Summary
The beer market contracted by 3% due to lower Horeca sales, unfavorable weather and delayed ATL activities. This delay of ATL activity not only affected just the summer consumption, but also the category awareness. Austerity measures at the end of 2014 additionally affected consumer spending, however Zajecarsko was able to see significant growth and take over second position from Lav. Beer mixes' experienced a particularly large drop, restricted by low marketing activities and poor weather, which the segment is particularly reliant on. Despite reduced beer consumption overall, there was increased demand for high priced brands as consumers wanted to experience the premium taste on very rare occasions.
Key Findings
- Beer market saw a 3% contraction with delayed ATL activities, a poor summer and limited consumer spending
- United Serbian managed to advance in the beer market with its brand, Zajecarsko through a low pricing strategy, allowing them to widen their consumer base
- Market leaders, Jelen and Lav lost volumes amidst the low pricing strategy of Zajecarko, although the two players tried to match the price difference in order to prevent further losses of volume in the arena
- Heineken and Budvar moved from superpremium to premium triggering a volume transfer between the two segments
Synopsis
Canadean's Serbia Beer Market Insights 2015 Report provides a complete overview of the Serbia beer industry structure offering a comprehensive insight into historical background trends, 2014 performance and 2015 outlook. Covering total market (on and off-premise) the report details:
- 2010-2014 actual detailed beer consumption volume data by segment, brand, brewer, packaging and distribution (on-/off-premise), with 2015 forecasts
- Top line production, import, export and consumption volume from 2004-2014 with forecasts for 2015
- Value by distribution channel 2010-2014, with 2015 forecasts
- 2013-2015 selected on- / off-premise retail prices
- Details of key beer new product launches in 2014 by company
- Overview of the competitive landscape in the beer market, with analysis of key company performance
- Insightful and valuable analysis of the drivers behind both current and emerging trends in the beer market
- Data is also available in excel format
Reasons To Buy
- Gain an in-depth understanding of the dynamics and structure of the Serbia beer industry, from the latest competitive intelligence of both historical and forecast trends to enhance your corporate strategic planning
- Evaluate the current emerging trends and future growth opportunities in the Serbia beer market to support your brand development and marketing initiatives
- Understand volume vs value trends and identify the key growth opportunities across the super-premium, premium, mainstream and discount segments to best target profitability
- Analyse domestic and imported beer brand performance and determine the key trends driving consumption preference to develop a competitive advantage
- Interrogate the unique granularity of our data to analyse the market on a variety of levels to make well-informed decisions on future threats and growth prospects in the marketplace for your company
- Use our new powerpoint add-on to quickly absorb a succinct Summary of the key trends in the Serbia beer market
- View a selection of the key 2014 product launches and identify competitor activity and product innovation and differentiation prospects
Table Of Contents
1 Data Revisions Summary
2 Executive Summary
3 Market Context
3.1 Market Context
3.2 Market Parameters Tables
3.3 Legislation and Taxation Tables
4 Market Background Briefing
5 Market Update
5.1 Market Commentary
5.2 Packaging Trends
5.3 Beer Pricing Tables
5.4 Beer Data Tables
6 Brewer Profiles
7 Appendix
7.1 Disclaimer
7.2 Methodology and Product Definitions
7.3 Map
List Of Tables
Table 1: Serbia Population Size and Growth, 1991-2017F
Table 2: East Europe Population Size and Growth, 2004-2015F
Table 3: Serbia Economic Indicators, 2006-2016F
Table 4: East Europe Commercial Beverage Consumption - Per Capita, 2004-2015F
Table 5: East Europe Commercial Beverage Consumption - Per Capita % Share, 2004-2015F
Table 6: East Europe Commercial Beverage Consumption - Per Capita Growth, 2005-2015F
Table 7: Taxation Base
Table 8: Historical Excise Rates of Beer
Table 9: Legal Controls on Beer
Table 10: Tax Burden on Beer @ 5% Abv, 2014
Table 11: Leading Retail Groups for Beer 2009-2014 (number of outlets)
Table 12: Beer Key Facts
Table 13: Top 10 Beer Brands - Volume, 2012-2014
Table 14: Top 10 International Premium and Superpremium Beer Brands - Volume, 2012-2014
Table 15: Licensed Brand Owners and Licensees
Table 16: Beer Market Valuation (Local Currency), 2013-2015F
Table 17: Selected Consumer Beer Prices: On-Premise, 2013-2015
Table 18: Selected Consumer Beer Prices: Off-Premise, 2013-2015
Table 19: Beer Production/Trade/Consumption 000 HL, 2004-2015F
Table 20: Beer Production/Trade/Consumption - Growth, 2004-2015F
Table 21: Consumption of FABs and Cider (000 HL), 2011-2015F
Table 22: Beer Foreign Trade By Country (Imports), 2011-2015F
Table 23: Beer Foreign Trade By Country (Exports), 2011-2015F
Table 24: Beer Market Valuation (Local Currency), 2013-2015F
Table 25: Beer Consumption by Local Definition, 2011-2015F
Table 26: Beer Consumption by Standard Price Segmentation, 2011-2015F
Table 27: Beer Consumption by Alcoholic Strength, 2011-2015F
Table 28: Beer Consumption by Type, 2011-2015F
Table 29: Beer Consumption by Geographic Scope, 2011-2015F
Table 30: Beer All Trademarks, 2010-2014
Table 31: Beer Brands by Local Definition, 2010-2014
Table 32: Beer Brands by Standard Price Segment, 2010-2014
Table 33: Beer Brands by Alcoholic Strength, 2010-2014
Table 34: Beer Brands by Type, 2010-2014
Table 35: Imported Brands by Origin, 2010-2014
Table 36: Beer Licensed Brands, 2010-2014
Table 37: Beer Private Label Brands, 2013-2014
Table 38: Beer Trademark Owners, 2010-2014
Table 39: Beer Local Operators, 2010-2014
Table 40: Beer leading Brewers/Importers, 2010-2014
Table 41: Beer Consumption by Pack Mix: Refillability/Pack/Size, 2011-2015F
Table 42: Beer Distribution: On vs Off Premise, 2011-2015F
Table 43: Apatinska Pivara Brand Volumes 2010-2014
Table 44: Bip Belgrade Brand Volumes 2010-2014
Table 45: Carlsberg Serbia Brand Volumes 2010-2014
Table 46: United Serbian Breweries Brand Volumes 2010-2014
List Of Figures
Figure 1: Beer Leading Brewers/Importers, 2014
Figure 2: Beer Consumption by Pack Material/Type, 2014
Figure 3: Beer Distribution by Channel, 2014
Figure 4: Beer Consumption by Price Segment, 2014
