2012-09-12 16:19:17 - US beer market consumption continuing to fall
Consumption within the US beer market fell again in 2011, continuing the trend seen in previous years. Consumption fell by 1.6% in as blue collar workers who represent the core of US beer drinkers continued to experience high levels of unemployment and pressure on their disposable incomes.Beer represents the largest alcohol segment throughout the US, accounting for roughly 85% of all alcohol volume sold and annually generating over $91.6 billion in retail sales.Overall sales within the US beer market were down an estimated 1.3% by volume in 2011, 1.2% in 2010, however, imported beer sales were up 1% in 2011 and up 5% in 2010.Overall US beer sales were approximately 199,937,239 barrels and imported beer sales were 27,238,339 barrels in
2010. 1,989 total breweries operated for some or all of 2011, the highest total since the 1880s.Craft beer however, is becoming more popular as people turn towards a higher quality product. Craft brewers currently provide an estimated 103,585 jobs in the US, including serving staff in brewpubs. Growth of the craft brewing industry in 2011 was 13% by volume and 15% by dollars compared to growth in 2010 of 12% by volume and 15% by dollars.There is evidence to suggest that premium beer buyers are less loyal to individual brands and are more experimental, more readily switching between craft, import and super-premium brands, with craft beers in particular gaining share from drinkers of other beer types. Consumption within the US beer market is expected to fall by a further 1.2% and is unlikely to recover its former momentum until the economy does.For more information on the US beer market, see the latest research: US Beer Market ReportFollow us on Twitter @CandMResearch
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