Belgium Beer Market Insights 2012




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Product Synopsis
A detailed market research report on the Belgium 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 Belgium 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 Belgium government looks into price increases of beer amidst workforce strikes and pub closures attributable to the extension of the smoking ban across all Horeca.

What are the key drivers behind recent market changes?
The extended smoking ban in Horeca combined with a declining number of on-premise establishments and the enduring trend of falling beer consumption has led one of Belgium's oldest industries relying ever more heavily on exporting.

What makes this report unique and essential to read?
The Belgium 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 Belgium 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
  • At the end of 2011 Belgium's economic minister has requested an investigation into announced price rises by A-BInBev and Alken Maes amongst work force strikes over labor agreements.
  • Pubs are still seeing closures, but at a lower rate than the previous years.
  • The smoking ban was extended to all cafs, sports canteens and bars in July 2011, placing more pressure on the Horeca sector.
  • SABMiller enters into a distribution agreement with the independent Van Steenberge brewery to export their produce outside of Belgium.
  • Although 2011 bucked the trend and saw a minor consumption increase, Belgium brewers are relying heavily on exports to the EU.
Key Highlights
  • The market volume increase in 2011 was atypical of recent trends and, on the face of it, there is no reason to expect this uplift to continue
  • Exports first exceeded domestic consumption in 2006. Today more than 80% of Belgian beers are exported and Belgium is Europe's largest beer exporting country
  • Exports rose almost 5% last year. Around 80% go to other EU countries, especially close neighbors of Belgium but shipments outside this grouping rose 17% last year
  • Many beers in Belgium are generally stronger than the international norm. The weaker beers tend to be at least 5% abv, with stronger beers around 8% abv
  • Just five umbrella brands absorb almost two thirds of total Belgian beer consumption and their combined contribution is tending to increase over time. The brand leader is responsible for a 40% share whilst the number five brand achieves just 3%.