Netherlands Cider Market Insights 2012


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Netherlands Cider Market Insights 2012

  1. 1. Netherlands Cider Market Insights 2012Report Details:Published:September 2012No. of Pages: 25Price: Single User License – US$1650Product SynopsisComprising of textual analysis and data tables, this in-depth and exclusive country report fromCanadean provides a comprehensive view of the cider industry structure including analysis andprofiles on trade mark owners and local operators. Brand volumes and market share are given byprice segment, alcoholic strength and type. Consumption volumes are provided by pack mix (type,material, refill ability, pack size) and distribution channel (on- and off-premise). Other informationincludes market valuation/pricing data and new products are identified. All supported by marketcommentary.Introduction and LandscapeWhy was the report written?The 2012 Netherlands Cider Market Insights report is a high level market research report on theNetherlands cider industry. Published by Canadean, this report provides an excellent way ofgaining an in-depth understanding of the dynamics and structure of the market. The report coverstotal market (on- and off-premise) and includes valuable insight and analysis on cider markettrends, brands, brewers, packaging, distribution channels, market valuation and pricing.What is the current market landscape and what is changing?The Dutch cider market was non-existent until 2009 when Heineken decided to focus new activityin this category in order to increase volumes. Apart from Jillz all other cider volumes are imported.As the category is fairly new it has yet to develop into segments. The beverage is still quite new tothe Dutch palate and supermarkets struggle to present the product in such a way as to allow it tohave its own identity.What are the key drivers behind recent market changes?Heineken continues the sustained effort of promoting cider as a new category with specialsupermarket promotions coupled with magazine advertisements. Heineken is now putting extramoney and effort into the segment for two to three years and therefore confirms that theinvestment is bearing fruit and volumes are increasing.
  2. 2. What makes this report unique and essential to read?The Netherlands Cider Market Insight report is designed for clients needing a quality in-depthunderstanding of the dynamics and structure of the cider market. The report provides a muchmore granular and detailed data set than our competitors.Key Features and BenefitsThis report provides readers with an excellent way of gaining a thorough understanding of thedynamics and structure of the Netherlands cider market.This report provides readers with in-depth data on market segmentation: mainstream, premium,super premium, discount; alcoholic strength; 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 selectedcompany profilesThis 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. Market valuation data and selected pricing data are also included.Key Market IssuesThe category did not exist in Holland before 2000 and so the beverage is still quite new to theDutch palateNew Jillz cider was created to appeal to a female audience both in terms of image and taste.Cider promotions are highly seasonal, with the main focus being during spells of warm weather.As the category is new marketing and advertising is needed to introduce consumers to it.Other players have yet to follow Heineken into the market and it remains to be seen if the categorycan be established.Key HighlightsThe category enjoyed strong growth in 2011 but from a small base.Heineken continued its sustained efforts promoting cider as a new category. The company will putextra money and effort into the category for the next two to three years.Heineken marketed Jillz aimed at female drinkers and Strongbow aimed at male drinkers. Bothbrands enjoyed growth in 2011.
  3. 3. Savanna (from South Africa) also grew and plans on-premise promotions for 2012.The presence of cider four packs maintains the price level in supermarkets in line with the totalprice for six packs of beer (in either glass or can). By keeping the price points the same, theproducts become more interchangeable in the consumers mind.Get your copy of this report @ points covered in Table of Contents of this report includeSection 1 Market UpdateKEY FACTS- Market Size- Growth- Market Value- Distribution 2011MARKET COMMENTARY- Current and Emerging Trends- Outlook- Imports and Exports- SegmentationBRANDS- Top 10 Cider Brands - Volume, 2009-2011- Top 10 International Premium and Super premium Cider Brands - Volume, 2009-2011- Brand Analysis- Private Label/Private Label Producers- New Products ActivitySection 2 Brewer ProfilesBREWER PROFILES- HEINEKEN N.V.- Heineken Netherlands Brand Volumes, 2007-2011- A BRAND NEW DAY COMPANY B.V.- A Brand New Day Brand Volumes, 2007-2011MINOR CIDER COMPANIES- Bier and CoMethodologyBeer and Cider Attributes DefinitionsProduct DefinitionsPackaging DefinitionsGlossaryMapLEGISLATION AND TAXATION TABLES- Table 1.2.1 - Taxation Base- Table 1.2.3 - Legal Controls on Cider
  4. 4. PRICING TABLES- Table 1.3.1 - Selected Consumer Cider Prices: Off-Premise, 2010-2012- Table 1.3.2 - Selected Consumer Cider Prices: On-Premise, 2010-2012DATA TABLES- Commercial Beverage Consumption - per Capita - Liters, 2001-2012F- Commercial Beverage Consumption - per Capita - % Share, 2001-2012F- Commercial Beverage Consumption - per Capita - Growth, 2001-2012F- Commercial Beverage Consumption - Million Liters, 2001-2012F- Alcoholic Beverage Consumption - Liters of Pure Alcohol (LPA) Per Capita, 2001-2012F- Cider Production/Trade/Consumption - Growth, 2005-2012F- Consumption of FABs and Cider, 2001-2012F- Cider Market Valuation (Local Currency), 2010-2012F- Cider Consumption by Local Definition, 2008-2012F.- Cider Consumption by Standard Price Segmentation, 2008-2012F- Cider Consumption by Alcoholic Strength, 2008-2012F- Cider Consumption by Type, 2008-2012F- Cider Consumption by Geographic Scope, 2008-2012F- Cider All Trademarks, 2007-2011- Cider Brands by Local Definition, 2007-2011- Cider Brands by Standard Price Segment, 2007-2011- Cider Brands by Alcoholic Strength, 2007-2011- Cider Brands by Type, 2007-2011- Cider Imported Brands by Origin, 2007-2011- Cider Trademark Owners, 2007-2011- Cider Local Operators, 2007-2011- Cider Leading Brewers/Importers, 2007-2011- Cider Consumption by Pack Mix: Refill ability/Type/Pack/Size, 2008-2012F- Cider Distribution: On vs. Off Premise, 2008-2012FINDUSTRY STRUCTURE- Chart - Leading Brewers/Imports, 2011- Market Structure- Cider Producers/ImportersPACKAGING- Chart - Consumption by Pack Material/Type, 2011- Packaging TrendsCHANNEL ANALYSIS- Chart - Distribution by Channel, 2011- Chart - Consumption by Price Segment, 2011- Market Valuation and Pricing- Cider Market Valuation (Local Currency), 2010-2012F- Distribution TrendsContact: for more information.