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Belgium Cider Market Insights 2013

Published By :

Canadean

Published Date : Aug 2013

Category :

Alcoholic Beverages

No. of Pages : 38 Pages


Product Synopsis

  • Comprising of textual analysis and data tables, this in-depth and exclusive country report from Canadean provides a comprehensive view of the cider industry structure including analysis and profiles on trade mark owners and local operators. Brand volumes and market share are given by price segment, alcoholic strength and type (e.g. apple, pear, flavoured). Consumption volumes are provided by pack mix (type, material, refill ability, pack size) and distribution channel (on- and off-premise). Other information includes market valuation/pricing data and new products are identified. All supported by market commentary.

Introduction and Landscape

Why was the report written?

The 2013 Belgium Cider Market Insights report is a high level market research report on the Belgium cider industry. Published by Canadean, this report provides an excellent way of gaining an in-depth understanding of the dynamics and structure of the market. The report covers total market (on- and off-premise) and includes valuable insight and analysis on cider market trends, brands, brewers, packaging, distribution channels, market valuation and pricing.

What is the current market landscape and what is changing?

The cider market in Belgium continued to decline. In 2012 consumption dropped by over 4% thereby following the decreasing trend of recent years.

What are the key drivers behind recent market changes?

Not only did the hard discounters delist some of their cider brands, as in previous years, but Stassen's biggest competitor Ruwet seems to be focusing less and less on the cider market. This is resulting in a noticeable shrinking of the market.

What makes this report unique and essential to read?

The Belgium Cider Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the cider market. The report provides a much more granular and detailed data set than our competitors.

Key Features and Benefits

  • This report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the Belgium cider market.
  • This report provides readers with in-depth data on market segmentation: mainstream, premium, super premium, discount; alcoholic strength; type.
  • This report provides data and analysis of the performance of both domestic and imported brands and reports on new product activity in 2012.
  • This report provides an analysis of industry structure, reports on company volumes and selected company profiles
  • This report provides distribution channel data (on- vs. off-premise) and discusses the latest trends in the key sub-channels. Packaging data includes consumption volumes by pack material, type, size, refillable vs. non- refillable. Market valuation data and selected pricing data are also included.

Key Market Issues

  • Despite the efforts being made, cider is still seen as an old fashioned drink in Belgium and the annual decrease in consumption shows no signs of stopping. 
  • Cider is most popular in the south of Belgium where proximity to France has influenced the local tastes of consumers.
  • Belgium has not warmed up to imported cider. Imported cider from Ireland is still only available in Irish pubs and not in supermarkets.
  • Domestic production is almost entirely ruled over by Stassen in respect of both branded and Private Label offerings.
  • Advertising support remains limited. Stassen's last TV commercial is now three years old and its last big event at the Belgian football club Standard Luik dates back to September 2011.

Key Highlights

  • There is finally some movement noticed in the Belgian cider market. The giants of the beer world are buckling up for what might become an exciting ride. Carlsberg has introduced its cider flagship, Somersby: the biggest growing cider in 2012 worldwide.
  • Heineken acquired Stassen in 2012; a tactical takeover to ensure to gained from the pioneering work of Stassen on the cider market.
  • A-BInBev tested its own new cider (Stella Cidre) in the UK market in 2011 and 2012, even before it was released in Belgium. However, the company introduced its cider (both apple and pear variants) in Belgium in the first half of 2013.
  • Belgian exports, contrastingly, rose significantly in 2012 and now stand at an impressive 50 th hl compared to 34 th hl last year. 
  • Today draft cider is only available in some Irish pubs. Despite bottles of Strongbow being upwards of 30% more expensive, they possess a strong super premium image, which dampens the sales of cider sold on draft.
Table of Content

Section 1 Market Update

KEY FACTS

  • Market Size 
  • Growth 
  • Market Value 
  • Distribution 2012 

MARKET COMMENTARY

  • Current and Emerging Trends 
  • Outlook 
  • Imports and Exports 
  • Segmentation 
BRANDS

  • Top 10 Cider Brands - Volume, 2010-2012 
  • Top 10 International Premium and Super premium Cider Brands - Volume, 2010-2012 
  • Brand Analysis 
  • Private Label/Private Label Producers 
  • New Products Activity 

INDUSTRY STRUCTURE

  • Market Structure 
  • Cider Producers/Importers 

PACKAGING

  • Chart - Consumption by Pack Material/Type, 2012 
  • Packaging Trends 

CHANNEL ANALYSIS

  • Chart - Distribution by Channel, 2012 
  • Chart - Consumption by Price Segment, 2012 
  • Market Valuation and Pricing 
  • Cider Market Valuation (Local Currency), 2011-2013F 
  • Distribution Trends 

LEGISLATION AND TAXATION TABLES

  • Table 1.2.1 - Taxation Base 
  • Table 1.2.3 - Legal Controls on Cider 

PRICING TABLES

  • Table 1.3.1 - Selected Consumer Cider Prices: Off-Premise, 2011-2013 
  • Table 1.3.2 - Selected Consumer Cider Prices: On-Premise, 2011-2013 

