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Beer in China
May 2021
2020 IMPACT
Significant decline recorded due to the pandemic
Total volume sales of beer suffered a sharp decline as a result of the pandemic in 2020. From the perspective of the on-trade, due to the nationwide lockdowns and cancellation of social and festival gatherings, consumption in this channel, which includes restaurants and bars, was severely impacted, especially during the Spring Festival, when the COVID-19 outbreak started in China.
E-commerce mitigates losses elsewhere during home seclusion
E-commerce recorded strong share growth in 2020 as a result of the global pandemic. Even after strict lockdowns ended, many consumers continued to spend more time at home and chose to shop online rather than risk social contact in stores.
Premiumisation continues to be seen in 2020
Although off-trade consumption was being dragged down by home seclusion and nationwide lockdowns, the growth rate of premium products still outperformed the overall category in beer in 2020. More upmarket products such as Weissbier, stout, mid-priced and premium lager all recorded positive growth rates in terms of off-trade sales volume, which was underpinned by the premiumisation trend observed among products, people and places.
RECOVERY AND OPPORTUNITIES
Modest rebound for beer but no full recovery
Beer is expected to see a modest rebound in 2021, with positive growth of just under 1% in total volume terms. This can be attributed to consumers embracing a return to normality, leading to a resumption of drinking occasions, although the increasing health and wellness awareness could adversely affect the consumption of beer.
Craft beer will contribute to the future growth
As a still relatively new and niche product in China, craft beer was recording a double-digit growth rate in total volume terms over the review period, and continued seeing positive growth during the pandemic. The promising performance of craft beer can be attributed to efforts by both large beer manufacturers and craft beer manufacturers.
Premiumisation to continue over the forecast period
Although it was impacted by the pandemic in 2020, the premiumisation of beer in China has not really been slowing down or stopping, and it will continue to develop over the forecast period. Premiumisation is not a trend that has suddenly appeared in beer in recent times, having been present in the marketplace during the review period.
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Overview:
Understand the latest market trends and future growth opportunities for the Beer industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Beer industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Beer in China report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Beer in China?
Where is consumer demand for Beer focussed?
Which is being consumed more; beer, wine or spirits?
Where is demand growing? Stagnating?
How is the operating environment for alcoholic drinks changing?
Which are the leading brands in China?
How are products distributed in China?
What are the key trends in new product development?
Do consumers want value for money or added value?
How will macroeconomic context and shifting cultural values shape future growth?
How will COVID-19 and recession impact the alcoholic drinks industry?
Where is future growth expected to be most dynamic?
Beer in China - Category analysis
KEY DATA FINDINGS
2020 IMPACT
Significant decline recorded due to the pandemic
E-commerce mitigates losses elsewhere during home seclusion
Premiumisation continues to be seen in 2020
RECOVERY AND OPPORTUNITIES
Modest rebound for beer but no full recovery
Craft beer will contribute to the future growth
Premiumisation to continue over the forecast period
CATEGORY BACKGROUND
Lager price band methodology
Summary 1 Lager by Price Band 2020Table 1 Number of Breweries 2014-2020
CATEGORY DATA
Table 2 Sales of Beer by Category: Total Volume 2015-2020Table 3 Sales of Beer by Category: Total Value 2015-2020Table 4 Sales of Beer by Category: % Total Volume Growth 2015-2020Table 5 Sales of Beer by Category: % Total Value Growth 2015-2020Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020Table 7 Sales of Beer by Off-trade vs On-trade: Value 2015-2020Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020Table 10 Sales of Beer by Craft vs Standard 2015-2020Table 11 GBO Company Shares of Beer: % Total Volume 2016-2020Table 12 NBO Company Shares of Beer: % Total Volume 2016-2020Table 13 LBN Brand Shares of Beer: % Total Volume 2017-2020Table 14 Forecast Sales of Beer by Category: Total Volume 2020-2025Table 15 Forecast Sales of Beer by Category: Total Value 2020-2025Table 16 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025Table 17 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025
Legal purchasing age and legal drinking ageDrink drivingAdvertisingSmoking banOpening hoursOn-trade establishmentsTable 18 Number of On-trade Establishments by Type 2015-2020
TAXATION AND DUTY LEVIES
Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2020
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 19 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020
MARKET DATA
Table 20 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020Table 21 Sales of Alcoholic Drinks by Category: Total Value 2015-2020Table 22 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020Table 23 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020Table 26 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020Table 27 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020Table 28 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020Table 29 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020Table 30 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020Table 31 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025Table 32 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025Table 33 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025Table 34 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025
DISCLAIMER
SOURCES
Summary 3 Research Sources
The following categories and subcategories are included:
Beer
Ale
Sorghum
Weissbier/Weizen/Wheat Beer
Flavoured/Mixed Lager
Domestic Premium Lager
Imported Premium Lager
Domestic Mid-Priced Lager
Imported Mid-Priced Lager
Domestic Economy Lager
Imported Economy Lager
Domestic Premium Lager
Domestic Mid-Priced Lager
Domestic Economy Lager
Imported Premium Lager
Imported Mid-Priced Lager
Imported Economy Lager
Low Alcohol Beer
Non Alcoholic Beer
Stout
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This report originates from Passport, our Beer research and analysis database.
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