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三得利TPM啤酒销量快速增长
三得利TPM啤酒销量快速增长
行业数据
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所属报告：
食品饮料行业啤酒超级大年：高端化加速期-220906（54页）.pdf
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行业专题研究 群体，而啤酒正是其中重要的品类。由于女性群体更容易感知到产品口味、成分、外包装等细节的不同，其饮酒场景细化为佐餐、睡前、独饮等，这也意味着酒企需要较高的差异化水平以使得自身脱颖而出，产品多样化势在必行。此外，女性群体本身较为注重身材管理，对健康元素的接受度高，同时也乐于尝新和分享，因此高品质、健康化或将成为女性啤酒赛道的下一个升级点。以日本为例，面对本国持续收缩的啤酒消费市场，2003 年三得利推出 The Premium Malt's 系列高端啤酒，TPM 采用天然水和高端原料酿制，口感芳香醇厚，赢得了女性高消费群体的青睐，2008 销量超过 Yebisu 成为日本第一大高端啤酒品牌，2020 年销量高达 1726 万箱，较 2006 年的 550 万箱增长超 200%，高端市场份额保持在 50%左右的高位，稳居日本高端啤酒第一。与日本的情况类似，目前中国啤酒市场规模也已进入下行期，高端化势在必行，酒企需要把握女性市场机会，通过较强的创新能力构建细分品类优势，从而构建新的
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食品饮料行业啤酒超级大年：高端化加速期-220906（54页）.pdf
公司打造“6+6”品牌矩阵，各品牌定位和目标人群清晰
五大啤酒公司高端化背后存在本质差异
啤酒主流产品的京东售价相比很多热销的预调酒、饮料而言并不高
高端线产品占比较低，吨价仍有提升空间（2021年）
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