Future Trends in Beer and Wine: Emerging markets, private label and innovation

Future Trends in Beer and Wine: Emerging markets, private label and innovation

Future Trends in Beer and Wine
Emerging markets, private label and innovation

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Key issues examined by this report
• Consumer interest in more flavorsome, individual products has been behind the rise of craft products in the beer market. These offer more challenging tastes, authenticity and often a quirkiness not found in mass market offerings. There are signs that this trend is being replicated in the wine market.

• The boundaries between drinks categories are blurring and this trend will increasingly impact on beer and wine. The most significant components of this trend will be the creation of soft drinks mixes, the encroachment of spirits into traditional beer and wine territory, and the borrowing of product attributes from rival categories.

• Over time consumers are becoming more interested in food and drinks that stimulate the senses. Brewers and vintners will respond with a greater variety of flavors, products designed to complement different flavors of food, and products which provide different sensations beyond flavor alone.

Future Trends in Beer and Wine
Emerging markets, private label and innovation

Health concerns have slowed the growth of alcoholic drinks sales and some countries including France, Germany, Spain and Japan, are expected to decline over the next 5 years. Whilst emerging markets provide attractive opportunities to counteract these trends, the brewing and winemaking industries do need to take concerted action if they do not want to lose some of their historical domestic markets. The best way of doing so is through product innovation that takes account of the reasons why consumers are starting to turn away from mass market beer and bland wine.

Future Trends in Beer and Wine is a new management report published by Business Insights that analyzes all product development and product introductions in the global beer and wine markets. It examines emerging trends, new product development rates, forecast sales values and volumes and industry fragmentation.

Quantify emerging NPD trends based on the leading beer and wine categories and pinpoint leading regions with this new report...

This new report will enable you to...
• Quantify beer and wine growth potential based on market value and volume sales data in the beer and wine categories, in Europe, the US, Japan and emerging markets between 2007 and 2011.

• Identify key trends that are shaping the beer and wine market, and evaluate the next trends likely to become important over the coming years.

• Improve targeting and the effectiveness of your NPD strategies with this report’s analysis of Productscan data of over 5,000 beer and wine product launches that took place globally between 2005 and 2008. Includes analysis of product tags on new product launches to show how brewers and vintners are responding to key consumer trends.

• Understand consumer consumption patterns of alcoholic drinks with this reports detailed analysis of the changing share of throat held by beer, wine and spirits.

Your questions answered...
• How is the share of throat held by beer and wine changing over time?

• What are the most common product tags on new beer and wine launches?

• What are the five trends that will shape the future of the beer and wine markets?

• What are the key consumer drivers of growth of beer and wine sales in India?

• Who is driving innovation in craft beers?

Some key findings from this report...
• The wine market has been more dynamic than the beer market in terms of both sales and new products over the past 4 years. Wine’s share of launches increased from an almost 60% share in 2005 to an almost 70% share in 2008 as winemakers and particularly supermarkets, expanded their ranges.

• In the beer market the key trend is towards taste and variety, resulting in falling sales of standard, mass market products and the growth of specialty and niche segments. The key growth area within wine is white wine, despite the greater health benefits of red wine.

• Winemakers will benefit most from changing patterns in share of throat. It is growing from the lowest base and is seen as the healthiest type of alcoholic drink. Beer will also see growth in share of throat, though not in the US.

• Upscale was the most common product tag associated with beer and wine launches worldwide in both 2005 and 2008. Environmental concerns have meant that recyclable packaging has moved up from being the #5 claim in 2005 to the #2 position in 2008. Ethical and health concerns both underpin the entry of organics into the top 5, standing at #3 in 2008.

