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Denmark Beer Market Insights 2012

Published By :

Canadean

Published Date : Sep 2012

Category :

Alcoholic Beverages

No. of Pages : 98 Pages


Product Synopsis

A detailed market research report on the Denmark beer industry. Researched and published by Canadean.

Introduction and Landscape

Why was the report written?

This report comprises of high level market research data on the Denmark beer industry, published by Canadean. The report covers total market (on- and off-premise) and includes valuable insight and analysis on beer market trends, brands, brewers, packaging, distribution channels, market valuation and pricing.

What is the current market landscape and what is changing?

The tax increase on cider in August 2010 continues to depress the category and sales in 2011 have fallen steeply once again in both the on and the off-premise markets. This will have prompted some drinkers to return to the beer category but many cider drinkers seem to have migrated to the premium packaged spirit or FAB market which has returned to growth. The cider boom in Denmark has proven to be short lived.

What are the key drivers behind recent market changes?

Since the can ban was lifted in September 2002, the Danish beer market has seen a surge in the penetration of cans. Helped by a combination of novelty and convenience, cans have proved very popular with Danish consumers. 2011 has however seen the rise of cans in the beer market slow to a trickle - production figures have even recorded a small loss. There were three main factors behind this, a price rise on cans in, intense price promotional activity on 33cl returnable bottles and the continued decline of the convenience channel where cans dominate.

What makes this report unique and essential to read?

The Denmark Beer Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the Beer market. The report provides a much more granular and detailed data set than our competitors. All data has been researched, brand upwards, by an experienced 'on-the-ground' industry analyst who conducts face-to-face interviews with key producers, leading companies in allied industries, distributors and retailers.

Key Features and Benefits
  • This report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the Denmark Beer industry. Data includes volumes from 2007 to 2011 plus forecasts for 2012, enabling historical and current trend analysis.
  • This report provides readers with in-depth market segmentation: mainstream, premium, super premium, discount, alcoholic strength, local segmentation, beer type.
  • This report provides data and analysis of the performance of both domestic and imported brands and reports on new product activity in 2011.
  • This report provides an analysis of industry structure, reports on company volumes and contains brewer profiles of major brewers
  • 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, multi-serve vs. single serve. Market valuation data and pricing data, including beer consumption by price segment/distribution channel and selected consumer beer prices are also included.
Key Market Issues
  • A brewer began price pointing their cans last year. The company began selling in packs of 12, 15 and 18 units opposed to the traditional 24 unit case. This will have helped average prices. 
  • The price competition in 2011 came against a backdrop of high oil and raw material prices which will have squeezed margins very tightly. 2012 will see beer duty jump by 25% with inevitable repercussions for prices.
  • A key feature of the market in recent years has been the drop in convenience outlet sales. This channel is simply too expensive in today's economic climate. This has helped the supermarkets which have seen sales flatten last year. 
  • The tax increase on cider in August 2010 continues to depress the category and sales in 2011 have fallen steeply once again in both the on and the off-premise markets. 
  • Although the mood among Danish consumers continues to show limited confidence, the on-premise volumes for beer only had a small decline last year; a considerable improvement. Soft drinks sales in on-premise actually increased. 
Key Highlights
  • 2011 is reported to have seen extraordinary levels of price competition last year. This had a positive effect on sales but impacted on the B-brand producers who saw sales drop back last year ahead of the market.
  • Brewers have announced a new product to appeal to female beer drinkers, widening the audience for the sector. The new beer is packed in an elegant glass bottle and support will be tied in with various fashion events to get noticed among women drinkers. The concept will be rolled out Internationally.
  • Imported beers had increased their presence in the last decade as Danes were keen to experiment with glamorous super-premium products from around the world. The deterioration in the economy coupled with the interest in smaller local microbrewer beers has squeezed demand in recent times.
  • The larger brewers are seeing a drop in the market. The shift reflects a widening of choice in the marketplace.
  • The demand for beer was only marginally down. If however the weather had been better in July the market may even have ended up flat.
Table of Content

Canadean Denmark Beer Market Insights Report 2012
Executive Summary
Section 1 Market Context 

MARKET CONTEXT
Market Environment
The Consumer Palate
All Commercial Beverages
Legislation and Taxation 

MARKET PARAMETER TABLES
Table - Population Size and Growth, 1983-2014F
Table -West Europe Population Size and Growth, 2001-2012F
Table - Economic Indicators, 2003-2013F
Table - WestEurope Commercial Beverage Consumption - Per Capita, 2001-2012F
Table - WestEurope Commercial Beverage Consumption - Per Capita, % Share, 2001-2012F
Table -West Europe Beverage Consumption Per Capita, Growth, 2002-2012F 

LEGISLATION AND TAXATION TABLES
Table 1.5.1 - Taxation Base
Mandatory deposit system
Table 1.5.4 - Tax Burden on Beer @ 5% Abv, 2011
Section 2 Market Background Briefing 

