Estonia Beer Market Insights 2012




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Product Synopsis

A detailed market research report on the Estonia 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 Estonia 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?
Beer consumption had another good year of growth (5%) during 2011. A stronger economy, hot summer, active new product introduction (both locally developed and imported) and increased tourism have all helped to grow beer sales volumes.

What are the key drivers behind recent market changes?
The government's attempts to reduce strong alcohol consumption through taxation have helped the growth of light beer sales. Strong beer has also benefitted from trading down from other alcoholic drinks with high alcohol content (due to their higher taxation and subsequent higher pricing).

What makes this report unique and essential to read?

The Estonia 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 Estonia 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
  • Inflationary pressure is ensuring that consumers are very aware of price promotions and will mostly purchase through off-premise outlets, which account for 94% of distribution (mostly through discount and large modern outlets).
  • Whilst Viru lu launched Puls Classic, a light beer to cater for the growing consumption of lighter beers, these products did not have a chance to establish themselves in 2011and volumes were therefore negligible.
  • Beer exports decreased 6% in 2011, following two years of strong growth. The decline in export volumes is due to a decline in regional trade.
  • Imported beer volumes dropped by 49% in 2011 due to consumer's preference for more affordable local discount and mainstream beer.
  • Trade with the other Baltic countries, Latvia and Lithuania. Export volumes to Latvia dropped 58% (falling from 16% of exports in 2010, to 7% in 2011), whilst Lithuania volumes fell nearly25% (falling from 24% of exports in 2010, to 19% in 2011).

Key Highlights
  • In 2011, beer consumption continued its growing trend (up by 5%) as sales volumes recovered to the pre-economic crisis levels.
  • Beer sales were helped by the recovering economy, another hot summer and increased tourism.
  • An increase in off-premise sales volumes has led to a near 5% increase in off-premise market value in 2011.
  • The good performance of Private Label beer is attributed to its favourable price per liter, which is in general below the average beer prices in the market.
  • Discount and mainstream beer has shown the greatest growth as consumers seek more affordable beer in a price-sensitive market.