Synopsis
A detailed market research report on the Estonia 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 Estonia 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, and 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, and 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 high level market research data on the Estonia beer industry, published by Canadean. The report covers the 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 beer market experienced a small contraction in 2012.
What are the key drivers behind recent market changes?
An increase in excise duty and a cold summer were the main drivers for the decrease. The contraction could have been larger but the price increase was not noticed by tourists who are an important part of the market in Estonia.
What makes this report unique and essential to read?
The Estonia 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
A poor summer in 2012 compared to 2011 meant that consumers didn’t spend so much time sat outside cafes enjoying a cold glass of beer which detrimentally effected the category.
Tourists are important to the Estonian economy and they didn’t notice the increase in price –which was driven by an increase in excise. This helped prevent the decline from being steeper.
Salaries remained static whilst the cost of utilities increased which left consumers with reduced disposable income which inevitably impacted on beer sales.
Due to restricted disposable income price promotions were important in protecting volumes in 2012 and are expected to be important in 2013.
The increase in excise duty inevitably led to an increase in consumer prices and contributed to the decline.
Canadean Estonia 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, 1991-2015F
Table – East Europe Population Size and Growth, 2002-2013F
Table – Economic Indicators, 2004-2014F
Table – East Europe Commercial Beverage Consumption - Per Capita, 2002-2013F
Table – East Europe Commercial Beverage Consumption - Per Capita, % Share, 2002-2013F
Table – East 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 3.5.1 – Leading Retail Groups for Beer – Number/% Share, 2008-2012
Table 3.5.2 - Leading Retail Groups For Beer - Turnover (EUR bn)/% Share, 2009-2012
Table 3.7.3 - Leading Retail Groups for Beer - Owner/Outlet 2012
Table 3.8 - Leading Importers and Distributors, 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, 2001-2013F
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
A LE COQ AS (OLVI)
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table – Breweries, Capacity, 000s HL
Table - A Le Coq Full Brand List, ABV%, Pack Type
Table – A Le Coq Brand Volumes, 2008-2012
SAKU ÕLLETEHASE AS (CARLSBERG)
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table – Breweries, Capacity, 000s HL
Table - Saku Õlletehase AS Full Brand List, ABV%, Pack Type
Table – Saku Brand Volumes, 2008-2012
VIRU ÕLU AS (HARBOES)
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table – Breweries, Capacity, 000s HL
Table - Viru Õlu Full Brand List, ABV%, Pack Type
Table – Viru Õlu Brand Volumes, 2008-2012
Methodology
Beer Attributes Definitions
Product Definitions
Packaging Definitions
Glossary
Map
List of Tables
Table 1: Estonia Population Size and Growth, 1991-2015F 17
Table 2: East Europe Population Size and Growth, 2002-2013F 18
Table 3: Estonia Economic Indicators, 2004-2014F 18
Table 4: East Europe Commercial Beverage Consumption - Per Capita, 2002-2013F 19
Table 5: East Europe Commercial Beverage Consumption - Per Capita % Share, 2002-2013F 20
Table 6: East Europe Commercial Beverage Consumption - Per Capita Growth, 2003-2013F 21
Table 7: Taxation Base 22
Table 8: Historical Excise Rates of Beer 23
Table 9: Legal Controls on Beer 24
Table 10: Tax Burden on Beer @ 5% Abv, 2012 24
Table 11: Leading Retail Groups for Beer 2008-2012 (number of outlets) 25
Table 12: Beer Key Facts 31
Table 13: Top 10 Beer Brands - Volume, 2010-2012 33
Table 14: Top 10 International Premium and Superpremium Beer Brands - Volume, 2010-2012 33
Table 15: Licensed Brand Owners and Licensees 33
Table 16: Beer Market Valuation (Local Currency), 2011-2013F 39
Table 17: Trade Margin Build-Up Model 40
Table 18: Selected Consumer Beer Prices: Off-Premise, 2011-2013 41
Table 19: Selected Consumer Beer Prices: On-Premise, 2011-2013 42
Table 20: Commercial Beverage Consumption - Litres Per Capita, 2002-2013F 43
Table 21: Commercial Beverage Consumption - Per Capita % Share, 2002-2013F 44
Table 22: Commercial Beverage Consumption - Per Capita Growth, 2003-2013F 45
Table 23: Commercial Beverage Consumption - Million Liters, 2002-2013F 46
Table 24: Average Beverage Consumption - Liters of Pure Alcohol (LPA) Per Capita, 2002-2013F 46
Table 25: Beer Production/Trade/Consumption, 2002-2013F 46
Table 26: Beer Production/Trade/Consumption - Growth, 2002-2013F 47
Table 27: Consumption of FABs and Cider, 2002-2013F 47
Table 28: Beer Foreign Trade By Country (Imports), 2009-2013F 47
Table 29: Beer Foreign Trade By Country (Exports), 2009-2013F 48
Table 30: Beer Market Valuation (Local Currency), 2011-2013F 48
Table 31: Beer Consumption by Local Definition, 2009-2013F 48
Table 32: Beer Consumption by Standard Price Segmentation, 2009-2013F 49
Table 33: Beer Consumption by Alcoholic Strength, 2009-2013F 49
Table 34: Beer Consumption by Type, 2009-2013F 49
Table 35: Beer Consumption by Geographic Scope, 2009-2013F 49
Table 36: Beer All Trademarks, 2008-2012 50
Table 37: Beer Brands by Local Definition, 2008-2012 52
Table 38: Beer Brands by Standard Price Segment, 2008-2012 55
Table 39: Beer Brands by Alcoholic Strength, 2008-2012 58
Table 40: Beer Brands by Type, 2008-2012 61
Table 41: Imported Brands by Origin, 2008-2012 63
Table 42: Beer Licensed Brands, 2008-2012 64
Table 43: Beer Private Label Brands, 2008-2012 64
Table 44: Beer Trademark Owners, 2008-2012 65
Table 45: Beer Local Operators, 2008-2012 67
Table 46: Beer leading Brewers/Importers, 2008-2012 68
Table 47: Beer Consumption by Pack Mix: Refillability/Pack/Size, 2009-2013F 69
Table 48: Beer Distribution: On vs Off Premise, 2009-2013F 69
Table 49: Breweries Capacity (000s HL) 73
Table 50: A Le Coq Full Brand List 73
Table 51: A Le Coq Brand Volumes 2008-2012 74
Table 52: Breweries Capacity (000s HL) 76
Table 53: Saku Olletehase As Full Brand List 76
Table 54: Saku Brand Volumes 2008-2012 77
Table 55: Breweries Capacity (000s HL) 78
Table 56: Viru Õlu Full Brand List 78
Table 57: Viru Olu Brand Volumes 2008-2012 79
List Of Figures
Figure 1: Beer Leading Brewers/Importers, 2012 36
Figure 2: Beer Consumption by Pack Material/Type, 2012 37
Figure 3: Beer Distribution by Channel, 2012 38
Figure 4: Beer Consumption by Price Segment, 2012 39
