Market Research / Demographics

Table of Contents


Beer Market: Total Market, Brand Share of Total Market, Frequency of Use, Brand Share of Total vs. Daily Drinkers, Age, Gender, Income, Region

Item 2017 2018
Total Number of Consumers Ages 21+ Drank Beer 102,216,000 108,513,000
% of Total U.S. Population Ages 21+ 43.9% 46.0%
BRAND SHARE OF MARKET (ALL INDIVIDUALS WHO DRINK A BRAND OF BEER MOST OFTEN AS A % OF ALL INDIVIDUALS WHO DRINK BEER
Bud Light 11.9 13.2
Coors Light 6.7 7.1
Blue Moon 5.8 7.0
Budweiser 4.5 6.0
Miller Lite 6.8 5.3
Corona* 7.2 4.1
Stella Artois 4.5 3.9
Michelob Ultra 3.8 3.6
Yuengling n/a 3.6
Samuel Adams 5.7 3.5
Heineken 4.2 3.3
Corona Light n/a 3.2
Guinness 2.8 1.5
Corona Extra n/a 1.5
Dos Equis 2.0 1.3
Modelo (Negra Modelo) n/a 1.2
Miller High Life n/a 1.1
Crafted Beer not Listed 8.8 6.3
Other Brand of Beer 21.7 15.9
Don't Know 3.7 6.9
Total 100.0 100.0
* Decline resulted in 2018 because other Corona Brands were not identified separately in 2017
% OF MARKET BY FREQUENCY OF DRINKING BEER
Daily 5.3 5.3
3-6 days/week 10.0 10.8
1-2 days/week 24.5 21.1
2-3 times/month 24.2 21.2
Once a month 14.5 13.5
Less than once a month 21.6 28.0
Total 100.0 100.0
% BRAND SHARE FOR TOTAL MARKET VS. % BRAND SHARE AMONG USERS DRINKING BEER EVERY DAY
Each brand's information is in two parts: 0.0 (Share of total Market)/0.0 (Share of every-day drinkers)
Bud Light 11.9/10.6 13.2/14.2
Coors Light 6.7/4.8 7.1/2.7
Blue Moon 5.8/1.6 7.0/2.2
Budweiser 4.5/11.0 6.0/7.9
Miller Lite 6.8/4.5 5.3/6.6
Corona 7.2/9.1 4.1/1.1
Stella Artois 4.5/2.7 3.9/1.7
Michelob Ultra 3.8/0.4 3.6/---
Yuengling n/a 3.6/2.7
Samuel Adams 5.7/6.5 3.5/2.9
Heineken 4.2/2.9 3.3/0.6
Guinness 2.8/0.8 1.5/0.8
Dos Equis 2.0/0.9 1.3/---
% OF MARKET BY DEMOGRAPHIC SEGMENT
---% by Age Group
21-24 3.0 3.8
25-34 19.1 18.2
35-49 28.6 26.9
50-64 29.6 29.7
65+ 19.7 21.4
Total 100.0 100.0
---% by Gender
Male 57.6 56.4
Female 42.4 43.6
Total 100.0 100.0
---% by Annual HH Income
Under $25,000 13.5 14.9
$25,000-$49,999 20.5 17.6
$50,000-$99,999 32.0 32.1
$100,000 or more 34.0 35.4
Total 100.0 100.0
---% by Geographic Region
Northeast 17.7 19.4
North Central 22.6 22.2
South 35.8 35.4
West 23.9 23.0
Total 100.0 100.0
Source: CBA