Austria Beer Market Insights 2012




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Product Synopsis

A detailed market research report on the Austria 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 Austrian 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?

A stable economy and low unemployment favoured the beer market but inflation is high, driven by transport, energy and the general increase in the cost of living.

What are the key drivers behind recent market changes?
Much of the gain in beer volume was from the radler segment. In Q2-2011 beer consumption rose by 4% compared to the same period in the previous year. It is no coincidence that March/April was also the active period for radler relaunches and new introductions.

What makes this report unique and essential to read?
The Austria 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 Austria 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 of 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
  • Production grew at a slightly higher rate to domestic production and was almost back to 2008 levels, indicating a strengthening export trade.
  • Brewers engaged in a series of pricing activities in 2011 both to maintain share and to encourage consumption. Mainstream retailers and discounters alike have encouraged such promotional activity causing something of a high street price battle with as much as 40% of all beer volumes sold through retail reported to be on promotion.
  • Despite employing price promotions several brewers also raised their list prices. One of the leading brewers argued that it is being challenged by rising production costs. Other breweries are expected to follow.
  • Austria has a rich beer tradition and supports around 170 breweries (including numerous beer restaurants producing their own beer and other micro businesses) providing around 1,000 different beers. There were four brewery closures last year (beer restaurants) and two (micro brewery) openings but no move towards consolidation in the form of mergers or takeovers.
  • Supported by generous price promotions off-premise sales grew ahead of the 2% overall market gain last year but the shift away from Horeca remains gradual.
Key Highlights
  • A lot of attention is currently being paid to the radler segment with a number of existing offerings being relaunched and new products being introduced, primarily with more natural ingredients (sugar as opposed to artificial sweeteners and natural flavors). The extra volume that was added to sales came from new consumers (young, female or drivers) rather than from existing consumers drinking more.
  • Imports rose by a staggering 10%. Germany remained the top source of supply but volumes contracted for a second year, which may have something to do with the rise in popularity of domestic radlers.
  • Lager/Marzen beer remained in pole position and was one of the segments to actually see volume growth, albeit on a minor scale. It will take a strong departure from current drinking practices to usurp the number one spot from maezen/lager.
  • Wheat beers are coming very much into vogue. Premiumisation is a key trend in the Austrian beer market and this supported wheat beers.
  • High industry concentration remains in place with three national brewers controlling the bulk of production and domestic sales.