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Denmark 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 Denmark Cider Market Insights report is a high level market research report on the Danish 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 market for cider slumped by more than a quarter in 2012; appearing to be in crisis for another year.

What are the key drivers behind recent market changes?

The explosion in cider sales early in the  2000shit the FABs market hard and although the category attracted many beer drinkers, it was FABs' sales that were hit hardest. Now that cider sales are falling steeply, FABs consumption has recovered and returned to growth. As cider demand shrinks, so too inevitably does the number of brands in the market.

What makes this report unique and essential to read?

The Denmark 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 Denmark 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

  • The line between cider and FABs has become so blurred that it is probably more realistic to look at both categories as one. The marketing and target audience is one and the same.
  • The catalyst for the decline of the Danish cider market was the government's decision to tax ciders in the same way as ready to drink spirit products or FABs in 2010 which made the two categories comparable to consumers.
  • It is not unheard of during certain months for more cider to be sold in the Border shops than in the whole of Denmark.
  • Cult, Carlsberg and Royal Unibrew dominate the market.

Key Highlights

Cult accounts for nearly half of the cider market but the brand is no longer actively marketed as a cider - more as a FAB.
The blurring of the line between FABs and ciders has meant that flavored ciders have gained share in recent times and now make up 70% of volumes.
Somersby volumes dropped by over a fifth last year; a new ginger and lemon flavor failed to prompt a revival in the fortunes of the brand.
Average prices increased relatively steeply in the off-premise last year.
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 
  • Chart - Leading Brewers/Importers, 2012 
  • 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 Rates for 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 - per Capita - Growth, 2002-2012 
  • Commercial Beverage Consumption - Million Litres, 2002-2013F 
  • Alcoholic Beverage Consumption - Litres of Pure Alcohol (LPA) Per Capita, 2002-2013F 
  • Cider Production/Trade/Consumption - Growth, 2006-2013F 
  • 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 Denmark 
  • Carlsberg Denmark Full Cider Brand List 
  • Carlsberg Denmark Brand Volumes 2008-2012 
  • Cult A/S 
  • Cult's Full Cider Brand List 
  • Cult GmbH Brand Volumes 2008-2012 
  • Royal Unibrew (Bryggerigruppen/Danish Brewery Group) 
  • Royal Unibrew Full Cider Brand List 
  • Royal Unibrew Brand Volumes 2010-2012 
MINI PROFILES 
  • House of Beer A/S 
  • One Pint A/S 
  • Premium Beer Import A/S 
Methodology 
Beer and Cider Attributes Definitions 
Product Definitions 
Packaging Definitions 
Glossary 
Map

List of Table

Table 1: Data Revisions Summary 
Table 2: Cider Key Facts 
Table 3: Top 10 Cider Brands - Volume, 2010-2012 
Table 4: 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 5: Cider Market Valuation (Local Currency), 2011-2013F 
Table 6: - Taxation Rates for Cider 
Table 7: Selected Consumer Cider Prices: Off-Premise, 2011-2013 
Table 8: Selected Consumer Cider Prices: On-Premise, 2011-2013 
Table 9: Commercial Beverage Consumption - Litres Per Capita, 2002-2013F 
Table 10: Commercial Beverage Consumption - Per Capita % Share, 2002-2013F 
Table 11: Commercial Beverage Consumption - Per Capita Growth, 2003-2013F 
Table 12: Commercial Beverage Consumption - Million Liters, 2002-2013F 
Table 13: Average Beverage Consumption - Liters of Pure Alcohol (LPA) Per Capita, 2002-2013F 
Table 14: Cider Production/Trade/Consumption, 2005-2013F 
Table 15: Cider Production/Trade/Consumption - Growth, 2005-2013F 
Table 16: Consumption of FABs and Cider, 2002-2013F 
Table 17: Cider Market Valuation (Local Currency), 2011-2013F 
Table 18: Cider Consumption by Local Definition, 2009-2013F
Table 19: Cider Consumption by Standard Price Segmentation, 2009-2013F 
Table 20: Cider Consumption by Alcoholic Strength, 2009-2013F 
Table 21: Cider Consumption by Type, 2009-2013F 
Table 22: Cider Consumption by Geographic Scope, 2009-2013F 
Table 23: Cider All Trademarks, 2008-2012 
Table 24: Cider Brands by Local Definition, 2008-2012 
Table 25: Cider Brands by Standard Price Segment, 2008-2012 
Table 26: Cider Brands by Alcoholic Strength, 2008-2012 
Table 27: Cider Brands by Type, 2008-2012 
Table 28: Imported Brands by Origin, 2008-2012 
Table 29: Cider Private Label Brands, 2009-2012 
Table 30: Cider Trademark Owners, 2008-2012 
Table 31: Cider Local Operators, 2008-2012 
Table 32: Cider leading Brewers/Importers, 2008-2012 
Table 33: Cider Consumption by Pack Mix: Refillability/Pack/Size, 2009-2013F 
Table 34: Cider Distribution: On vs Off Premise, 2009-2013F
Table 35: Carlsberg Denmark Full Cider Brand List 
Table 36: Carlsberg Denmark Brand Volumes 2008-2012 
Table 37: Cult's Full Cider Brand List 
Table 38: Cult GmbH Brand Volumes 2008-2012 
Table 39: Royal Unibrew Full Cider Brand List 
Table 40: Royal Unibrew Brand Volumes 2010-2012 
Table 41: Company House of Beer A/S 
Table 42: Company One Pint A/S 
Table 43: Company Premium Beer Import A/S

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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