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Denmark Beer Market Insights 2013

Published By :

Canadean

Published Date : Jul 2013

Category :

Alcoholic Beverages

No. of Pages : 132 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?

Overall the Danish commercial beverage market dropped slightly in 2012. It was hoped that the Olympics and the European Football championships would lift the market, but the effect was limited. Royal Unibrew was able to increase both its beer volume and its market share. Several years on from its decision to stop discount production, Royal Unibrew began brewing discount beers again, mainly for Coop.

What are the key drivers behind recent market changes?

In 2012 the beer market was shaken by a cool and damp summer and a dramatic 25% jump in the beer tax. In terms of brewers, Carlsberg remains the dominant player enjoying a share of as much as 56% of the total market, although Royal Unibrew\'s share is now almost a fifth of the market.

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 2008 to 2012 plus forecasts for 2013, 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 2012.
  • This report provides an analysis of industry structure, reports on company volumes and contains brewer profiles for 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

  • In late 2012 it was announced that the pioneering but very unpopular fat tax was to be axed; a move that gave hope to the coalition of stakeholders in the beer and soft drinks industry, that had formed to lobby against beverage taxes.
  • In 2012 the beer market was shaken by a cool and damp summer and a dramatic 25% jump in the beer tax.
  • It is suggested that the tax increase has meant it is now very difficult to sell 30 bottles for under the psychological DKK100 price point and operators are pushing cans more than glass.
  • The Danish beverage market is shaped by tax and border trade. Demand in particular has been constrained by Danes traveling to Germany to stock up on their beer, among other beverages.
  • B brands and Private Label products have a limited differential in Denmark. The leading suppliers, supply their branded products to the retailers as well as specific brands for specific supermarkets. Collectively they are known as Discount beers.

Key Highlights

  • Heineken was pushed very hard in 2011 and at the beginning of 2012 and it looks like the brand may have lost momentum. Another key factor has been Carlsberg\'s decision to brew Kronenbourg under license in Denmark.
  • The prospects for the beer market improved significantly in late April, when the government announced that the duty on beer would be reduced by 15% from July.
  • Border shops have promised to respond to the beer tax cut with a price war, as even after the cut is implemented, tax rates will still be higher than they were in 2011.
  • Several years on from its decision to stop discount production, Royal Unibrew began brewing discount beers again, mainly for Coop. Harboes was hit hardest and lost one important contract to Royal Unibrew.
  • Although the PEN bottle is now defunct, there was evidence of PET bottles in Aldi (Tuborg) and at festivals and sports events last year.
Table of Content

Canadean Denmark Beer Market Insights Report 2013
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, 1984-2015F
Table -West Europe Population Size and Growth, 2002-2013F
Table - Economic Indicators, 2004-2014F
Table - WestEurope Commercial Beverage Consumption - Per Capita, 2002-2013F
Table - WestEurope Commercial Beverage Consumption - Per Capita, % Share, 2002-2013F
Table -West Europe Beverage Consumption Per Capita, Growth, 2003-2013F

LEGISLATION AND TAXATION TABLES
Table 1.5.1 - Taxation Base
Mandatory deposit system
Table 1.5.4 - Tax Burden on Beer @ 5% Abv, 2012
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 2012
Distribution 2012
Packaging 2012

MARKET COMMENTARY
Current and Emerging Trends
Outlook
Imports and Exports
Segmentation
Top 10 Beer Brands - Volume, 2010-2012
Top 10 International Premium and Superpremium Beer Brands - Volume, 2010-2012
Licensed Brand Owners and Licensees
Brand Analysis
Private Label/Private Label Producers
New Products Activity
Chart - Leading Brewers/Importer, 2012
Market Structure
Brewers
Chart - Consumption by Pack Material/Type, 2012
Packaging Trends
Chart - Distribution by Channel, 2012
Chart - Consumption by Price Segment, 2012
Market Valuation and Pricing
Beer Market Valuation (Local Currency), 2011-2013F
Distribution Trends

