Argentina Beer Market Insights 2012




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Product Synopsis

A detailed market research report on the Argentina beer industry. Researched and published by Canadean.

Introduction and Landscape

Why was the report written?

This report comprises high level market research data on the Argentina 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?
With the boom of microbreweries and the level of sophistication of the Argentinean consumer profile, draught beer has been flourishing in the on-premise channels. While growth is not exponential, consumption of wider variety of beers has been noted in these channels. Prices have been growing at fast rates, causing imports to be more expensive and local products less competitive.

What are the key drivers behind recent market changes?

Beer consumption in Argentina managed to post growth of 4% in 2011, fuelled by the mainstream segment, which accounts for close to 86% of all beer consumption in Argentina. Warm temperatures during the summer period, which extended into autumn as well as spring, helped the category's improvement. The category has been very active in marketing and promotional activities, with the leading brands fighting for a share of the market.

What makes this report unique and essential to read?
The Argentina 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 Argentina 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, 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 2011.
  • This report provides an analysis of the industry structure, reports on company volumes and contains brewer profiles for ten 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.
Key Market Issues

  • Inflationary pressures on the Argentinean peso are no longer a novelty. These inflations have been present among the Argentinean community for the past eight years, and are not expected to contract anytime soon.
  • Deterioration of consumer savings could, very shortly, affect mass consumption, complicating growth in terms of beer consumption.
  • The premium and super premium segments have gained much momentum in past years, showing strong sophistication on behalf of local consumers.
  • Microbreweries have been flourishing all along Argentina and are present in specialty bars.
  • After years of research, Quilmes released its novel Quilmes Lieber, a non-alcoholic beer which uses a special type of sugar during its fermentation process.
Key Highlights

  • Prices have been growing at fast rates, causing imports to be more expensive and local products less competitive. Deterioration of consumer savings could, very shortly, affect mass consumption, complicating growth in terms of beer consumption.
  • While the premium and super-premium segments managed to grow in terms of percentage points, mainstream has such a large volume that variations in other segments are not sufficient to drive the category.
  • Quilmes has been an active promoter of the National Football Team in the Copa Amrica, as well as at many music festivals, among which the Quilmes Rock festival was the highest point.
  • Isenbeck was also active in the promotional activity, with a large presence in social media over the internet, trying to grasp young consumers into their brand.
  • The outlook for 2012 will be dominated by uncertainty. Inflation rates continue to grow, and the government has recently limited all imports in order to stabilize the demand for the dollar. It is expected that a reduced number of imported beers will enter the market and exported beers will drop in number as well.