Finland Beer Market Insights 2012




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Product Synopsis

A detailed market research report on the Finland 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 Finland 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?
2011 saw beer sales grow by around 2% to 4,664th hls. There were mixed performances from both the brewers and the distribution channels. The influence of the Pirkka discount brand on the market has led to a change in the market dynamics; mainstream beers have lost volume as consumers have been drawn to the cheaper discount brands.

What are the key drivers behind recent market changes?
Finnish consumers are quite loyal and when they realized that Pirkka was produced by local independent brewer Olvi they opted to support that brand rather than an imported German beer at Lidl.

What makes this report unique and essential to read?
The Finland 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 Finland 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
  • Beer consumption is expected to decline by around 1% in 2012 as the trade pass-on the increased duties raised in January.
  • Continued pressure in the media to limit advertising and politicians lobbying for stricter controls will dampen sales in 2012.
  • Over the last ten years imports have become an increasingly important factor in the Finnish beer market. In 2000, only 2% of consumption was imported, whereas this figure has since increased to 12%. 2011 saw a small decrease in imports led by a decline in Lidl volumes imported from Germany.
  • The recent tax increases have, according to the Federation of Brewing and Soft Drinks, already had an impact on domestic sales, and imports are on the rise again. 15% of all the alcohol consumed in Finland is already imported by travelers.
  • Finnish beer divides naturally into three segments based on taxation levels: class one, three and four. The largest proportion of volume falls into class three, which has a 2.8-4.7% abv band and attracts a tax level amongst the highest in Europe. Over 92% of all volume sold falls into this category.
Key Highlights
  • 2011 saw beer make a recovery and grow by almost 2%, helped by increased sales from the Pirkka brand, produced by Olvi.
  • Despite there being no tax rises in 2011, there was significant debate in the industry about the impact the new taxes (an increase of 15% in January 2012) would have on the local economy.
  • Towards the autumn of 2011 the leading brewers increased the variety of multipacks on offer, predominantly in cans. By introducing 6, 8, 12 and 18 multipacks, brewers hope not only to appear to be socially responsible but also shake up the average pricing.
  • The Pirkka brand is used across many food and drink types and is popular with Finnish consumers, known and trusted as a range of reliable good quality products. The combination of these factors led to quick volume growth in 2010, which has continued into 2011.
  • The retail channel continues to be the market driver, growing by 2% in 2011. This has been driven in part by the change in legislation that came into effect on 1 December 2009, which allowed supermarkets to be open from noon to 6pm on Sundays and for stores under 400 square metres to be open 24 hours a day.