Finland Beer Market Insights 2012


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Finland Beer Market Insights 2012

  1. 1. Finland Beer Market Insights 2012Report Details:Published:September 2012No. of Pages: 78Price: Single User License – US$6672Product SynopsisA detailed market research report on the Finland beer industry. Researched and published byCanadean.Introduction and LandscapeWhy was the report written?This report comprises of high level market research data on the Finland 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?2011 saw beer sales grow by around 2% to 4,664th hls. There were mixed performances fromboth the brewers and the distribution channels. The influence of the Pirkka discount brand on themarket has led to a change in the market dynamics; mainstream beers have lost volume asconsumers have been drawn to the cheaper discount brands.What are the key drivers behind recent market changes?Finnish consumers are quite loyal and when they realized that Pirkka was produced by localindependent brewer Olvi they opted to support that brand rather than an imported German beer atLidl.What makes this report unique and essential to read?The Finland 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-faceinterviews 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 the
  2. 2. dynamics and structure of the Finland 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 IssuesBeer consumption is expected to decline by around 1% in 2012 as the trade pass-on theincreased duties raised in January.Continued pressure in the media to limit advertising and politicians lobbying for stricter controls willdampen sales in 2012.Over the last ten years imports have become an increasingly important factor in the Finnish beermarket. In 2000, only 2% of consumption was imported, whereas this figure has since increased to12%. 2011 saw a small decrease in imports led by a decline in Lidl volumes imported fromGermany.The recent tax increases have, according to the Federation of Brewing and Soft Drinks, alreadyhad an impact on domestic sales, and imports are on the rise again. 15% of all the alcoholconsumed in Finland is already imported by travelers.Finnish beer divides naturally into three segments based on taxation levels: class one, three andfour. The largest proportion of volume falls into class three, which has a 2.8-4.7% abv band andattracts a tax level amongst the highest in Europe. Over 92% of all volume sold falls into thiscategory.Key Highlights2011 saw beer make a recovery and grow by almost 2%, helped by increased sales from thePirkka brand, produced by Olvi.
  3. 3. Despite there being no tax rises in 2011, there was significant debate in the industry about theimpact the new taxes (an increase of 15% in January 2012) would have on the local economy.Towards the autumn of 2011 the leading brewers increased the variety of multipacks on offer,predominantly in cans. By introducing 6, 8, 12 and 18 multipacks, brewers hope not only to appearto be socially responsible but also shake up the average pricing.The Pirkka brand is used across many food and drink types and is popular with Finnishconsumers, known and trusted as a range of reliable good quality products. The combination ofthese factors led to quick volume growth in 2010, which has continued into 2011.The retail channel continues to be the market driver, growing by 2% in 2011. This has been drivenin part by the change in legislation that came into effect on 1 December 2009, which allowedsupermarkets to be open from noon to 6pm on Sundays and for stores under 400 square metresto be open 24 hours a day.Get your copy of this report @ points covered in Table of Contents of this report includeCanadean Finland 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 BaseTable 1.5.2 - Historical Excise Rates of BeerTable 1.5.3 - Legal Controls on BeerTable 1.5.4 - Tax Burden on Beer @ 5% Abv, 2011Section 2 Market Background BriefingMARKET BACKGROUND BRIEFINGTable - Beer Definitions by Type - Local Segmentation
  4. 4. Table - 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, 2010-2011Top 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 3.4.1 - Outlet Universe for Beer, Number/% Share, 2007-2011Table 3.5.1 - Leading Food Retail Stores - Number/% Share, 2007-2011Table 3.5.2 - Leading Food Retail Stores -Sales, 2007-2011Table 3.8 - Leading Importers and Distributors, 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 PROFILESOY HARTWALL ABOwnership/ShareholdersCompany HistoryStrategic InformationCompany DataTable - Breweries, Capacity, 000s HLTable - Oy Hartwall Full Brand List, ABV%, Pack TypeTable - Hartwall Brand Volumes, 2007-2011OLVI OYJOwnership/Shareholders
  6. 6. Company HistoryStrategic InformationOther Beverage InterestsCompany DataTable - Breweries, Capacity, 000s HLTable - Olvi Full Brand List, ABV%, Pack TypeTable - Olvi Brand Volumes, 2007-2011OY SINEBRYCHOFF ABOwnership/ShareholdersCompany HistoryStrategic InformationOther Beverage InterestsCompany DataTable - Breweries, Capacity, 000s HLTable - Oy Sinebrychoff Full Brand List, ABV%, Pack TypeTable - Sinebrychoff Brand Volumes, 2007-2011SMALLER BREWERSALKO OYLAITILAN WIRVOITUSJUOMATEHDAS OYNOKIAN PANIMO OY (PUP)SERVAALI OYMethodologyBeer Attributes DefinitionsProduct DefinitionsPackaging DefinitionsGlossaryMapContact: for more information.