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Italy Beer Market Insights 2013

Published By :

Canadean

Published Date : Jul 2013

Category :

Beer

No. of Pages : 160 Pages

Product Synopsis

A detailed market research report on the Italy 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 Italy 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?

Italy faces deteriorating macro-economic climate and growing political instability.

What are the key drivers behind recent market changes?

Consumer confidence fell during the first half of the year, reaching a record low in June, before stabilizing, albeit at a very low level. In 2012, GDP decreased by 2.4% compared with the previous year.

What makes this report unique and essential to read?

The Italy 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 Italy 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

  • Retail sales declined by 2.2% in 2012 compared to 2011. The year on year decline was the result of a decline of -0.8% in sales of food and a 2.8% decrease in sales of non-food goods.
  • GDP decreased by 2.4% compared with the previous year, reflecting the fall in domestic consumption and investment demand driven by increased unemployment, the effects of budget measures on disposable income and the weak confidence of households and firms.
  • Owing to increasing consumer price sensitivity, discount brands registered double-digit growth in the modern retail channel.
  • The high cost of listing and supporting new product launches, combined with concern that consumers will not be open to try new, unfamiliar products given their limited disposable income continues to dampen innovation.
  • The consumption of easy-to-drink alcoholic beverages is increasing particularly amongst young people of between 18-35 years, in particular as an aperitif.

Key Highlights

  • The Italian market remains dominated by pale lager-style beers, which continued to account for a stable share of just over 94% of all local consumption. Lager is perceived as light, versatile and easy to drink with moderate alcohol content and remains the beer type most favored by Italian consumers.
  • PL brands grew by over 14% in 2012, principally owing to the unfavorable economic climate. Until recently PL brands have suffered from a low quality image and the Italian consumer has generally trusted branded products more, preferring to drink less rather than renounce the guarantee of quality offered by the traditional brands.
  • As part of the global Heineken initiative \"Brewing a Better Future\" launched in April 2010, Heineken Italia has already initiated specific projects in order to reduce the consumption of energy and water, increase the safety and involvement of employees and promote the responsible consumption of alcoholic beverages.
  • Draft beer is nevertheless increasingly perceived by consumers to be the genuine beer experience, offering the freshest and highest quality beer. As a consequence, the consumption of draft beer is significantly higher in the north of Italy where the beer culture is more developed.
  • Owing to growing consumer price sensitivity, discount brands enjoyed double-digit growth in the modern retail channel, principally driven by locally produced PL brands, such as the Coop PL brand which was introduced in 2011. Super premium brands also continued to make strong gains in the modern retail channel, benefiting from the increased range on offer.
TABLE OF CONTENT

Canadean Italy 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
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, 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 3.4.1 - Outlet Universe for Beer, Number/% Share, 2008-2012
Table 3.7 - Leading Retail Groups for Beer by - Number/% Share, 2011-2012
Table 3.8A - Leading Distributors/Drinks Wholesalers, 2012
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

DATA TABLES
Commercial Beverage Consumption Per Capita, Litres, 2002-2013F
Commercial Beverage Consumption Per Capita, % Share, 2002-2013F
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, 2002-2013F
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 ITALIA SPA
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table- Breweries, Capacity, 000s HL
Table- Carlsberg Italia Full Brand List, ABV%, Pack Type
Table- Carlsberg Italia Brand Volumes, 2008-2012

BIRRA CASTELLO DI UDINE SPA
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table- Breweries, Capacity, 000s HL
Table- BirraCastello Full Brand List, ABV%, Pack Type
Table- BirraCastello Brand Volumes, 2008-2012

FABBRICA BIRRA FORST SPA
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table- Breweries, Capacity, 000s HL
Table- Forst Full Brand List, ABV%, Pack Type
Table- Forst Brand Volumes, 2008-2012

HEINEKEN ITALIA SPA
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table- Breweries, Capacity, 000s HL
Table-Heineken Italia Full Brand List, ABV%, Pack Type
Table- Heineken Italia Brand Volumes, 2008-2012

INBEV ITALIA Srl
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table- Breweries, Capacity, 000s HL
Table-InBev Italia Full Brand List, ABV%, Pack Type
Table- InBev Italia Brand Volumes, 2008-2012

MENABREA SPA
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table- Breweries, Capacity, 000s HL
Table-Menabrea Full Brand List, ABV%, Pack Type
Table- Menabrea Brand Volumes, 2008-2012

PERONI INDUSTRIALE
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table- Breweries, Capacity, 000s HL
Table-Peroni Full Brand List, ABV%, Pack Type
Table- Peroni Brand Volumes, 2008-2012

SMALLER BREWERS
Bavaria Italia Srl
Ceres Spa
Paulaner Italia
RadebergerGruppe Italia Srl
Tarricone Spa
Warsteiner Italia Srl
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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