Croatia Beer Market Insights 2012




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Product Synopsis

A detailed market research report on the Croatia 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 Croatia 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?
Key drivers lifted beer consumption most notably in on-premise, which had been the most exposed since the outbreak of the economic crisis.

What are the key drivers behind recent market changes?
Favourable spring weather and long warm autumn enabled early and prolonged sitting outside. The boom in radlers took consumers from soft drinks, especially carbonates.

What makes this report unique and essential to read?

The Croatia 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 Croatia 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 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
  • After a decline in the beginning of the year, the GDP showed signs of recovery and recorded growth in the next two quarters, but started to decline again in Q4-11.
  • The economic crisis, which started to affect Croatia at the end of 2008 and experienced its peak in 2009, does not seem that it will end soon.
  • Unemployment remained high in 2011 and it reached 18.7% in December 2011, which is slightly less than a year before.
  • 2012 is going to be another challenging year as the Croatian economy is expected to face recession again. The latest GDP forecasts for 2012 are negative.
  • The GDP is expected to contract due to anticipated further decline in investment, declining purchasing power as the unemployment rate is expected to increase, decline in industry production, and the poor economic situation in Europe.

Key Highlights

  • Despite market conditions, beer recorded a revival with the launch of radlers (beer mixes) by local brewers in spring 2011. Radlers gained instant popularity, with gains noted amongst female consumers and new consumers.
  • Lively growth in beer consumption was also assisted by a record tourist season, favourable spring weather, followed by a long and hot summer and intensive marketing activities of major breweries.
  • Key drivers lifted beer consumption most notably in on-premise, which had been the most exposed since the outbreak of the economic crisis.
  • Beer mixes were the most outstanding, starting in spring with launches by Karlovacka Pivovarna, immediately followed by Zagrebacka Pivovara.
  • New drinking occasions were created as they are perceived as a refreshing drink with low alcohol content, especially suitable during hot weather. Radler has developed as a threat to soft drinks consumption, especially carbonates in on-premise.