Core Insights - The beer market in both at-home and away-from-home consumption has shown significant growth in the first half of 2025, with at-home sales increasing by 8.7% and away-from-home sales by 5.2% [1][12] - The expansion of consumer demographics is the primary driver of this growth, with distinct differences in preferences between at-home and away-from-home consumers [1][12] At-Home Beer Market - The growth in the at-home beer market is primarily driven by the top 20% of heavy consumers, who contribute to 60% of the market [3][6] - Heavy consumers tend to prefer classic products and exhibit a strong preference for medium malt concentration beers, which account for nearly 40% of their shopping baskets [6][7] - High malt concentration products have seen a 57% increase in sales among heavy consumers, indicating a growing appreciation for these products [6][7] Pricing and Purchasing Behavior - Heavy consumers prefer moderately priced products, with nearly 70% of low to mid-priced beer consumers being heavy drinkers [7][10] - Online purchasing channels are favored by heavy consumers due to better pricing, while light consumers are less price-sensitive and prefer offline shopping [10][11] Insights from Imported Products - The success of Japanese beer brands, which focus on medium malt concentration and have adapted to local tastes through consumer research, offers valuable lessons for domestic manufacturers [11] - Domestic brands have a pricing advantage over Japanese beers and can enhance their offerings by studying consumer preferences and adapting successful strategies from Japanese breweries [11] Away-From-Home Beer Market - The away-from-home beer market is increasingly driven by consumers aged 24 and under, with this demographic showing a 19% increase in sales [12][13] - Young consumers prioritize quality and presentation over quantity, leading to higher average prices paid for beer compared to the market average [14] - Social consumption scenarios are expanding, with young consumers favoring experiences such as outings, travel, and events, which enhances the social aspect of beer consumption [15][19] Market Challenges and Opportunities - Despite overall market growth, the beer industry faces challenges such as changing consumer demands, evolving consumption scenarios, and intensified competition [20] - Manufacturers are encouraged to innovate packaging and enhance product quality to meet the needs of heavy consumers while exploring new consumption scenarios to attract a broader audience [20]