Portugal Beer Market Insights 2013




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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?

PL and discount brands are generally unable to offset the declining volumes due to the limited spending power of consumers. Brewers mainly supported consumption in the off-premise market by updating packaging with eye-catching designs, and the presence of secondary packs such as carton box or carton cluster multipacks.

What are the key drivers behind recent market changes?

These packaging activities have gained enormous importance owing to at home consumption peaking due to parties, the TV follow-up of the 2012 EURO football event and the 2012 London Olympics and other celebrations during the year.

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 2008 to 2012 plus forecasts for 2013, 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 2012.
  • This report provides an analysis of industry structure, reports on company volumes and contains brewer profiles for 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

  • The trend towards at home consumption for economic reasons once again benefitted the off-premise market.
  • The on-premise average retail price increased well below the consumer price index as retailers saw beer as a strategic traffic builder product. By doing this, retailers decided to soak up part of producers' cost increases in the final retail price to avoid further declines in the number of visits.
  • Temperatures were not very favorable in 2012. They were warmer for some of the year, but colder in the peak consumption summer months.
  • In 2012 beer volumes fell again as a result of low purchasing power and reduced on-premise sales, although beer did not suffer any rise in VAT in either distribution channels.
  • Design is viewed as a key characteristic and now helps consumers better associate the brand with the desired positioning in terms of price, differential attributes or target audience. Increasingly, pack design is perceived by consumers as an added value factor

Key Highlights

  • To capitalize on the social economic troubles a Portuguese on pack product seal has now been added on some brand designs to target consumers who want to buy domestic products, a sentiment driven by the economic crisis.
  • Portuguese consumers like lager beer in an overwhelming proportion, although they are also secondarily sensitive to beer color, with black beer achieving a noticeable share.
  • PET packaging had a insignificant presence in the mainland and it was only available on Madeira Island. It is forecast to be phased out in the coming years.
  • The strategic decisions made some time ago by leading producers to not make PL beer, but instead offer other economically priced options, such as those of traditional allied brands, have paid results to the leading producers.
  • Looking forward, the category will not suffer from trans-border trade with neighboring Spain anymore once former 5% difference in VAT between the two countries has been reduced to a 2% gap, following the Spanish VAT increase in September 2012.