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Portugal Beer Market Insights 2013

Published By :

Canadean

Published Date : Jul 2013

Category :

Alcoholic Beverages

No. of Pages : 198 Pages


Product Synopsis

A detailed market research report on the Portugal 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 Portugal 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?

PL and discount brands are generally unable to offset the declining volumes due to the limited spending power of consumers. Brewers mainly supported consumption in the off-premise market by updating packaging with eye-catching designs, and the presence of secondary packs such as carton box or carton cluster multipacks.

What are the key drivers behind recent market changes?

These packaging activities have gained enormous importance owing to at home consumption peaking due to parties, the TV follow-up of the 2012 EURO football event and the 2012 London Olympics and other celebrations during the year.

What makes this report unique and essential to read?

The Portugal 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 Portugal 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

  • The trend towards at home consumption for economic reasons once again benefitted the off-premise market.
  • The on-premise average retail price increased well below the consumer price index as retailers saw beer as a strategic traffic builder product. By doing this, retailers decided to soak up part of producers\' cost increases in the final retail price to avoid further declines in the number of visits.
  • Temperatures were not very favorable in 2012. They were warmer for some of the year, but colder in the peak consumption summer months.
  • In 2012 beer volumes fell again as a result of low purchasing power and reduced on-premise sales, although beer did not suffer any rise in VAT in either distribution channels.
  • Design is viewed as a key characteristic and now helps consumers better associate the brand with the desired positioning in terms of price, differential attributes or target audience. Increasingly, pack design is perceived by consumers as an added value factor

Key Highlights

  • To capitalize on the social economic troubles a Portuguese on pack product seal has now been added on some brand designs to target consumers who want to buy domestic products, a sentiment driven by the economic crisis.
  • Portuguese consumers like lager beer in an overwhelming proportion, although they are also secondarily sensitive to beer color, with black beer achieving a noticeable share.
  • PET packaging had a insignificant presence in the mainland and it was only available on Madeira Island. It is forecast to be phased out in the coming years.
  • The strategic decisions made some time ago by leading producers to not make PL beer, but instead offer other economically priced options, such as those of traditional allied brands, have paid results to the leading producers.
  • Looking forward, the category will not suffer from trans-border trade with neighboring Spain anymore once former 5% difference in VAT between the two countries has been reduced to a 2% gap, following the Spanish VAT increase in September 2012.
Table of Content

Canadean Portugal 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, 1983-2015F
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 1.5.3 - 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, 2011-2012
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 3.4.2 - Outlet Universe for Beer By Turnover- Value/% Share, 2008-2012
Table 3.7 - Leading Retail Groups for Beer, 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 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, 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

FONT SALEM PORTUGAL S.A (formerly DRINK IN - COMPANHIA DE INDSTRIA DE
BEBIDAS E ALIMENTAAO SA) 
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table- Breweries, Capacity, 000s HL
Table - Font Salem Full Brand List, ABV%, Pack Type
Table- Drink In Brand Volumes, 2008-2012
Table- Font Salem Brand Volumes, 2008-2012

EMPRESA DE CERVEJAS DA MADEIRA (ECM)
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table- Breweries, Capacity, 000s HL
Table- Empresa De Cervejas Da MadeiraFull Brand List, ABV%, Pack Type
Table- EMC Brand Volumes, 2008-2012

MELO ABREU LDA
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table- Breweries, Capacity, 000s HL
Table- Melo Abreu Full Brand List, ABV%, Pack Type
Table- Melo Abreu Brand Volumes, 2008-2012

SOCIEDADE CENTRAL DE CERVEJAS E BEBIDAS (SCC)
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table- Breweries, Capacity, 000s HL
Table-SCC Full Brand List, ABV%, Pack Type
Table- Sociedade Central De Cervejas E Bebidas SA Brand Volumes, 2008-2012

SUMOL+COMPAL, SA (formerly SUMOLIS GM)
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table- Breweries, Capacity, 000s HL
Table-Sumol + Compal Full Brand List, ABV%, Pack Type
Table- Sumolis GM Brand Volumes, 2008-2012
Table- Sumolis + Compal Brand Volumes, 2008-2012

UNICER - BEBIDAS DE PORTUGAL SGPS SA
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table- Breweries, Capacity, 000s HL
Table-Unicer Full Brand List, ABV%, Pack Type
Table- Unicer Brand Volumes, 2008-2012
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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