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.
Table of Content

Executive Summary
Market Context
Market Environment
The Consumer Palate
All Commercial Beverages
Legislation and Taxation
Market Parameter Tables
Population Size and Growth 1983-2014F
Economic Indicators 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, 2011
Market Background Briefing
Beer Definitions by Type - Local Segmentation
Beer Definitions by Type - Standard Price Segmentation
Beer Definitions by Type - Alcoholic Strength
Beer Definitions by Type - Beer Type
Beer Definitions by Type - Local, National and International
Market Update
Beer Key Facts
Market Size
Market Value
Segmentation 2011
Distribution 2011
Packaging 2011
Market Commentary
Current and Emerging Trends
Imports and Exports
Top 10 Beer Brands - Volume, 2009-2011
Top 10 International Premium and Super-premium Beer Brands - Volume, 2009-2011
Licensed Brand Owners and Licensees
Brand Analysis
Private Label/Private Label Producers
New Products Activity
Chart - Leading Brewers/Importers, 2011
Market Structure
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 3.6.1 Outlet Universe for Beer - Number / % Share, 2007-2011
Table 3.6.2 - Outlet Universe For Beer By Turnover - Value/% Share, 2007-2011
Table 3.7.1 - Leading Grocery Multiples, 2011
Table 3.8 - Leading Importers and Distributors, 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
Beer 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, 1999-2012F
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 Trademark Owners, 2007-2011
Beer Local Operators, 2007-2011
Beer Leading Brewers/Importers, 2007-2011
Beer Consumption by Pack Mix: Refillability/Type/Pack/Size, 2008-2012F
Beer Distribution: On vs Off Premise, 2008-2012F
Brewer Profiles

Cerveceria Argentina SA (CASA) Brand Volumes, 2007-2011

Ccu Argentina Brand Volumes, 2007-2011

Quilmes Brand Volumes, 2007-2011
Smaller Brewers
Cerveceria El Bolson
Barba Roja