Synopsis
A detailed market research report on the Portugal beer industry. Researched and published by Canadean.
Scope
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 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.
Summary
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?
With VAT increased by three percentage points to 23% and further austerity measures implemented by the government, both brewers and consumers were challenged by a harder environment in 2011. Although the warmer average temperature benefitted the industry, even this could not make much of an impact on beer consumption levels, which declined by almost 8%.
What are the key drivers behind recent market changes?
It is thought that heavy consumers are the main segment of consumers to be cutting their beer consumption rather than those who only drink occasionally. On-premise channels were hurt the most by the consumption contraction despite the almost static retail price policy applied by Horeca retailers. This behavior has been driving the marketing activity of brewing companies in the last couple of years of economic downturn.
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.
Reasons To Buy
Beer was not considered an essential spend for most consumers as they had to face the combined effect of increased beer VAT, lower spending power and more austerity measures. Beer consumption fell as a result, with consumers adjusting their habits to match their spending power.
Brewing companies counteracted the hard environment by proposing a successful win-win trade to consumers; the new 20/25cl nr glass bottles (now named 'minis'). ‘Minis’ have become the trendy option, able to satisfy a more moderated intake for consumers who cannot pay the price of bigger 33cl bottles and are willing to accept enlarged per buy amounts through a broad range of multi-packs.
Temporary variants of megabrands designed as seasonal options proved to be successful at better satisfying the light and occasional consumers who were very dependent on warm temperatures, holiday time and appreciate a lighter refreshing beer taste that is more easy to drink, affordable and funny or festively named but ideally belonging to a leading parent brand.
The economically troubled consumer continued shifting to home consumption where spend is lower and there is no concern about limiting consumption to be able to drive.
Table Of Contents
Canadean Portugal 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 1.5.3 – 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, 2010-2011
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 3.4.1 – Outlet Universe for Beer, Number/% Share, 2007-2011
Table 3.4.2 – Outlet Universe for Beer By Turnover- Value/% Share, 2007-2011
Table 3.7 – Leading Retail Groups for Beer, 2011
Table 3.8A – Leading Distributors/Drinks Wholesalers, 2011
Table 3.8B – Leading Beer 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 Per Capita, - Growth, 2001-2011
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, 2001-2012F
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
FONT SALEM PORTUGAL S.A (formerly DRINK IN - COMPANHIA DE INDÚSTRIA DE
BEBIDAS E ALIMENTAÇAO 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, 2007-2011
Table – Font Salem Brand Volumes, 2007-2011
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 Madeira Full Brand List, ABV%, Pack Type
Table – EMC Brand Volumes, 2007-2011
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, 2007-2011
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, 2007-2011
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, 2007-2011
Table – Sumolis + Compal Brand Volumes, 2007-2011
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, 2007-2011
Methodology
Beer Attributes Definitions
Product Definitions
Packaging Definitions
Glossary
Map
List Of Tables
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List Of Figures
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