Spain Beer Market Insights 2012




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Product Synopsis

A detailed market research report on the Spain 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 Spain 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?
The reduced spending power of stretched consumers has seen a rise of smarter shopping attitudes in the off-premise market, with Private Labels and leading brands implementing price-oriented promotions. Manufacturers updated packaging, and utilised heavy advertising and sponsoring to increase visibility at point of sale. 

What are the key drivers behind recent market changes?
Increased competition and higher stakes between breweries to entice consumers due to reluctance to spend on consumables such as beer, which has led to product development and the targeting of new consumer groups.

What makes this report unique and essential to read?
The Spain 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 Spain 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 reduced spending power of stretched consumers has seen a rise of smarter shopping attitudes in the off-premise market
  • The consumption of beer with tapas has remained important in terms of on-premise consumption in 2011. This trend has been supported by the marketing activities of brewers and bar proprietors.
  • Leading brands have continued to add to their product value through innovative packaging
  • New consumer groups, such as young women, seniors and even teens under 18 (for soft drinks vending), were targeted through non-alcoholic beer and shandy lines.
  • The off-premise channels are increasingly important for beer producers since consumers shift from on-premise to at home or on-the-go beer consumption.

Key Highlights

  • The beer category remained stable seeing 0.3% growth from 2010 to 2011 due to leading brands implementing an active upsizing strategy.
  • Alcoholic beverages are forecast to decline by 1% in 2012 due to the difficulties beer producers will face if they continue to use upsizing strategies, which will erode their margins.
  • Flavour is more important than alcohol content; Spain has one of the highest consumption levels of non-alcoholic beers in Europe.
  • In both on/off-premise channels 25cl-33cl is the most popular size. In Horeca draught servings are usually 25cl while refillable/non-refillable glass bottles and cans are generally 33cl.
  • The trend to partly replace on-premise consumption with at home consumption for reduced spending has become more prominent throughout 2011, benefitting the super-premium brands.