Sweden Beer Market Insights 2012




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Product Synopsis

A detailed market research report on the Sweden beer industry. Researched and published by Canadean.

Introduction and Landscape

Why was the report written?

This report comprises of high level market research data on the Sweden 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?

Brutal Brewing, a slightly risqu and edgy concept from Spendrups, was introduced in 2011. Inspired by the success of Pistonhead in 2010, employees develop various beer products destined for the Swedish market and aimed at the 'beer nerd' audience.

What are the key drivers behind recent market changes?
The thriving economy has played an important role in increasing the footfall in Swedish bars and restaurants. Beer sales in on-premise outlets increased for the first time in recent years. The momentum is expected to carry on into 2012 given that the VAT has been slashed in Horeca outlets from 25% to 12%.

What makes this report unique and essential to read?
The Sweden 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 Sweden 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
  • Poor weather conditions in many tourist hot spots had significant implications for demand for beer and softdrinks in July where this performance tipped the overall commercial beverage market into the red in 2011.
  • The impact of the Eurozone crisis was very much evident from the 2011 quarter 4 year on year GDP performance of 1.1%, which has slowed down considerably.
  • Low confidence of the consumers this year and Canadean expect the market to see a slight increase in the rate of decline in 2012.
  • It should be noted that a slowdown in border trade shipments will also have helped beer in 2011.
  • The Swedish Statistics office point to a 5% increase in volume sales in restaurants in February and a 5.9% rise in March, suggesting that the cut is stimulating demand.

Key Highlights
  • Beer sales in on-premise outlets increased for the first time in recent years. The momentum is expected to carry on into 2012 given that VAT has been slashed in Horeca outlets from 25% to 12%.
  • This move is designed to lift youth unemployment and should dilute the impact of deteriorating economic growth.
  • August 2011 did see sales recover, but it was not sufficient to compensate for the losses sustained in the important month for refreshment beverages.
  • July 2011 would have contributed to the overall rise in Horeca sales - Swedes eat and drink out more in damp weather conditions.
  • With the success of the Matkassar concept and the expansion of online grocery shopping, Systembolagethave proposed to begin a trial of home delivery in Gothenbourg.