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Beer in China 2008: A Market Summary
Access Asia Ltd., Sep 2008, Pages: 13
These Market Summary series of PowerPoint presentation reports are summaries of the key findings of our full China Contact sectoral reports, which are presented in document format. The core market for these summary reports is to fulfil the needs of customers who require a convenient summarised overview of the key data and areas of interest in a given sector, in a ready-made presentation format, both to those who have bought the full report, or those who are simply looking for only core data on a market, or to fit within a more restricted research budget.
Beer Market Summary
The Chinese beer market has grown at an astounding pace in recent years, spurred on by the massive levels of foreign investment in the market, along with the rise in the average levels of consumer spending in China, thanks to the economic reform policies of the government.
China has now overtaken the US to become the largest national beer market in the world. Thus China is an important market, which needs to be understood more clearly.
China is a complex market, varying widely from region to region. Indeed, the country can be described as a collection of regional markets, with very few companies able to operate on a truly national level.
The brewing industry has been one of those quickest to modernise in China, and can be seen as a yardstick upon which other industries in China will model themselves.
Despite its huge market size, there remains great scope for development, and many new opportunities are still available in China. Per capita beer consumption in China has grown to near parity with other regional market, and so development in the market will in future rely much more on raising the average value of purchases, and persuading Chinese consumers (especially the growing ranks of urban middle-income consumers) to trade-up to premium products and brands. Thus the market has switched from simply achieving national and regional volume capacity to fill the market, towards developing national and regional brand share.
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