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Greece Beer Market Insights 2012

Published By :

Canadean

Published Date : Sep 2012

Category :

Alcoholic Beverages

No. of Pages : 110 Pages


Product Synopsis
A detailed market research report on the Greece 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 Greece 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 market is shrinking as the austerity measures have paralysed the Greek economy. The Greek beer consumer seems to be interested in tasting more specialized beers however does not have enough money to spend and turns to cheaper products. On premise channel is falling as Greeks tend to stay at home and do not go out as often as they used to some years ago. Customers turn to Greek beers instead of internationals, which continue to lose share.

What are the key drivers behind recent market changes?
The economic crisis is the main reason for the decrease in consumption and the shrinking in the on premise distribution channel. Greeks also boycott international products because of the hard austerity they have been imposed to and turn to domestic beers.

What makes this report unique and essential to read?
The Greece 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 Greece 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
  • The economic crisis has resulted to a dramatic decrease in the beer consumption, as consumers have reduced their spending.
  • The increasing unemployment along with the insecurity, do not allow consumers to purchase unnecessary goods.
  • Distributors are also facing increasing liquidity problems, which is having a negative impact in particular on imported super premium brands.
  • Greeks used to go out very often some years ago and spent much for their entertainment, however now they cannot afford drinking outside and they prefer to drink at home.
  • Greeks feel pressured by foreign countries and they boycott their products, turning into domestic products. A huge increase on the share of Greek beers has been noticed during the past year.
Key Highlights
  • Imports grew in 2011, driven by increased imports from Spain, Belgium and the UK.
  • The Fix brand captured 5% of the market in the second year of its return and intends to grab the 3rd place in the Greek market. 
  • Amstel Premium Pilsener was the only major product introduction in 2011, targeted to the male consumer.
  • Packaging is advancing to the consumer needs with the new easy-open 25cl non-returnable glass pack for the Mythos brand that intends to facilitate consumption of the product at the right temperature in hot weather as the product often becomes too warm before larger packs are fully consumed.
  • PL beers continue to win consumer acceptance owing to their very competitive price positioning.
Table of Content

Canadean Greece 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 - West Europe Commercial Beverage Consumption - Per Capita, 2001-2012F
Table - West Europe 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
Table 1.5.2 - Historical Excise Rates of Beer
Table 1.5.3 - Legal Controls on Beer
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 3.7.1 - Leading Retail Groups for Beer, 2011
Table 3.8 - Leading Importers, 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, 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

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

HELLENIC BREWERIES OF ATALANTI SA
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table- Breweries, Capacity, 000s HL
Table- Hellenic Breweries of Atalanti Full Brand List, ABV%, Pack Type
Table- Hellenic Breweries of Atalanti Brand Volumes, 2007-2011

MACEDONIAN THRACE BREWERY SA
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table- Breweries, Capacity, 000s HL
Table- Macedonian Thrace Brewery Full Brand List, ABV%, Pack Type
Table- Macedonian Thrace Brewery Trade Brand Volumes, 2007-2011

MYTHOS BREWERY SA
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table- Breweries, Capacity, 000s HL
Table-Mythos Brewery Full Brand List, ABV%, Pack Type
Table- Mythos Brewery Brand Volumes, 2007-2011

OLYMPIC BREWERY SA
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table- Breweries, Capacity, 000s HL
Table-Olympic Brewery Full Brand List, ABV%, Pack Type
Table- Olympic Brewery Brand Volumes, 2007-2011
Methodology
Beer Attributes Definitions
Product Definitions
Packaging Definitions
Glossary
Map

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