Denmark Beer Market Insights 2012


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Denmark Beer Market Insights 2012

  1. 1. Denmark Beer Market Insights 2012Report Details:Published:September 2012No. of Pages: 98Price: Single User License – US$6672Product SynopsisA detailed market research report on the Denmark beer industry. Researched and published byCanadean.Introduction and LandscapeWhy was the report written?This report comprises of high level market research data on the Denmark beer industry, publishedby Canadean. The report covers total market (on- and off-premise) and includes valuable insightand analysis on beer market trends, brands, brewers, packaging, distribution channels, marketvaluation and pricing.What is the current market landscape and what is changing?The tax increase on cider in August 2010 continues to depress the category and sales in 2011have fallen steeply once again in both the on and the off-premise markets. This will have promptedsome drinkers to return to the beer category but many cider drinkers seem to have migrated to thepremium packaged spirit or FAB market which has returned to growth. The cider boom inDenmark has proven to be short lived.What are the key drivers behind recent market changes?Since the can ban was lifted in September 2002, the Danish beer market has seen a surge in thepenetration of cans. Helped by a combination of novelty and convenience, cans have proved verypopular with Danish consumers. 2011 has however seen the rise of cans in the beer market slowto a trickle - production figures have even recorded a small loss. There were three main factorsbehind this, a price rise on cans in, intense price promotional activity on 33cl returnable bottlesand the continued decline of the convenience channel where cans dominate.What makes this report unique and essential to read?The Denmark Beer Market Insight report is designed for clients needing a quality in-depthunderstanding of the dynamics and structure of the Beer market. The report provides a much moregranular and detailed data set than our competitors. All data has been researched, brandupwards, by an experienced on-the-ground industry analyst who conducts face-to-face
  2. 2. interviews with key producers, leading companies in allied industries, distributors and retailers.Key Features and BenefitsThis report provides readers with an excellent way of gaining a thorough understanding of thedynamics and structure of the Denmark Beer industry. Data includes volumes from 2007 to 2011plus forecasts for 2012, enabling historical and current trend analysis.This report provides readers with in-depth market segmentation: mainstream, premium, superpremium, discount, alcoholic strength, local segmentation, beer type.This report provides data and analysis of the performance of both domestic and imported brandsand reports on new product activity in 2011.This report provides an analysis of industry structure, reports on company volumes and containsbrewer profiles of major brewersThis report provides distribution channel data (on- vs. off-premise) and discusses the latest trendsin 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 pricingdata, including beer consumption by price segment/distribution channel and selected consumerbeer prices are also included.Key Market IssuesA brewer began price pointing their cans last year. The company began selling in packs of 12, 15and 18 units opposed to the traditional 24 unit case. This will have helped average prices.The price competition in 2011 came against a backdrop of high oil and raw material prices whichwill have squeezed margins very tightly. 2012 will see beer duty jump by 25% with inevitablerepercussions for prices.A key feature of the market in recent years has been the drop in convenience outlet sales. Thischannel is simply too expensive in todays economic climate. This has helped the supermarketswhich have seen sales flatten last year.The tax increase on cider in August 2010 continues to depress the category and sales in 2011have fallen steeply once again in both the on and the off-premise markets.Although the mood among Danish consumers continues to show limited confidence, the on-premise volumes for beer only had a small decline last year; a considerable improvement. Softdrinks sales in on-premise actually increased.Key Highlights2011 is reported to have seen extraordinary levels of price competition last year. This had a
