6-8 Months Large Mart and Convenience Store Market Share 3.7%
Leading Category in Household Market
Sales Volume Up 31% Compared to Same Period Last Year
OB Beer announced on the 23rd that its light beer 'Cass Light' ranked first in market share among light beers in the peak summer home market this year.
According to a market research firm, Cass Light recorded a 3.7% market share in the overall home beer market, including large supermarkets and convenience stores, from June to August this year, ranking first in the light beer category. Home market sales volume also increased by about 31% compared to the same period last year. In the overall beer brand rankings, Cass Light jumped from 8th place to 6th place during the same period last year, becoming the only light beer to enter the top 10.
In convenience stores, the channel with the largest share in the domestic home market, Cass Light led the light beer market this summer with nearly three times the gap over the second-ranked brand. From June to August this year, convenience stores accounted for about 37% of beer sales by channel, the highest proportion.
OB Beer Cass Light [Photo by OB Beer]
Light beer refers to beer with fewer than 30 kcal per 100 ml. Globally, the popularity of light beer continues to rise. According to NielsenIQ (NIQ), a global data analysis and market research company, six of the top 10 beers sold in the United States were light beers. In Korea as well, the demand for light beer is increasing as the healthy pleasure trend, reflecting consumer keywords such as low calorie and zero sugar, expands among the MZ generation (Millennials + Generation Z), who are highly interested in self-care.
OB Beer renewed the packaging of Cass Light in the first half of this year with a design that intuitively reflects the characteristics of light beer such as zero sugar, low calorie, and low alcohol content. Recently, Cass Light has been running the 'My Own Light Time' campaign featuring fencing gold medalist Oh Sang-wook, a 2024 Paris Olympic athlete, as its model.
A Cass brand representative said, "As a leading brand in the domestic light beer market, we will continue to take the lead in expanding the light beer market base through marketing and product innovation that meet consumers' expectations."
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