Portugal Beer Market Insights 2012




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Product Synopsis

A detailed market research report on the Portugal 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 Portugal 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?
With VAT increased by three percentage points to 23% and further austerity measures implemented by the government, both brewers and consumers were challenged by a harder environment in 2011. Although the warmer average temperature benefitted the industry, even this could not make much of an impact on beer consumption levels, which declined by almost 8%.

What are the key drivers behind recent market changes?
It is thought that heavy consumers are the main segment of consumers to be cutting their beer consumption rather than those who only drink occasionally. On-premise channels were hurt the most by the consumption contraction despite the almost static retail price policy applied by Horeca retailers. This behavior has been driving the marketing activity of brewing companies in the last couple of years of economic downturn.

What makes this report unique and essential to read?
The Portugal 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 Portugal 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 was not considered an essential spend for most consumers as they had to face the combined effect of increased beer VAT, lower spending power and more austerity measures. Beer consumption fell as a result, with consumers adjusting their habits to match their spending power.
  • Brewing companies counteracted the hard environment by proposing a successful win-win trade to consumers; the new 20/25cl nr glass bottles (now named 'minis'). 'Minis' have become the trendy option, able to satisfy a more moderated intake for consumers who cannot pay the price of bigger 33cl bottles and are willing to accept enlarged per buy amounts through a broad range of multi-packs.
  • Temporary variants of megabrands designed as seasonal options proved to be successful at better satisfying the light and occasional consumers who were very dependent on warm temperatures, holiday time and appreciate a lighter refreshing beer taste that is more easy to drink, affordable and funny or festively named but ideally belonging to a leading parent brand.
  • The economically troubled consumer continued shifting to home consumption where spend is lower and there is no concern about limiting consumption to be able to drive.
Key Highlights
  • Cuts in public employees' salaries, freezing of pensions in both the private and public sector and VAT increases all contributed to weakened consumer spending power
  • Private Label and discount brands will not be able to offset the declining beer volumes due to the strong brand-oriented behavior of consumers
  • Brewers introduced a new 20/25cl pack size, enabling higher value sales per litre than traditional 33cl pack size
  • On-premise channels were hurt the most by the consumption contraction, despite the almost static retail price policy applied by Horeca retailers.
  • Temporary variants of megabrands designed as seasonal options proved to be successful with the light and occasional consumer