel, 2012
Figure 4: Beer Consumption by Price Segment, 2012

Companies Mentioned
ANHEUSER-BUSCH INBEV CHINA CO LTD, HENAN AOKE GROUP, ASAHI, ASIA BREWERY INC, CARLSBERG, CHONGQING BREWERY GROUP, CRSB (CHINA RESOURCES ENTERPRISES/SABMILLER) ,GINSBER BEER CO LTD ,GUANGDONG BREWERY HOLDINGS LIMITED (Kingway Brewery Holdings Ltd) ,

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