Beer Drinkers Seeking Unique Flavors

Technomic’s 2014 Beer Tab report reveals that wine and spirits consumption has increased in the past year on a per capita basis by 0.7% and 0.3%, respectively. In general, beer consumption has dropped, per capita, by 2.2%.

But there are bright spots in the beer market. Donna Hood Crecca, Senior Director at Technomic, remarks, “An industry once dominated by a handful of brands is now increasingly diverse in terms of producers, styles and flavors. Growth is occurring among the smaller brands and categories while the larger brands are losing volume.”

By volume, sales of beer products break out as:

  • Domestic light 49.6%
  • Domestic regular 20.3%
  • Imported 14.1%
  • Craft 7.1%
  • Ice 3.4%
  • Flavored malt 2.9%
  • Malt Liquor 2.1%
  • Cider 0.6%

Crecca notes that while Millennials, who represent the next generation of opportunity for adult beverage marketers, are drinking more spirits and wine, certain categories of beer are winning their attention. This trend translates into growth at the higher end of the beer market, especially for imports and craft brands.

Consumers spend an average of $16 per occasion on beer when they are away from home. Younger men, ages 21–24, spend the most: $23. Women who spend the most on a beer occasion away from home, $18, are between the ages of 25 and 34. Older consumers spend the least on beer. In the 55+ category, men spend $12 and women spend $9.

About 33% of U.S. adults drink beer on a weekly basis according to AudienceSCAN. Men (64.6%) make up significantly more of this audience than women (35.4%). Beer drinkers over-​index in their enjoyment of attending sporting events in person, playing cards and playing pool. 35% of beer drinkers plan to purchase a high-​definition TV and 29.5% are in the market for a new car or truck this year. Both of these percentages are significantly higher than average. In the past month, 36.3% of these consumers have taken action as a result of Internet banner ads or newspaper (print or online) ads they've seen.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.