DATA TABLES

  • Commercial Beverage Consumption - per Capita - Litres, 2002-2013F 
  • Commercial Beverage Consumption - per Capita - % Share, 2002-2013F 
  • Commercial Beverage Consumption - Million Litres, 2002-2013F 
  • Average Beverage Consumption - Litres of Pure Alcohol (LPA) Per Capita, 2002-2013F 
  • Cider Production/Trade/Consumption, 2005-2013F 
  • Cider Production/Trade/Consumption - Growth, 2005-2013F 
  • Consumption of FABs and Cider, 2002-2013F 
  • Cider Market Valuation (Local Currency), 2011-2013F 
  • Cider Consumption by Local Definition, 2009-2013F. 
  • Cider Consumption by Standard Price Segmentation, 2009-2013F 
  • Cider Consumption by Alcoholic Strength, 2009-2013F 
  • Cider Consumption by Type, 2009-2013F 
  • Cider Consumption by Geographic Scope, 2009-2013F 
  • Cider All Trademarks, 2008-2012 
  • Cider Brands by Local Definition, 2008-2012 
  • Cider Brands by Standard Price Segment, 2008-2012 
  • Cider Brands by Alcoholic Strength, 2008-2012 
  • Cider Brands by Type, 2008-2012 
  • Cider Imported Brands by Origin, 2008-2012 
  • Cider Private Label Brands, 2008-2012 
  • Cider Trademark Owners, 2008-2012 
  • Cider Local Operators, 2008-2012 
  • Cider Leading Brewers/Importers, 2008-2012 
  • Cider Consumption by Pack Mix: Refill ability/Type/Pack/Size, 2009-2013F 
  • Cider Distribution: On vs. Off Premise, 2009-2013F 

Section 2 Brewer Profiles

BREWER PROFILES

  • CARLSBERG IMPORTERS SA 
  • Carlsberg Importers Brand List 
  • Carlsberg Importers Brand Volumes, 2011-2012 
  • NV KONINGS 
  • NV Konings Belgium Brand List 
  • Konings Belgium Brand Volumes, 2008-2012 
  • RUWET 
  • Ruwet Full Brand List 
  • CiderieRuwet Brand Volumes, 2008-2012 
  • STASSEN SA 
  • Stassen Full Brand List 
  • Stassen SA Brand Volumes, 2008-2012 

Methodology


  • Beer and Cider Attributes Definitions 
  • Product Definitions 
  • Packaging Definitions 
  • Glossary 
  • Map

List of Table


Table 1: Cider Key Facts
Table 2: Top 10 Cider Brands - Volume, 2010-2012
Table 3: Top 10 International Premium and Superpremium Cider Brands - Volume, 2010-2012
Figure 1: Cider Leading Brewers/Importers, 2012
Figure 2: Cider Consumption by Pack Material/Type, 2012
Figure 3: Cider Distribution by Channel, 2012
Figure 4: Cider Consumption by Price Segment, 2012
Table 4: Cider Market Valuation (Local Currency), 2011-2013F
Table 5: - Taxation Base
Table 6: - Historical Excise Rates of Cider
Table 7: - Legal controls on Cider
Table 8: - Tax Burden on Cider
Table 9: Selected Consumer Cider Prices: Off-Premise, 2011-2013
Table 10: Selected Consumer Cider Prices: On-Premise, 2011-2013
Table 11: Commercial Beverage Consumption - Litres Per Capita, 2002-2013F
Table 12: Commercial Beverage Consumption - Per Capita % Share, 2002-2013F
Table 13: Commercial Beverage Consumption - Per Capita Growth, 2003-2013F
Table 14: Commercial Beverage Consumption - Million Liters, 2002-2013F
Table 15: Average Beverage Consumption - Liters of Pure Alcohol (LPA) Per Capita, 2002-2013F
Table 16: Cider Production/Trade/Consumption, 2005-2013F
Table 17: Cider Production/Trade/Consumption - Growth, 2005-2013F
Table 18: Consumption of FABs and Cider, 2002-2013F
Table 19: Cider Market Valuation (Local Currency), 2011-2013F
Table 20: Cider Consumption by Local Definition, 2009-2013F
Table 21: Cider Consumption by Standard Price Segmentation, 2009-2013F
Table 22: Cider Consumption by Alcoholic Strength, 2009-2013F
Table 23: Cider Consumption by Type, 2009-2013F
Table 24: Cider Consumption by Geographic Scope, 2009-2013F
Table 25: Cider All Trademarks, 2008-2012
Table 26: Cider Brands by Local Definition, 2008-2012
Table 27: Cider Brands by Standard Price Segment, 2008-2012
Table 28: Cider Brands by Alcoholic Strength, 2008-2012
Table 29: Cider Brands by Type, 2008-2012
Table 30: Imported Brands by Origin, 2008-2012
Table 31: Cider Private Label Brands, 2008-2012
Table 32: Cider Trademark Owners, 2008-2012
Table 33: Cider Local Operators, 2008-2012
Table 34: Cider leading Brewers/Importers, 2008-2012
Table 35: Cider Consumption by Pack Mix: Refillability/Pack/Size, 2009-2013F
Table 36: Cider Distribution: On vs Off Premise, 2009-2013F
Table 37: Carlsberg Importers Full Brand List
Table 38: Carlsberg Importers Brand Volumes 2011-2012
Table 39: NV Konings Full Brand List
Table 40: Konings Belgium Brand Volumes 2008-2012
Table 41: Ruwet Full Brand List
Table 42: Ciderie Ruwet Brand Volumes 2008-2012
Table 43: Stassen Full Brand List
Table 44: Stassen SA Brand Volumes 2008-2012

List of Chart


Figure 1: Cider Leading Brewers/Importers, 2012
Figure 2: Cider Consumption by Pack Material/Type, 2012
Figure 3: Cider Distribution by Channel, 2012
Figure 4: Cider Consumption by Price Segment, 2012

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