MARKET BACKGROUND BRIEFING
Table - Beer Definitions by Type - Local Segmentation
Table - Beer Definitions by Type - Standard Price Segmentation
Table - Beer Definitions by Type - Alcoholic Strength
Table - Beer Definitions by Type - Beer Type
Table - Beer Definitions by Type - Local, National and International
Section 3 Market Update 

MARKET UPDATE
Beer Key Facts
Market Size
Growth
Market Value
Segmentation 2011
Distribution 2011
Packaging 2011 

MARKET COMMENTARY
Current and Emerging Trends
Outlook
Imports and Exports
Segmentation
Top 10 Beer Brands - Volume, 2009-2011
Top 10 International Premium and Superpremium Beer Brands - Volume, 2009-2011
Licensed Brand Owners and Licensees
Brand Analysis
Private Label/Private Label Producers
New Products Activity
Chart - Leading Brewers/Importer, 2011
Market Structure
Brewers
Chart - Consumption by Pack Material/Type, 2011
Packaging Trends
Chart - Distribution by Channel, 2011
Chart - Consumption by Price Segment, 2011
Market Valuation and Pricing
Beer Market Valuation (Local Currency), 2010-2012F
Distribution Trends 

DISTRIBUTION AND PRICING TABLES
Table 2.1.1 - Outlet Universe for Drinks, Number/% Share, 2007-2011
Table 3.8 - Leading Beer Importers, 2011
Table 3.9A - Typical Price Structure for Beer (1) 2011
Table 3.9 - Trade Margin Build-Up Model
Table 3.10.1 - Selected Consumer Beer Prices - Off-Premise, 2010-2012
Table 3.10.2 - Selected Consumer Beer Prices - On-Premise, 2010-2012 

DATA TABLES
Commercial Beverage Consumption Per Capita, Litres, 2001-2012F
Commercial Beverage Consumption Per Capita, % Share, 2001-2012F
Commercial Beverage Consumption Per Capita, Growth, 2001-2011
Commercial Beverage Consumption, Million Litres, 2001-2012F
Alcoholic Beverage Consumption - Litres of Pure Alcohol (LPA) Per Capita, 2001-2012F
Beer Production/Trade/Consumption, 2001-2012F
Beer Production/Trade/Consumption, Growth, 2001-2012F
Consumption of FABs and Cider, 1999-2012F
Beer Foreign Trade by Country (Imports), 2008-2012F
Beer Foreign Trade by Country (Exports), 2008-2012F
Beer Market Valuation (Local Currency), 2010-2012F
Beer Consumption by Local Definition, 2008-2012F
Beer Consumption by Standard Price Segmentation, 2008-2012F
Beer Consumption by Alcoholic Strength, 2008-2012F
Beer Consumption by Type, 2008-2012F
Beer Consumption by Geographic Scope, 2008-2012F
Beer All Trademarks, 2007-2011
Beer Brands by Local Definition, 2007-2011
Beer Brands by Standard Price Segment, 2007-2011
Beer Brands by Alcoholic Strength, 2007-2011
Beer Brands by Type, 2007-2011
Beer Imported Brands by Origin, 2007-2011
Beer Licensed Brands, 2007-2011
Beer Private Label Brands, 2007-2011
Beer Trademark Owners, 2007-2011
Beer Local Operators, 2007-2011
Beer Leading Brewers/Importers, 2007-2011
Beer Consumption by Pack Mix: Refillability/Type/Material/Size, 2008-2012F
Beer Distribution: On-Premise v Off-Premise, 2008-2012F
Section 4 Brewer Profiles 

BREWER PROFILES 

CARLSBERG BREWERIES A/S

Ownership/Shareholders
Company History
Strategic Information
Company Data
Table- Breweries, Capacity, 000s HL
Table- Carlsberg Full Brand List, ABV%, Pack Type
Table- Carlsberg Denmark Brand Volumes, 2007-2011 

HARBOE BRYGGERI A/S
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table- Breweries, Capacity, 000s HL
Table- Harboe Bryggeri Full Brand List, ABV%, Pack Type
Table- Harboes Brand Volumes, 2007-2011 

ROYAL UNIBREW (BRYGGERIGRUPPEN/DANISH BREWERY GROUP)
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table- Breweries, Capacity, 000s HL
Table- Royal Unibrew Full Brand List, ABV%, Pack Type
Table- Royal Unibrew Brand Volumes, 2007-2011 

VESTFYEN
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table- Breweries, Capacity, 000s HL
Table-Vestfyen Full Brand List, ABV%, Pack Type
Table- Vestfyen Brand Volumes, 2007-2011 

SMALLER BREWERS
Thisted
Saltum and Neptun
Methodology
Beer Attributes Definitions
Product Definitions
Packaging Definitions
Glossary
Map

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