Chile Beer Market Insights 2012




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Product Synopsis

A detailed market research report on the Chile 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 Chile 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?
Although strongly dependant on copper prices, Chile has managed to develop a strong financial and service sector, along with the strong government institutions that safeguard them. Imports continue to thrive after an important growth in 2010, due to the earthquake that shook Chile in February of that year, impacting local production capacity.

What are the key drivers behind recent market changes?
There is a growing tendency in Chile for the consumer to become more sophisticated, searching for a distinct flavour. Thanks to widespread commercial agreements that the country has signed, consumer goods find it easy to enter the Chilean market due to the 'light-touch' commercial regulations put in place by the Chilean government.

What makes this report unique and essential to read?

The Chile 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 Chile 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
  • The category experienced a very good year in 2011 and managed to grow by more than 4%, fuelled by positive economic development in Chile.
  • CCU continues to be the clear leader in the category, accounting for more than 80% of the total consumption with its core brands Cristal and Escudo.
  • The Chilean beer market is heavily focused on lager, a characteristic not expected to change any time soon. This can be partly attributed to the two main breweries, CCU and Cervecera Chile, flooding the market with lager due to their superiority in terms of distribution.
  • Specialty and low-alcohol beers have a niche status in Chile, representing negligible volume and fuelled principally by imported products.
  • Consumers have become more demanding in terms of quality, which influenced the positioning of international and local brands that possess a more complex taste; these products are now aimed at educated consumers.

Key Highlights
  • Imports continue to thrive after an important growth in 2010, due to the earthquake that shook Chile in February of that year, impacting local production capacity.
  • Beer imports continue to grow and are not expected to stop.
  • Premium and Superpremium brands continue to grow year after year, which can be explained by the continuous sophistication of local consumers.
  • For the upcoming year Canadean expects the category to grow by an estimated 5%.
  • Premium and superpremium beers such as Heineken and Corona will continue to outgrow the market, benefiting from the good economic performance that the country is currently seeing.