2023啤酒消费趋势洞察报告

2023֍ଖࡤચમԍࡑا۶ղ ڕę •ҁfiࡊչ咰QեЍ$[ࢃ৴୏݌դQ三ङ௓މ,֎େ֨ڢyي࣫[]¢םङࢃોࢪԃ澞$֢ङ֎େõф୏չࢃો୏⎞ѹلЍ$Q—,֎େфЏęӱ]®঴ݺڄङ௤چ୍ંչ֢¿фЏݺঌङ୍Aݵܴ,õѽղ࣫[ӫޏਈԃЉƒݕ௤˛½୏؍¡ҡg$پङ$ױQي※½澞 •଎ٶߛ,ிځ֢ӄ֎େ١֫ࢃો]঴չࢃો஬ࡌ:߽ԗ૟½,®ם֎େ;ЏԆବݐ଒૴ֺ]঴չ௤ঀԗQي۫ऋ,Ոڱ]ƒױङ١֫Նր,fi$֢֎େङ܉ߐ଒࠵չ୸ૡQيҟ[]୍੽ङ帖ࣣ澞 •÷ٶ[ԡٶљߛ,֢ӄ௑௓ࢃો֫ް¡வۊז,֎େ੧ЏङQ࣫№⪢?ҁfi—¿ࠛ]ރ؁ԗޞї ऀ૟½ݐԈⒸ࣎௤½୏׍୸ङঌऋęતߑߣ,ऽ啺ęતߑߣܴ৒Ҽࡨ֎େ੧Џࢃો૟½,֨חQ֎େ ࢽ୦4;,ପଋޖyङ啺૟½લ߲঩৏ڽବflي]—½“2023֎େࢃો૟½"ङg९,ݍ÷ޏࢃો ࣪׋yङ֎େࢃો:է,٥߈fi޾:֎େⒸ࣎ՃфЏ୥ङ[y࢕ߑߣݕ҈Հ$չgQ澞 ॕ—଑9 ॕ=଑9 §ଵГ䏕䍡࣏: $֡֍ଖਸ਼‡Նى½ࢩ Ⓒઔ]ঃࠔڡݿ: ֍ଖࡤચમԍ ࣹ$ ॕ三଑9 எڀમԍ܃†@: ֍ଖӪݰਗଵज़ࣛ ॕ—଑9 §ଵГ䏕䍡࣏ $֡֍ଖਸ਼‡Նى½ࢩ $֡ފЌࣙॕ—ל֍ଖ࣏§֡ոࡤચ֡,֍ଖ§ଞձ½¾Ҡ׌େ㓆ԍ •֢¿৏ઋقރgުॐ,2013-2020ٶ୿,$֢֎େф୏ܴ৒ଧӗ,ं4982.8ЅԞ]y஑T3411.1ЅԞ],֨࠴Qեф୏ऋ $֛],ղ࣫ٵA׍୸※½,2022ٶ۩֢ઁࠥљ[;Џ֎େф୏fi3568.7ЅԞ],№ࡁ׍୸1.1%,ԩЍ$֎େф୏20%љ[,:ٶѹلЍ$Q—澞ююީ2022ٶ12߃ԥ߃,۩֢ઁࠥљ[;Џ֎େф୏ؼ௤½254.3ЅԞ],№ࡁ׍୸8.5%澞֨ࢃ ો١֫଒)זਲߊङӬ׷உ№,֎େфЏؼؘ࣫]ф୦୏˛ੈݶ˛ӯ䃔ङ¡வ׍୸,଒)2023ٶљߛ,ђ١֫Ԉ୦ەӑߛर, ं]੧Џޅѽڀ؂ࡊٵƒ№,৆୦֌וfiҒڶƒڠ,֎େ੧Џޅѽࢃો׍ବ଒—࠵ݕ]澞 4.27% ஍֣2013-2022ٶ$֢֎େф୏Ճ׍୸ەӑ 4.44% 4982.8 4936.3 -0.93% 4715.6 4506.4 4401.5 -2.33% 0.18% 3800.8 3765.3 -4.47% -4.44% 3562.4 - % 3411.1 3568.7 -9.41% -1 % 