South Africa Beer Consumer Trend Report 2015

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Research Methodology

Research

A sample of 60 respondents who are all beer consumers.

Digestion

This phase involves the collection of all research data for

analysis. In the digestion phase, our trend analysts

scrutinise all the information received, in order to export the

data into relevant and meaningful insights. This is where

we ’unlock the human truth behind the trend’.

Report

In the report phase we use the research insights from the

second phase to compile a consumer research report.

These research reports are the tools designed to help

marketers and brands gain a deeper understanding of the

consumer market in their path, to developing differentiating

brand positioning, impactful communication and

campaigns.

Respondent Breakdown

Gender

Age Group

Race

Group

Research Methodology

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report-2015/

IntroductionUnlocking Insights Behind Beer Market Trends

TrendER

‘The human truth behind the trend’

The purpose of this report is to unlock insights behind

current and upcoming beer trends into 2015.

TrendER Insights examines key topics which

consumers regard as important considerations within

the beer category, mainly:

Beer Occasions:

It is a certain kind of social interaction that determines

whether or not someone will choose a beer over any

other alcoholic beverage.

Occasions associated with drinking beer are directly

linked to a consumer feeling comfortable enough to

relax, interact and socialise with others.

Beer Packaging:

Various environments have certain influences over

whether consumers are more likely to drink out of a

beer can or a bottle.

We also explore the role embossment and sticker

labelling plays in the consumers minds.

New Innovations In The Beer Market:

We uncover whether the introduction of new flavoured

beer brands and variants have sparked a shift in the

beer market. As well as the role of the increasing

craft beer brands.

Key Brand Influences:

Factors such as brand status, friends, advertising and

beer brand events have a significant influence when it

comes to beer brand choice and consumption by

individuals.

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Beer Packaging

“A bottle feels good in your hand. I drink cool drinks and juice out of cans mostly.

Even energy drinks. So when drinking beer, there has to be a difference when I'm

holding the beverage. A bottle holds better and you can also hold it in a fashionable

manner.”

Figure 102: Bottle Or Can; Our research results revealed

that beer bottles were the preferred form of packaging, with

most respondents (55%) choosing to drink from a bottle

rather than drinking from a can. (23%) of respondents

preferred to drink out of a can, while (22%) of respondents

enjoyed drinking from both bottles and cans.

A further analysis into the key driver behind this trend,

uncovered that cans were mostly associated with an even

more casual at home setting. Whereas a bottle was

something that one considered when going out, as it is

seen as having more of a premium appeal than just a can.

Bottles were also considered as more fashionable than

cans, specially when it came to holding and sipping on your

favourite brands. The feel of a bottle in one’s hand added

an extra layer of texture when drinking from a beer bottle.

Respondents highlighted that they normally consume

most soft drink and juice beverages from cans.

Therefore when drinking a beer, it is a nice reassurance

to feel the beer bottle in their hands.

With our focus now on beer bottles, we will explore

deeper in order to understand the other preferences that

consumers have regarding the type of label that they

prefer. This will be between the embossment and the

sticker label or a combination of the two.

Figure 103: Types Of Beer Bottle Label, shows that the

embossment was top of the list with (40%) of

respondents preferring embossed bottles. This was

closely followed by a combination of both the

embossment and the sticker labelling at (38%). While

bottles with only a sticker labelling on them, fell short

with a mere (22%) of respondents choosing this option.

Figure 102: Bottle Or

Can

Figure 103: Type Of Beer Bottle

Label

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report-2015/

TrendER

‘The human truth behind the trend’

www.trender.co.

za

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report-2015/