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Estonia 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 Estonia Cider Market Insights report is a high level market research report on the Estonian 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?

  • In 2012, the cider market expanded by 12% mainly driven by the increasing sales of Somersby cider that was introduced in 2011 by Carlsberg Group (SakuOlletehase).
  • What are the key drivers behind recent market changes?
  • The favorable pricing of cider compared with FABs and price promotions helped to drive up sales volume during the review period.

What makes this report unique and essential to read?
The Estonia 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 Estonia 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

  • During the last few years cider consumption has grown considerably and the market is now showing some signs of maturity.
  • Flavored cider lost its leading position in 2012 and now accounts for a lower market share, with overall volume also dropping too.
  • Low calorie cider was represented by Fizz Pear Light in 2012. Kiss Sprinter and Kiss Late have both now been discontinued after failing to take off.
  • A Le Coq continued to rest on its leadership position and only introduced two new products to the market in 2012. These did not prove to be very successful, and were discontinued by the end of the year.
  • In 2012, prices rose in line with fuel and energy increases as well as due to an increase in excise duty.

Key Highlights

  • With Somersby's introduction, the flavor profile of the market has changed, with pear cider now taking the lead. 
  • Along with the increase in Somersby sales, glass packaging has rapidly increased. 33cl glass increased by 85% in 2012, while glass packaging overall increased by 42%. 
  • The Estonian government's attempts to curb the consumption of all alcoholic drinks, including FABs, (by raising excise duty on drinks with high alcohol content) have compelled some consumers to seek alternative affordable alcoholic beverages. Cider benefits from a lower excise duty compared with spirit-based alcoholic drinks. 
  • It is mainly consumed by the younger generation, especially female consumers, as cider is relatively new and is perceived as a fashionable drink.
  • Cider imports increased by a high double-digit rate in 2012. Most ciders are imported from the neighboring Baltic and Nordic countries.
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 
  • Licensed Brand Owners and Licensees 
  • Brand Analysis 
  • Private Label/Private Label Producers 
  • New Products Activity 

INDUSTRY STRUCTURE

  • Chart - Leading Brewers/Imports, 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 Base 
  • Table 1.2.2 - Historical Excise Rates of Cider 
  • Table 1.2.3 - Legal Controls on Cider 
  • Table 1.2.4 - Tax Burden 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 - per Capita - Growth, 2002-2013F 
  • 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 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

  • A LE COQ AS (OLVI) 
  • A Le Coq Full Brand List 
  • A Le Coq Brand Volumes, 2008-2012 
  • SAKU OLLETEHASE AS (CARLSBERG) 
  • Sakulletehase Full Brand List 
  • Saku Brand Volumes, 2008-2012 
  • VIRU OLU AS (HARBOES) 
  • Virulu Full Brand List 
  • ViruOlu Brand Volumes, 2008-2012 

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
Table 5: Licensed Brand Owners and Licensees
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 6: Cider Market Valuation (Local Currency), 2011-2013F
Table 7: - Taxation Base
Table 8: - Historical Excise Rates of Cider
Table 9: - Legal Controls on Cider
Table 10: - Tax Burden on Cider @ 4.7% Abv, 2012
Table 11: Selected Consumer Cider Prices: Off-Premise, 2011-2013
Table 12: Selected Consumer Cider Prices: On-Premise, 2011-2013
Table 13: Commercial Beverage Consumption - Litres Per Capita, 2002-2013F
Table 14: Commercial Beverage Consumption - Per Capita % Share, 2002-2013F
Table 15: Commercial Beverage Consumption - Per Capita Growth, 2003-2013F
Table 16: Commercial Beverage Consumption - Million Liters, 2002-2013F
Table 17: Average Beverage Consumption - Liters of Pure Alcohol (LPA) Per Capita, 2002-2013F
Table 18: Cider Production/Trade/Consumption, 2005-2013F
Table 19: Cider Production/Trade/Consumption - Growth, 2005-2013F
Table 20: Consumption of FABs and Cider, 2002-2013F
Table 21: Cider Market Valuation (Local Currency), 2011-2013F
Table 22: Cider Consumption by Local Definition, 2009-2013F
Table 23: Cider Consumption by Standard Price Segmentation, 2009-2013F
Table 24: Cider Consumption by Alcoholic Strength, 2009-2013F
Table 25: Cider Consumption by Type, 2009-2013F
Table 26: Cider Consumption by Geographic Scope, 2009-2013F
Table 27: Cider All Trademarks, 2008-2012
Table 28: Cider Brands by Local Definition, 2008-2012
Table 29: Cider Brands by Standard Price Segment, 2008-2012
Table 30: Cider Brands by Alcoholic Strength, 2008-2012
Table 31: Cider Brands by Type, 2008-2012
Table 32: Imported Brands by Origin, 2009-2012
Table 33: Cider Licensed Brands, 2008-2012
Table 34: Cider Trademark Owners, 2008-2012
Table 35: Cider Local Operators, 2008-2012
Table 36: Cider leading Brewers/Importers, 2008-2012
Table 37: Cider Consumption by Pack Mix: Refillability/Pack/Size, 2009-2013F
Table 38: Cider Distribution: On vs Off Premise, 2009-2013F
Table 39: A Le Coq Full Brand List
Table 40: A Le Coq Brand Volumes 2008-2012
Table 41: Saku lletehase Full Brand List
Table 42: Saku Brand Volumes 2008-2012
Table 43: Viru lu Full Brand List
Table 44: Viru Olu Brand Volumes 2009-2012

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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