France Beer Market Insights 2012




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Product Synopsis

A detailed market research report on the France 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 France 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 was a very positive year for most brewers. After a recession in 2010 for some brewers, volumes drove upwards in 2011 for the two market leaders. Despite this positive development, no major corporate activity occurred in 2011 for the three champions on French territory.

What are the key drivers behind recent market changes?
With virtually no marketing expenses and in a market where brand image is key, premium PL beers managed very good results, especially for tequila-flavored and Abbaye style beers. Despite being way behind branded products in terms of market shares, these copy-cat products could soon represent serious competition for unchallenged segment leaders such as Leffe (A-BInBev) and Desperados (Heineken).

What makes this report unique and essential to read?
The France 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 France 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
  • Exceptional weather in the spring helped drive the beer market.
  • While most brewers have put emphasis on fast-growing segments such as super premium and specialty beers, Kronenbourg (Carlsberg) remains the last Luxe brand to be supported by important marketing budgets.
  • Draught beer declined again this year as mainstream and discount beer brought down this format, which nevertheless performed well when looking at premium and super premium beers.
  • Despite rising production costs for brewers, retailers were reluctant to increase their final retail prices to consumers.
  • The on-premise sector recorded mixed results, with super premium beer standing out with a 6% growth between 2010 and 2011 but with Luxe beer failing to contain falling volumes.
Key Highlights
  • Unusually high temperatures in spring and autumn were particularly helpful in driving the beer market, despite a mediocre summer season when sales plummeted. 
  • A-BInBev once again ranked first in terms of growth among France's top three brewers, thanks to its flagship brands Hoegaarden and Leffe.
  • Meteor, one of the biggest independent brewers with a production capacity 500,000 hl, did not suffer from the crisis affecting Luxe brands, thanks to important trade marketing actions to promote its seasonal beers. With the support of limited edition Christmas and Spring beers, the brewer managed a 5% growth this year.
  • PET bottles rose slightly this year but their usage remains very limited, showing the conservative aspect of the French market, which shows a clear preference to traditional material such as metal or glass. Martens NV from Netherlands is a large contributor to this small niche.
  • While 2011 can be considered a good year in the on-premise sector despite a negative evolution in volume, in retail outlets beer has done very well in both volume and value. In terms of segmentation off-premise dynamics are very similar to the ones present in the on-premise sector, with an increasing importance of premium and super premium brands over mainstream and discounts beer.