Serbia Beer Market Insights Report 2015




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The beer market contracted by 3% due to lower Horeca sales unfavorable weather and delayed ATL activities. This delay of ATL activity not only affected just the summer consumption but also the category awareness. Austerity measures at the end of 2014 additionally affected consumer spending however Zajecarsko was able to see significant growth and take over second position from Lav. Beer mixes experienced a particularly large drop restricted by low marketing activities and poor weather which the segment is particularly reliant on. Despite reduced beer consumption overall there was increased demand for high priced brands as consumers wanted to experience the premium taste on very rare occasions.

Key Findings
Beer market saw a 3% contraction with delayed ATL activities a poor summer and limited consumer spending

United Serbian managed to advance in the beer market with its brand Zajecarsko through a low pricing strategy allowing them to widen their consumer base

Market leaders Jelen and Lav lost volumes amidst the low pricing strategy of Zajecarko although the two players tried to match the price difference in order to prevent further losses of volume in the arena

Heineken and Budvar moved from superpremium to premium triggering a volume transfer between the two segments

Canadeans Serbia Beer Market Insights 2015 Report provides a complete overview of the Serbia beer industry structure offering a comprehensive insight into historical background trends 2014 performance and 2015 outlook. Covering total market (on and off-premise) the report details:

2010-2014 actual detailed beer consumption volume data by segment brand brewer packaging and distribution (on-off-premise) with 2015 forecasts

Top line production import export and consumption volume from 2004-2014 with forecasts for 2015

Value by distribution channel 2010-2014 with 2015 forecasts

2013-2015 selected on- off-premise retail prices

Details of key beer new product launches in 2014 by company

Overview of the competitive landscape in the beer market with analysis of key company performance

Insightful and valuable analysis of the drivers behind both current and emerging trends in the beer market

Data is also available in excel format

Gain an in-depth understanding of the dynamics and structure of the Serbia beer industry from the latest competitive intelligence of both historical and forecast trends to enhance your corporate strategic planning

Evaluate the current emerging trends and future growth opportunities in the Serbia beer market to support your brand development and marketing initiatives

Understand volume vs value trends and identify the key growth opportunities across the super-premium premium mainstream and discount segments to best target profitability

Analyse domestic and imported beer brand performance and determine the key trends driving consumption preference to develop a competitive advantage

Interrogate the unique granularity of our data to analyse the market on a variety of levels to make well-informed decisions on future threats and growth prospects in the marketplace for your company

Use our new powerpoint add-on to quickly absorb a succinct summary of the key trends in the Serbia beer market

View a selection of the key 2014 product launches and identify competitor activity and product innovation and differentiation prospects