  3. 3. positive effect on sales but impacted on the B-brand producers who saw sales drop back last yearahead of the market.Brewers have announced a new product to appeal to female beer drinkers, widening the audiencefor the sector. The new beer is packed in an elegant glass bottle and support will be tied in withvarious fashion events to get noticed among women drinkers. The concept will be rolled outInternationally.Imported beers had increased their presence in the last decade as Danes were keen toexperiment with glamorous super-premium products from around the world. The deterioration inthe economy coupled with the interest in smaller local microbrewer beers has squeezed demandin recent times.The larger brewers are seeing a drop in the market. The shift reflects a widening of choice in themarketplace.The demand for beer was only marginally down. If however the weather had been better in Julythe market may even have ended up flat.Get your copy of this report @ points covered in Table of Contents of this report includeCanadean Denmark Beer Market Insights Report 2012Executive SummarySection 1 Market ContextMARKET CONTEXTMarket EnvironmentThe Consumer PalateAll Commercial BeveragesLegislation and TaxationMARKET PARAMETER TABLESTable - Population Size and Growth, 1983-2014FTable - West Europe Population Size and Growth, 2001-2012FTable - Economic Indicators, 2003-2013FTable - West Europe Commercial Beverage Consumption - Per Capita, 2001-2012FTable - West Europe Commercial Beverage Consumption - Per Capita, % Share, 2001-2012FTable - West Europe Beverage Consumption Per Capita, Growth, 2002-2012FLEGISLATION AND TAXATION TABLESTable 1.5.1 - Taxation BaseMandatory deposit systemTable 1.5.4 - Tax Burden on Beer @ 5% Abv, 2011Section 2 Market Background BriefingMARKET BACKGROUND BRIEFING
  4. 4. Table - Beer Definitions by Type - Local SegmentationTable - Beer Definitions by Type - Standard Price SegmentationTable - Beer Definitions by Type - Alcoholic StrengthTable - Beer Definitions by Type - Beer TypeTable - Beer Definitions by Type - Local, National and InternationalSection 3 Market UpdateMARKET UPDATEBeer Key FactsMarket SizeGrowthMarket ValueSegmentation 2011Distribution 2011Packaging 2011MARKET COMMENTARYCurrent and Emerging TrendsOutlookImports and ExportsSegmentationTop 10 Beer Brands - Volume, 2009-2011Top 10 International Premium and Superpremium Beer Brands - Volume, 2009-2011Licensed Brand Owners and LicenseesBrand AnalysisPrivate Label/Private Label ProducersNew Products ActivityChart - Leading Brewers/Importer, 2011Market StructureBrewersChart - Consumption by Pack Material/Type, 2011Packaging TrendsChart - Distribution by Channel, 2011Chart - Consumption by Price Segment, 2011Market Valuation and PricingBeer Market Valuation (Local Currency), 2010-2012FDistribution TrendsDISTRIBUTION AND PRICING TABLESTable 2.1.1 - Outlet Universe for Drinks, Number/% Share, 2007-2011Table 3.8 - Leading Beer Importers, 2011Table 3.9A - Typical Price Structure for Beer (1) 2011Table 3.9 - Trade Margin Build-Up ModelTable 3.10.1 - Selected Consumer Beer Prices - Off-Premise, 2010-2012Table 3.10.2 - Selected Consumer Beer Prices - On-Premise, 2010-2012
  5. 5. DATA TABLESCommercial Beverage Consumption Per Capita, Litres, 2001-2012FCommercial Beverage Consumption Per Capita, % Share, 2001-2012FCommercial Beverage Consumption Per Capita, Growth, 2001-2011Commercial Beverage Consumption, Million Litres, 2001-2012FAlcoholic Beverage Consumption - Litres of Pure Alcohol (LPA) Per Capita, 2001-2012FBeer Production/Trade/Consumption, 2001-2012FBeer Production/Trade/Consumption, Growth, 2001-2012FConsumption of FABs and Cider, 1999-2012FBeer Foreign Trade by Country (Imports), 2008-2012FBeer Foreign Trade by Country (Exports), 2008-2012FBeer Market Valuation (Local Currency), 2010-2012FBeer Consumption by Local Definition, 2008-2012FBeer Consumption by Standard Price Segmentation, 2008-2012FBeer Consumption by Alcoholic Strength, 2008-2012FBeer Consumption by Type, 2008-2012FBeer Consumption by Geographic Scope, 2008-2012FBeer All Trademarks, 2007-2011Beer Brands by Local Definition, 2007-2011Beer Brands by Standard Price Segment, 2007-2011Beer Brands by Alcoholic Strength, 2007-2011Beer Brands by Type, 2007-2011Beer Imported Brands by Origin, 2007-2011Beer Licensed Brands, 2007-2011Beer Private Label Brands, 2007-2011Beer Trademark Owners, 2007-2011Beer Local Operators, 2007-2011Beer Leading Brewers/Importers, 2007-2011Beer Consumption by Pack Mix: Refillability/Type/Material/Size, 2008-2012FBeer Distribution: On-Premise v Off-Premise, 2008-2012FSection 4 Brewer ProfilesBREWER PROFILESCARLSBERG BREWERIES A/SOwnership/ShareholdersCompany HistoryStrategic InformationCompany DataTable - Breweries, Capacity, 000s HLTable - Carlsberg Full Brand List, ABV%, Pack TypeTable - Carlsberg Denmark Brand Volumes, 2007-2011HARBOE BRYGGERI A/SOwnership/Shareholders
  6. 6. Company HistoryStrategic InformationOther Beverage InterestsCompany DataTable - Breweries, Capacity, 000s HLTable - Harboe Bryggeri Full Brand List, ABV%, Pack TypeTable - Harboes Brand Volumes, 2007-2011ROYAL UNIBREW (BRYGGERIGRUPPEN/DANISH BREWERY GROUP)Ownership/ShareholdersCompany HistoryStrategic InformationOther Beverage InterestsCompany DataTable - Breweries, Capacity, 000s HLTable - Royal Unibrew Full Brand List, ABV%, Pack TypeTable - Royal Unibrew Brand Volumes, 2007-2011VESTFYENOwnership/ShareholdersCompany HistoryStrategic InformationOther Beverage InterestsCompany DataTable - Breweries, Capacity, 000s HLTable - Vestfyen Full Brand List, ABV%, Pack TypeTable - Vestfyen Brand Volumes, 2007-2011SMALLER BREWERSThistedSaltum and NeptunMethodologyBeer Attributes DefinitionsProduct DefinitionsPackaging DefinitionsGlossaryMapContact: for more information.