0.94 3.65 2013ٶ2014ٶ2015ٶ2016ٶ2017ٶ2018ٶ2019ٶ2020ٶ2021ٶ2022ٶ ֎େф୏(ЅԞ])֎େф୏№ࡁ׍୸ࣤ ރgߛ࢛:֢¿৏ઋق ֧®½ݛज़gܱNy,$֡֍ଖ§‡Նى૛$޲଀ •଎пٶ,۩֢®ୂ୹傱傱[ę]—঩ӧݺঌҏ଒֎େ੧ЏQي,$֢େЏԣzQ٢ङ澦$֢େЏ“†Дм"Qيܶح ۞੿澧ݕӱ,ӱ2025ٶ,֎େ੧Џф୏3800ЅԞ],ࡁ“†三м"$׍୸11.4%,ٶ֮ଧ׍2.2%;୦։ݶ)½ӱ2400Kҫ,№ࡁ׍୸63.4%,ٶ֮ଧ׍10.3%;ؘ࣫ӯ䃔300Kҫ,№ࡁ׍୸124.0%,ٶ֮ଧ׍17.5%澞 ݿ୎ Ն@଑ୈ @ѝգव ࣼһӃ, 2022ٶ6߃ +ЏչҒێԗୂX Ҽ]ݐԈૹ+Џ௤½୏Qيङܶح۞੿ ଠऀЉ№ࢃો‰ѽङ:߽ԗ˛Зۅԗ,№چԗङ$େ˛௰େXେঝфⒸ,ޗ懳֎େXфⒸX澞 2021ٶ4߃ $֢େЏԣz $֢େЏ“†Дм"Qيܶح۞੿ ӱ2025ٶ,֎େ੧Џф୏3800ЅԞ],ࡁ“†三м" $׍୸11.4%,ٶ֮ଧ׍2.2%;୦։ݶ)½ӱ2400Kҫ,№ࡁ׍୸63.4%,ٶ֮ଧ׍10.3%;ؘ࣫ӯ䃔300Kҫ,№ࡁ׍୸124.0%,ٶ֮ଧ׍17.5%澞 2020ٶ12߃ ࣿ※࣪׋ୂ ڏગ½ऩ࣪׋ڧրƒџӣঝ঒ࣲդڣ(2021ٶ࣍) ֎େJ࣪ƒ੽ࡌ:ٶф1000⩰љ[ङ֎େJ஬੽Ԅࣲ࣪ƒܕճа,ٶф1000⩰љyङ֎େJչত懫֎ େJՑ஬੽׊ӊܕQؼՕљ澞 2020ٶ12߃ ֌ԇୂ˛Qݷ׹ ௴ԋי֌№૏фЏऩڣ(2020ٶ࣍) ௴ԋי֌№૏֎େԽމਃg˛gࠛ˛ࣿф;6Ѕࣼ/شޞՃљ[֎େ䍓੸ગו澞 2020ٶ 7߃ ١֫डषõق˛ƒ‰ԗ঒ࣲ׹№z Ҽ]܅‰Q٢澦֎େࣼ澧X13½ڠӲۅ֢¿ƒ‰չ2½ڠӲۅ֢¿ƒ‰ғݷԥङzճ ֢¿ڠӲƒ‰澦֎େࣼ澧(GB4544-2020)]2021ٶ8߃1Q૜Ęڔؘޑ,௤چ୍ંௐⒸԕ੸ߕॠՃࢃો$ङ]૯؍¡,]ӣৈՠ֢ӄי੧ЏQي૟½,৏䶠Ӄfi]؍¡ࣿфչ;ਈӗ݌澞 2020ٶ 2߃ ١֫डषõق ௐⒸࣿфકՕӣঝऩڣ(ғઌ) ֎େঝӰyԕܬⒸgޢূ,ӣӰfiࣅ࣎େ˛ࣿ֎େ˛௪֎େ˛ࣔg֎େ澞 "†$л”֍ଖ§‡Նىࣹƒ ܶƒ 2025ٶ ƒ“†三м" $№ࡁ׍୸ ٶ֮ଧ׍ õф୏(ЅԞ]) 3800 11.4% 2.2% ୦։ௌ(Kҫ) 