Consumer
Consumer Panel Report
Consumer Trends in the Beer,
Cider & Pre-mixed Spirits Market in
China, 2011
Reference code: CS0204IS
Published: February 2012
www.canadean.com
TABLE OF CONTENTS
TABLE OF CONTENTS
1 Introduction ........................................................................................................................... 9
1.1 What is this Report About? ............................................................................................................... 9
1.2 Definitions ........................................................................................................................................ 9
1.2.1 Consumer Trends ....................................................................................................................................... 9
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage) ..................... 12
1.2.3 End Consumers ........................................................................................................................................ 13
1.2.4 Volume Units and Aggregations ............................................................................................................... 14
1.2.5 Exchange Rates ....................................................................................................................................... 14
1.2.6 Population Profiles (for interpretation of tables and charts) ..................................................................... 15
1.3 Methodology ...................................................................................................................................16
1.3.1 Introduction ............................................................................................................................................... 16
1.3.2 Large scale, international, program of online consumer surveys ............................................................. 16
1.3.3 Nationally Representative results (age, gender) ...................................................................................... 16
1.3.4 Parents answered on their children’s behalf............................................................................................. 16
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories ................................................................. 16
1.3.6 Integrated with industry calling and secondary research ......................................................................... 17
2 Consumer Segmentation, Group Value and Trend Influence .......................................... 18
2.1 Cohort Groups and Beer, Cider & Pre-mixed Spirits Market Value ..................................................18
2.1.1 Age Groups ............................................................................................................................................... 18
2.1.2 Gender Groups ......................................................................................................................................... 19
2.1.3 Location Groups ....................................................................................................................................... 20
2.1.4 Education Achieved Groups ..................................................................................................................... 21
2.1.5 Wealth Groups .......................................................................................................................................... 22
2.1.6 Busy Lives Groups .................................................................................................................................... 23
2.2 Cohort Groups and Market Value by Category ................................................................................24
2.2.1 Beer & Ale ................................................................................................................................................. 24
2.2.2 Lager ......................................................................................................................................................... 25
2.2.3 Low Alcohol Beer & Lager ........................................................................................................................ 26
2.3 Behavioral Trends and Market Value ..............................................................................................27
2.3.1 Beer & Ale ................................................................................................................................................. 27
2.3.2 Lager ......................................................................................................................................................... 28
2.3.3 Low Alcohol Beer & Lager ........................................................................................................................ 29
3 Consumption Analysis ....................................................................................................... 30
3.1 Consumption Frequencies by Age and Gender ...............................................................................30
3.1.1 Beer & Ale ................................................................................................................................................. 30
3.1.2 Cider .......................................................................................................................................................