Lithuania Beer Market Insights 2012




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Product Synopsis

A detailed market research report on the Lithuania 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 Lithuania 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 economy in Lithuania is stabilizing with continuously growing GDP, decreasing unemployment and rising wages, thus consumers' purchasing power increasing as well. However, consumption is still slowed by the increasing inflation rate.

What are the key drivers behind recent market changes?
Price is the key driver. Consumers are clearly divided into two groups: low-income consumers are exhibiting a tendency to purchase beers with high alcoholic content and in large packaging, while consumers on higher incomes are being seen to strive for something new and unique.

What makes this report unique and essential to read?
The Lithuania 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 Lithuania 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
  • Private Label beer witnessed a massive growth in 2011. The increase was impacted by consumers' willingness to purchase high alcohol content beer at the lowest price possible. The trend implies that consumers continued trading down from expensive spirits to beer.
  • As a large section of consumers has become highly price-sensitive and 200cl PET bottles are able to offer the lowest price per litre, this pack type witnessed almost double digit growth. All major market players have 200cl PET bottles in their product ranges.
  • Just as a major portion of consumers were choosing beer by price, a group of consumers with higher incomes were searching for something new, thus increased sales of super premium segment. Consumers were attracted by unique packaging designs, new imported brands from Western Europe and various contests and marketing campaigns run by brewers.
  • Even though volume wise the Lithuanian beer market grew, the opposite trend was seen in terms of value. Producers were forced to use many price discounts in order to get consumer attention, and companies were forced to reduce the prices of their products, mainly within the discounted segment due to increasing cheap imports.
Key Highlights
  • The major portion of consumers tend to choose beer by price rather than brand or taste
  • Low-income consumers are exhibiting a tendency to purchase beers with high alcoholic content and in large packaging
  • Consumers on higher incomes are being seen to strive for something new and unique. Thus, producers following these trends have introduced unique packaging and imported beer from Western countries
  • The increase of Private Label products was only reported in 200cl PET bottles. Private Label beer in 50cl glass contracted dramatically, implying consumers were seeking out beer with cheaper price per litre.
  • A new type of multilayer PET bottle was launched on the market for the first time, claiming to keep the quality and taste of a beer much longer than usual PET bottles. At the same time, a new design of can packaging with a rough surface intended to resemble the texture of a basketball was launched.