2400 63.4% 10.3% ӯ䃔(Kҫ) 300 124% 17.5% ރgߛ࢛:®ୂ׹बҼzfl@ў,$֢େЏԣz ֍ଖ†@;‡୳$څЈNܶ] •۩֢֎େ١֫⎞৆૟]ۨࣅ,੧Џâжࠀقׂ$ֺۨ,$֢֎େ١ׂ֫$ੴԢ䃔˛றَ˛䓃ч˛୍ټ(Ⱗב)˛࣯Iмם ¢ףܴ,ҿ۱ԩ١֫ѡௌ№ଋƒۨ,J¡ࣱ֎େ௅ح$$׺֎େਘ1984ٶ଒)$֢љߛ,মઋ֨Ԣ№૏№300Kҫ]ࡇ7, ֨$֢ܨ$঳30¿֎େJ,৆ੈ$׺˛տضࢣ֎େ˛ॠৢ׻X50:ЗⒸ࣎澞ऩӹ,®ם֎େ¢ףH੽ପଋфⒸৈߣ]঴չ࢑ଳ]঴,Љƒ׍Լਘ⎞ӯ䃔,¢ؘ࣫ੈݶङ׍୸,J]ף;ЏQ୿ङâж૞ߛ૞ࢬ3澞 1109.60 ஍֣2022ٶмם֎େத֝[١z№୦୏Ճੈݶ 807.20 5% 8.60% 7.01% 0% 4.12% 4.87% 52.63 21.72 377.02 32.02 2.41% 285.66 40.39 133.85 49.28 1 0% 0% 1 3 1.8 6.6 0.4 3 5.6 10.38% ஍֣2022ٶ$׺֎େоן;୦୏˛ݶ)Ճӯ䃔 884.91 Ԣ䃔֎େ றَ֎େ 䓃ч֎େ ୍ټ֎େ࣯I֎େ 64.789.13 $׺֎େ ୦୏(ЅԞ])ٶݶ)(K২ҫ) ୦୏(ЅԞ])2022ٶੈݶ(Kҫ)୦୏№ࡁ׍Ԇੈݶ№ࡁ׍୸Ӕӯ䃔(K২ҫ) ރgߛ࢛:®ם֎େத֝[١z№ીܕ,ऽ啺ęતޅࣲӣߤ $֡V֭֍ଖ஢࣐ଞ؁֧૊לܶ]ी୎ •2021ٶ۩֢]֮֎େ௓ऀ୏fi31],№ࡁ[䃖4.9%,ऋ௤]¡ࣱ]֮௓ऀ୏澞ę௓େ@ԗչЮۛXڧր,बƒ]ୂӣࠬ২չБо֢¿,۩֢]֮֎େ௓ऀ୏ה]ƒ№ࡊٵ,$ߛё؂֨ƒםङݕ]ॱ୿澞 ஍֣2021ٶЍ$®֢]֮֎େ௓ऀ୏(ԥѹ:]) 71 63 62 59 49 40 39 38 33 31 25 22 5 101 ڴ֢২֢ܽ׺ø֢Ԇܳם№M૞ԧ֢Q$ࡣ֢$֢¡ࣱޏԆfiߛ੼о ރgߛ࢛:Euromonitor澞 2023$,ࡤચীت֍ଖgࡤચ஗ࠊ$ے׌ԅ •ऽ啺flيङ૟½લgުॐ,ђ௓ऀைࠩ[र,№ଋԡރङࢃો$Qॐ࠿№௓ऀДӱ三ࠩ֎େ,࠿מg⮽֎େङࢃો$ԩࡁfi23.0%,ђࢃોைࠩ[र,बࡁ]2022ٶ,2023ٶ®їƒङࢃો$֨֎େ[ङࢃોைࠩ[֮$Љ№№چङ׍Ԇ,45ٍљ[]‰׍Ԇ޾fiޢު澞 ஍֣ࢃો$ٵޞ⮽֎େङைࠩ஍֣बࡁ]2022ٶ,2023ٶ®їƒࢃો$֨֎େ[ 4.6%5.2% 11.3% 23.0% 55.9% 19.9% 54.7% ङࢃોைࠩङՊԗەӑ 15.9% 48.3% 30.3% 5.5% 18-24ٍ 0.4% 25-30ٍ0.4% 43.1% 28.8% % .4 0.3% 31-35ٍ2 24.7% 25.4% 36-40ٍ1.5% 27.5% 6.9% 76.2% %14.6% 3 16.5% 54.5% 41-45ٍ2. 41.7% 33.3% 16.7% 8.3% 41.9% 38.7% 19.4% 46-50ٍ ࠿מg⮽࠿№Дӱ三ࠩ࠿№—ࠩ ࠿߃Дӱ三ࠩҢض⮽/Љ֡; 51ٍљ[ םٱӗص شٱӗصׂ$ܴٵ شٱ׍Ԇםٱ׍Ԇ ރgߛ࢛:ऽ啺ęતߑߣ2023ٶ7߃ପଋޖy“啺લ߲"ڽବ૟½લ߲ٵę,୓ث18-60ٍࢃો$଒੧ङ֨িલ߲,߽$N=1100澞 ॕ=଑9 Ⓒઔ]ঃࠔڡݿ ֍ଖࡤચમԍ ֍ଖࡤચ½ࢇૡ:૯څࣘ஢,䎯ӰН[]⮍װ䎯] •ऽ啺૟½લgުॐ,଎]ۨङࢃો$࠿ࠩ௓ऀङ֎େރ୏֨1-5ࣼ/ծQ୿,№ଋҹۨङࢃો$௓ऀ֎େङސڔfiଠچ˛Aӱfi £澞சवڢyҡgࢃો઀3ङध੧,םୂӣࢃો$H੽ଝࡌص୏ଠچङ֎େ௓ऀސڔ,֎େђ“ۓ੽⮽ױ"଒)“ۓ⮽ױA"ङஉ№澞 ஍֣ࢃો$ପp࠿ࠩ௓ऀङ֎େރ୏ ஍֣ࢃો$௓ऀ֎େङ—ਢސڔ 1.2% ஍֣ࢃો$૕№֎େࢃો“⮽صA,⮽ױA"ङࡁ҆ 11.6% 26.4% 60.9% 82.5% 1.5% 6.9% 2.2% 36.9% 52.6% Љӱ1ࣼ/ծ1-2ࣼ/ծ3-5ࣼ/ծ4-8ࣼ/ծ1۸(12ࣼ)Ճљ[ ଠچ,Aӱfi£⮽ӱ䔦Ңض⮽懵p⮽懵 ރgߛ࢛:ऽ啺ęતߑߣ2023ٶ7߃ପଋޖy“啺લ߲"ڽବ૟½લ߲ٵę,୓ث18-60ٍࢃો$଒੧ङ֨িલ߲,߽$N=1100澞 ёܑଖଞӰܑⒸઔ:ё]ଞ]Ӱ]ઔ]Ҏ]ঃ •ऽ啺૟½લgުॐ,ࢃો$େ௓ࢃો※چं“୏"ӱ“½"૴Պ,$30.3%ङࢃો$Qॐ֨⮽֎େޞ"pࡨ୍Ⓒ½;59.7%ङ ࢃો$ઍfiܰେޞїଋԾ],ص⮽Э੽ଣ№௤Ⓒ½֎େ;61.7%ङࢃો$Qॐ۠۞fi௤Ⓒ½˛௤ëқङ֎େі[޾௤࢜џ澞 ஍֣ࢃો$⮽֎େޞࡨ୍Ⓒ½ङࡁ҆஍֣ࢃો$ڢӹث]—п֎େࢃો઀3ङƒџ 30.3% 11.4% 14.0% 14.9% 