Columbia Beer Market Insights 2012




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Product Synopsis

A detailed market research report on the Columbia 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 Columbia beer industry, published by Canadean. The report covers 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?

2011 was one of the best years for the Colombian economy with remarkable growth and higher levels of foreign investments, making Colombia one of the most attractive countries in the region. The increase in consumer confidence and the higher levels of purchasing power resulted in a higher expenditure overall.

What are the key drivers behind recent market changes?
A key and somewhat surprising factor that favoured the consumption of beer was the FIFA Under-20 Football World Cup, which took place in Colombia in mid-2011. This event generated a significant peak in sales, indeed the volumes were similar to the peak sales of beer usually observed in December.

What makes this report unique and essential to read?

The Columbia 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 Columbia 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, 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 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, 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 leading brewer did not increase the prices for most of its products in order to encourage demand by attracting consumers via affordable prices.
  • Colombia hosted the FIFA Under-20 Football World Cup in mid-2011. This event generated a significant volume of beer sales, similar to the peak seen in December.
  • The good state of the economy resulted in higher levels of expenditure and consumer confidence.
  • Artisanal beer showed a higher growth than expected as beer consumers are becoming more demanding and opting for new experiences and flavours. New brands are consolidating in the market. The artisanal brewers have developed quickly and have not only succeeded in reaching the supermarket and hypermarket shelves, but they have also expanded rapidly by reaching new points of sale and distributing into new geographical areas.
  • The largest brewer introduced new brands in late 2010 and 2011. A special edition was so well received that it became part of the brewer's regular portfolio. These brands have been introduced in order to generate a 'beer culture' in the country, and also to offer new products and varieties.

Key Highlights
  • The premium and superpremium segments achieved the highest growth rates. One of the main drivers behind the growth was the higher consumption of imported beers. Also the artisanal beer segment is generating significant incremental volume sales for the superpremium segment.
  • 2012 is expected to be very positive for the beer industry, not only are the macroeconomics of the country favouring the demand for beer, but also the leading companies are expected to encourage consumption by offering new products.
  • During 2011, the sales of imported beer grew significantly. This segment has been favoured by the increasing number of bars and pubs which offer a wide range of imported brands. Also the wider and improved availability of imported beer not only in off-premise but also in on-premise channels has favoured its consumption.
  • During 2011, mid-alcohol content beers, mainly 4.5% Abv, continued to absorb most of the sales. Strong beers had a negligible presence, only some imported brands and some artisanal brewers offer stronger beers, but sales are slowly growing. Light beers showed a good performance.
  • During 2011, SABMiller was the undisputed market leader with over 99% of the market. This means that the beer industry in Colombia is a monopoly. This situation is not expected to change in the short term, however, small brewers are gaining ground, particularly in the superpremium segment.