Table of Contents
Future Trends in Beer and Wine
Executive Summary 8
Market overview 8
Innovation and NPD 9
Future trends 10
Chapter 1 Market overview 12
Summary 12
Introduction 12
Alcoholic drinks trends 13
Share of throat analysis 15
Market dynamics 17
Beer sales 17
Wine sales 18
Conclusions 20
Segment analysis 21
Types of beer 21
Types of wine 22
Conclusions 24
Emerging markets 24
Emerging beer markets 24
The Chinese beer market 25
The Russian beer market 26
The Indian beer market 27
Emerging wine markets 28
Conclusions 30
Company shares 30
Private label 32
Conclusions 35
Chapter 2 Innovation and NPD 38
Summary 38
Introduction 38
Regional trends 39
Product category trends 40
Trends in product tags 40
Upscaling 41
Ethical trends 43
Health trends 45
Conclusions 47
Chapter 3 Future trends 50
Summary 50
Introduction 51
Craft products 51
Craft beer 51
Authenticity 52
Localness 52
Craft-style beers 53
Imported beers 54
The future of craft products 55
Alternative packaging 56
Personal pack sizes 56
Super pack sizes 57
The future of alternative pack sizes 59
Functional benefits 59
Energy boosting products 59
Functional products for women 61
Functional products for seniors 61
The future of functional benefits 62
Category blurring 63
Soft drinks mixes 64
Beer mixes 64
Wine mixes 66
Competition from spirits 67
Borrowing product attributes 68
The future of category blurring 69
New flavors and sensations 70
Complementing foods 70
Providing different sensations 72
Taste and smell 72
Touch and feel 72
Sight and sound 73
Conclusions 74
Appendix 76
Index 81
List of Figures
Figure 1.1: Growth in beer and wine sales volume in Europe, the US and Japan, 2007-2011 20
Figure 1.2: Products designed for shelf stand out 34
Figure 1.3: Products designed for ease of navigation 34
Figure 2.4: Percentage share of beer and wine products launched by region, 2005-2008 39
Figure 2.5: Percentage share of beer and wine products launched by category, 2005-2008 40
Figure 2.6: Michelob’s Sampler Collection 42
Figure 2.7: Products that proclaim their ethical stance 44
Figure 2.8: Innovations in healthier beers and wines 46
Figure 2.9: Beers for consumers with specific health conditions 47
Figure 3.10: Anheuser-Busch products that proclaim their authenticity 53
Figure 3.11: New craft-style beers 54
Figure 3.12: Wines in personal pack sizes 57
Figure 3.13: Packaging innovations designed to boost outdoor consumption 58
Figure 3.14: Energy boosting beers and wine 60
Figure 3.15: Functional products for women 61
Figure 3.16: Anti-ageing wines from Mercian and Sapporo 62
Figure 3.17: Products with emerging functional benefits 63
Figure 3.18: Examples of beer mixes from Germany 65
Figure 3.19: Examples of beer mixes from around the world 66
Figure 3.20: Examples of wine mixes launched during 2008 67
Figure 3.21: Products from the blurring boundary between beer and spirits 68
Figure 3.22: Examples of new beers featuring traditional wine attributes 69
Figure 3.23: Products designed as general meal accompaniments 71
Figure 3.24: Products designed to go with specific foods 71
Figure 3.25: Products featuring enhanced taste and smell 72
Figure 3.26: Products featuring enhanced touch and feel 73
Figure 3.27: Products featuring enhanced sight and sound 74
List of Tables
Table 1.1: Sales value of alcoholic drinks in Europe, the US and Japan, ($m), 2007-2011 13
Table 1.2: Servings of alcoholic drinks in Europe, the US and Japan, liters bn, 2007-2011 14
Table 1.3: Share of throat of alcoholic drinks in Europe, the US and Japan, 2007 15
Table 1.4: Forecast share of throat of alcoholic drinks in Europe, the US and Japan, 2007-2011 16
Table 1.5: Beer, cider & FABs sales volume in Europe, the US and Japan, (liters m), 2007-2011 17
Table 1.6: Beer, cider & FABs sales value in Europe, the US and Japan, ($m), 2007-2011 18
Table 1.7: Wine sales volume in Europe, the US and Japan, (liters m), 2007-2011 19
Table 1.8: Wine sales value in Europe, the US and Japan, ($m), 2007-2011 19
Table 1.9: Share of sales volumes of beer types in Europe, the US and Japan, 2007 21
Table 1.10: Forecast share of throat by type of beer in Europe, the US and Japan, 2007-2011 22
Table 1.11: Share of sales volumes of wine types in Europe, the US and Japan, 2007 23
Table 1.12: Forecast share of throat by type of wine in Europe, the US and Japan, 2007-2011 23
Table 1.13: Top 10 types of new wines launched, globally, 2005-08 24
Table 1.14: Beer sales value, by continent, ($m), 2007-2011 25
Table 1.15: Beer sales value in selected emerging markets, ($m), 2003-2007 25
Table 1.16: Wine sales value, by continent, ($m), 2007-2011 28
Table 1.17: Wine sales value in selected emerging markets, ($m), 2003-2007 28
Table 1.18: Market share of leading brewers by continent, 2006 31
Table 1.19: Market share of leading vintners by continent, 2006 32
Table 1.20: Beer & wine private label share in Europe and the US, 2001-2011 33
Table 2.21: Top 5 tags on new beer and wine product launches, 2005-2008 41
Table 2.22: Top 3 tags on new ethical beer and wine product launches, 2005-2008 43
Table 2.23: Top 10 tags on healthier new beer and wine product launches, 2005-2008 45
Table 3.24: Beer share of throat in Europe, the US and Japan, 2007-2011 76
Table 3.25: Wine share of throat in Europe, the US and Japan, 2007-2011 76
Table 3.26: Beer sales volume by type in Europe, (liters m), 2007-2011 77
Table 3.27: Beer sales volume by type in the US, (liters m), 2007-2011 77
Table 3.28: Beer sales volume by type in Japan, (liters m), 2007-2011 77
Table 3.29: Beer sales value by type in Europe, ($m), 2007-2011 78
Table 3.30: Beer sales value by type in the US, ($m), 2007-2011 78
Table 3.31: Beer sales value by type in Japan, ($m), 2007-2011 78
Table 3.32: Wine sales volume by type in Europe, (liters m), 2007-2011 79
Table 3.33: Wine sales volume by type in the US, (liters m), 2007-2011 79
Table 3.34: Wine sales volume by type in Japan, (liters m), 2007-2011 79
Table 3.35: Wine sales value by type in Europe, ($m), 2007-2011 80
Table 3.36: Wine sales value by type in the US, ($m), 2007-2011 80
Table 3.37: Wine sales value by type in Japan, ($m), 2007-2011 80