37.4% 22.3% ܰେङޞїଋԾ],Օљص⮽,Ѹzଣ№௤Ⓒ½ङ֎େ 7.6% 15.2% 15.5% 33.6% 28.1% ۩۠۞fi௤Ⓒ½˛௤ëқङ֎େі[޾௤ङ࢜џ "p૕№૕№—ਢЉ૕№"pЉ૕№ ރgߛ࢛:ऽ啺ęતߑߣ2023ٶ7߃ପଋޖy“啺લ߲"ڽବ૟½લ߲ٵę,୓ث18-60ٍࢃો$଒੧ङ֨িલ߲,߽$N=1100澞 ۉ9କݪęһࡉ,ҠڈۉНһࡉ䎯 •சवࢃો$ثௐⒸ௓މۨӣङҼࡨ,ҡgԽމ˛ষӔԽމ˛ࣔ࠺Խމۨfiޏङଝࡌ,૞ߛ૞:ࢃો$fl׷ଝࡌ޾ױ,޾ߢਚ,޾এԥষণङфⒸ,֨֎େࢃો[Эղ࣫[଑߽ङ૟½澞ऽ啺૟½લgުॐ,ࢃો$ଣ№֎େޞ,ࡁƒҼࡨङ֜পԕܬ]ҡgࠢ3љՃ୆މQչ௮㾪ࡼچX,$№ଋƒۨङࢃો$Qॐثএԥ˛ѩ½ۨӣङ֎େ޾۟ҽૠ˛޾۠۞غƒ澞 ஍֣ࢃો$ଣ№֎େࡁƒҼࡨङ֜প[:ଣொ] ஍֣ࢃો$ث“ѩ½ࡊ࢛˛௮௚˛ѩ½懡 %"ङ֎େࠢ3۟ҽૠ¢۠۞غƒङࡁ҆ ҡgࠢ3 ୆މQ௮㾪ࡼچ چރঝֺ 59.3% 74.2% 55.6% 55.6% 48.2% 48.2% ރgߛ࢛:ऽ啺ęતߑߣ2023ٶ7߃ପଋޖy“啺લ߲"ڽବ૟½લ߲ٵę,୓ث18-60ٍࢃો$଒੧ङ֨িલ߲,߽$N=1100澞 Ҡڈ$ڽ୿㈙㊈,]懳֍ଖ૛޲଀ •֠৉ҡgչ3ࣿङࢃો૟½,№/ޗ懳ত懫֎େ૞ߛ૞ęࠪI,ऽ啺૟½લgުॐ,90ե˛95եٶૹ‰ѽث№/ޗ懳֎େ޾۟ҽૠ澞 ஍֣ࢃો$ث№/ޗ懳֎େ۟ҽૠ¢۝੽غƒङࡁ҆ 16.4% 16.4% 7.1% 5.6% 19.4% 22.5%21.6% ङࢃો$ث№/ޗ懳 ֎େ۟ҽૠ 00ե95ե90ե-95ӹ85ե80ե-85ӹ70ե ރgߛ࢛:ऽ啺ęતߑߣ2023ٶ7߃ପଋޖy“啺લ߲"ڽବ૟½લ߲ٵę,୓ث18-60ٍࢃો$଒੧ङ֨িલ߲,߽$N=1100澞 Дյ$ފHଂ,יҪДۀۉમԍ •ऽ啺૟½લgުॐ,Дն׷ৄީࢃો$ଣ№֎େҼࡨङ௙੽֜প,88.9%ङࢃો$֨ଣ№֎େޞzҼࡨДն澞֎େ ௎ն$ئ,֎େࢃો$ث]:߽ԗङД۟஬ࡌQञޟध澞લgުॐ,ࢃો$֔ࠪङДնH੽ީࢎ䔦ֺ˛௮௚ֺ˛ষĘֺљՃ懳Լֺ,$௚ֺ˛䟒նֺ˛⼻࡝նֺXش÷ূӣДնЭ$ୂӣࢃો$֔ࠪ澞 ஍֣ࢃો$֨ଣ№֎େޞҼࡨДնङࡁ҆ ஍֣ࢃો$֔ࠪङ֎େД۪۟௚ֺ[:ଣொ] 88.9% 44.3% 40.1%