DISTRIBUTION AND PRICING TABLES
Table 2.1.1 - Outlet Universe for Drinks, Number/% Share, 2008-2012
Table 3.8 - Leading Beer Importers, 2012
Table 3.9A - Typical Price Structure for Beer (1) 2012
Table 3.9 - Trade Margin Build-Up Model
Table 3.10.1 - Selected Consumer Beer Prices - Off-Premise, 2011-2013
Table 3.10.2 - Selected Consumer Beer 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 Per Capita, Growth, 2002-2012
Commercial Beverage Consumption, Million Litres, 2002-2013F
Alcoholic Beverage Consumption - Litres of Pure Alcohol (LPA) Per Capita, 2002-2013F
Beer Production/Trade/Consumption, 2002-2013F
Beer Production/Trade/Consumption, Growth, 2002-2013F
Consumption of FABs and Cider, 2000-2013F
Beer Foreign Trade by Country (Imports), 2009-2013F
Beer Foreign Trade by Country (Exports), 2009-2013F
Beer Market Valuation (Local Currency), 2011-2013F
Beer Consumption by Local Definition, 2009-2013F
Beer Consumption by Standard Price Segmentation, 2009-2013F
Beer Consumption by Alcoholic Strength, 2009-2013F
Beer Consumption by Type, 2009-2013F
Beer Consumption by Geographic Scope, 2009-2013F
Beer All Trademarks, 2008-2012
Beer Brands by Local Definition, 2008-2012
Beer Brands by Standard Price Segment, 2008-2012
Beer Brands by Alcoholic Strength, 2008-2012
Beer Brands by Type, 2008-2012
Beer Imported Brands by Origin, 2008-2012
Beer Licensed Brands, 2008-2012
Beer Private Label Brands, 2008-2012
Beer Trademark Owners, 2008-2012
Beer Local Operators, 2008-2012
Beer Leading Brewers/Importers, 2008-2012
Beer Consumption by Pack Mix: Refillability/Type/Material/Size, 2009-2013F
Beer Distribution: On-Premise v Off-Premise, 2009-2013F
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, 2008-2012

HARBOE BRYGGERI A/S
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table- Breweries, Capacity, 000s HL
Table- HarboeBryggeri Full Brand List, ABV%, Pack Type
Table- Harboes Brand Volumes, 2008-2012

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, 2008-2012

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, 2008-2012

SMALLER BREWERS
Thisted
SaltumandNeptun
Methodology
Beer Attributes Definitions
Product Definitions
Packaging Definitions
Glossary
Map

List of Table

Table - Population Size and Growth, 1984-2015F
Table -West Europe Population Size and Growth, 2002-2013F
Table - Economic Indicators, 2004-2014F
Table - WestEurope Commercial Beverage Consumption - Per Capita, 2002-2013F
Table - WestEurope Commercial Beverage Consumption - Per Capita, % Share, 2002-2013F
Table -West Europe Beverage Consumption Per Capita, Growth, 2003-2013F
Table 1.5.1 - Taxation Base
Table 1.5.3 - Legal Controls on Beer
Table 1.5.4 - Tax Burden on Beer @ 5% Abv, 2012
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
Table 2.4 - Leading Distributors/Drinks Wholesalers, 2012
Table 3.4.1 - Outlet Universe for Beer, Number/% Share, 2008-2012
Table 3.4.2 - Outlet Universe for Beer by Turnover, Value/% Share, 2008-2012
Table 3.7 - Leading Retail Groups
Table 3.8B - Leading Beer Importers, 2012
Table 3.9 - Trade Margin Build-Up Model
Table 3.10.1 - Selected Consumer Beer Prices - Off-Premise, 2011-2013
Table 3.10.2 - Selected Consumer Beer Prices - On-Premise, 2011-2013
Commercial Beverage Consumption Per Capita, Litres, 2002-2013F
Commercial Beverage Consumption Per Capita, % Share, 2002-2013F
Commercial Beverage Consumption Per Capita, Growth, 2002-2012
Commercial Beverage Consumption, Million Litres, 2002-2013F
Alcoholic Beverage Consumption - Litres of Pure Alcohol (LPA) Per Capita, 2002-2013F
Beer Production/Trade/Consumption, 2002-2013F
Beer Production/Trade/Consumption, Growth, 2002-2013F
Consumption of FABs and Cider, 2000-2013F
Beer Foreign Trade by Country (Imports), 2009-2013F
Beer Foreign Trade by Country (Exports), 2009-2013F
Beer Market Valuation (Local Currency), 2011-2013F
Beer Consumption by Local Definition, 2009-2013F
Beer Consumption by Standard Price Segmentation, 2009-2013F
Beer Consumption by Alcoholic Strength, 2009-2013F
Beer Consumption by Type, 2009-2013F
Beer Consumption by Geographic Scope, 2009-2013F
Beer All Trademarks, 2008-2012
Beer Brands by Local Definition, 2008-2012
Beer Brands by Standard Price Segment, 2008-2012
Beer Brands by Alcoholic Strength, 2008-2012
Beer Brands by Type, 2008-2012
Beer Imported Brands by Origin, 2008-2012
Beer Licensed Brands, 2008-2012
Beer Private Label Brands, 2008-2012
Beer Trademark Owners, 2008-2012
Beer Local Operators, 2008-2012
Beer Leading Brewers/Importers, 2008-2012
Beer Consumption by Pack Mix: Refillability/Type/Material/Size, 2009-2013F
Beer Distribution: On-Premise v Off-Premise, 2009-2013F

List of Chart

Chart - Leading Brewers/Importer, 2012
Chart - Consumption by Pack Material/Type, 2012
Chart - Distribution by Channel, 2012
Chart - Consumption by Price Segment, 2012

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