Consumer Trends in the Beer, Cider & Pre-mixed Spirits Market in the US, 2011 by Canadean

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									                             Consumer
                           Consumer Panel Report




Consumer Trends in the Beer,
Cider & Pre-mixed Spirits Market in
the US, 2011
Reference code: CS0262IS

Published: February 2012




                              www.canadean.com
 TABLE OF CONTENTS


TABLE OF CONTENTS

1      Introduction ........................................................................................................................... 8
    1.1 What is this Report About? ............................................................................................................... 8
    1.2 Definitions ........................................................................................................................................ 8
        1.2.1     Consumer Trends ....................................................................................................................................... 8
        1.2.2     Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage) ..................... 11
        1.2.3     End Consumers ........................................................................................................................................ 12
        1.2.4     Volume Units and Aggregations ............................................................................................................... 13
        1.2.5     Exchange Rates ....................................................................................................................................... 13
        1.2.6     Population Profiles (for interpretation of tables and charts) ..................................................................... 14
    1.3 Methodology ...................................................................................................................................15
        1.3.1     Introduction ............................................................................................................................................... 15
        1.3.2     Large scale, international, program of online consumer surveys ............................................................. 15
        1.3.3     Nationally Representative results (age, gender) ...................................................................................... 15
        1.3.4     Parents answered on their children’s behalf............................................................................................. 15
        1.3.5     Legal Drinking Age exclusions for alcoholic drinks categories ................................................................. 15
        1.3.6     Integrated with industry calling and secondary research ......................................................................... 16
2      Consumer Segmentation, Group Value and Trend Influence .......................................... 17
    2.1 Cohort Groups and Beer, Cider & Pre-mixed Spirits Market Value ..................................................17
        2.1.1     Age Groups ............................................................................................................................................... 17
        2.1.2     Gender Groups ......................................................................................................................................... 18
        2.1.3     Location Groups ....................................................................................................................................... 19
        2.1.4     Education Achieved Groups ..................................................................................................................... 20
        2.1.5     Wealth Groups .......................................................................................................................................... 21
        2.1.6     Busy Lives Groups .................................................................................................................................... 22
    2.2 Cohort Groups and Market Value by Category ................................................................................23
        2.2.1     Beer & Ale ................................................................................................................................................. 23
        2.2.2     Cider ......................................................................................................................................................... 24
        2.2.3     Flavoured Alcoholic Beverages ................................................................................................................ 25
        2.2.4     Lager ......................................................................................................................................................... 26
        2.2.5     Low Alcohol Beer & Lager ........................................................................................................................ 27
    2.3 Behavioral Trends and Market Value ..............................................................................................28
        2.3.1     Beer & Ale ................................................................................................................................................. 28
        2.3.2     Cider ......................................................................................................................................................... 29
        2.3.3     Flavoured Alcoholic Beverages ................................................................................................................ 30
        2.3.4     
								
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