Consumer Profile and Market Analysis of Foster's Beer: A Report

This report provides a detailed analysis of the consumer profile for Foster's beer, focusing on its market position in Australia. It examines the demographics of Foster's consumers, including younger generations, women, and corporate employees, and explores the motivational factors behind their preferences, such as the beer's light and refreshing taste, and its association with summer. The report also delves into the brand's emphasis on health-conscious consumers with low-carb options, and discusses the impact of brand loyalty. Furthermore, it addresses current industry trends, such as the growing demand for micro-brewed and boutique beers, and suggests strategies for Foster's to remain competitive, including product innovation and increased promotional efforts. The analysis incorporates references to industry reports and academic research to support its findings.

Foster's Consumer Profile
Introduction
Foster's is an international beer that has its origin
in Australia. It is a product of the Foster's Group,
based out in Southbank. Australians are known
to love their, considering it as a part of their
culture. It ranks high in the list of international
beer consumption (Ibisworld.com.au 2018).
P
erception
Foster's is steeped deep in the history of
Australia and the people consider it as a strong
part of their culture. Foster's will never disappear
- it is a niche.
Demographics
Demographic segment covered by Foster's
includes youngsters, women and corporate
employees. The younger generation is more
experimental and is on a lookout for different
flavours (Aquilani et al. 2015).
Personality
Motivational
factors
Consumers prefer Foster's as it is a considerably
light and easy-to-drink beer. They love the
refreshing subtle flavours. Moreover, its a great
drink for the summer weather in Australia.
Brand
loyalty
Foster's light beers and its other products
managed to grab the attention of the health-
conscious Australian drinkers. All of this is
because of the supreme brand marketing and
customer association (Juster 2015).
C
onclusion
Foster's need to introduce new products that can
substitute their existing products in the market.
They also need to increase their promotion
standards and acquire more breweries to
continue being the best beer brand in Australia..

Foster's has aimed at the target consumers who
are more into low carb beer and are health
conscious (Fostersbeer.com 2018). People in
Australia spend a lot on both alcoholic and non-
alcoholic drinks. Consumers' taste is changing
and so are their need for something authentic
and new.
Emotions
Foster's cashes out on the local emotions
towards the grand to not lose out on their
presence in the beer market in Australia. People
are so loyal towards the brand because they
grew up with it.
Current industry
trends
The current beer industry is facing a large
demand for micro-brewed and boutique beers as
they are considered to be more fresh and
healthier (Colen and Swinnen 2016).

References
Aquilani, B., Laureti, T., Poponi, S. and Secondi, L., 2015. Beer choice and consumption
determinants when craft beers are tasted: An exploratory study of consumer preferences. Food
quality and preference, 41, pp.214-224.
Colen, L. and Swinnen, J., 2016. Economic growth, globalisation and beer consumption. Journal of
Agricultural Economics, 67(1), pp.186-207.
Fostersbeer.com 2018. Fosters. [online] Fostersbeer.com. Available at: https://www.fostersbeer.com/
[Accessed 21 Apr. 2018].
Ibisworld.com.au 2018. SAB Beverage Investments Pty Ltd - Retail. [online] Ibisworld.com.au.
Available at: https://www.ibisworld.com.au/australian-company-research-reports/manufacturing/sab-
beverage-investments-pty-ltd-company.html [Accessed 21 Apr. 2018].
Juster, F.T., 2015. Anticipations and purchases: An analysis of consumer behavior. Princeton
University Press.