Beer Market Insights 2014 Italy In-depth Analysis of Key Brewers, Brands, Volume, Value and Segmentation Trends and Opportunities in the Beer Market

Transcription

1 Beer Market Insights 2014 Italy In-depth Analysis of Key Brewers, Brands, Volume, Value and Segmentation Trends and Opportunities in the Beer Market

2 Summary The Italy Beer Market Insights report comprises a high level market research data on the Italy beer industry. The report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the Italy Beer industry. Data includes volumes from 2009 to 2013 plus 2014 forecast, enabling historical and current trend analysis. In-depth market segmentation is presented: mainstream, premium, super premium, discount, alcoholic strength, local segmentation and beer type. It also provides data and analysis of the performance of both domestic and imported brands and reports on new product activity in It presents an analysis of industry structure, and reports on company volumes, with the addition of brewer profiles for the major brewers. The report provides distribution channel data for total market (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 are also provided. Key Findings Beer sales suffered because of increased taxation. Promotional activity particularly in the buildup to Easter saved the category from a steeper decline. Market polarization increased during Reasons to Buy The Italy 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. Canadean s in-depth methodology provides consistent, reliable data which has been research and built from 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 Ideal for benchmarking total market vs retail audit and other data 2 Italy Beer Market Insights

3 Table 1: Beer Key Facts Market Size 2013 Th. Hectoliters Litres Per Capita Consumption Growth CAGR% CAGR% CAGR% Consumption M Litres Market Value 2013 EUR Million EUR / Liter US$ Million US$ / Liter Value (at consumer price) Segmentation 2013 Discount Mainstream Premium Superpremium % Share Distribution 2013 Off-Premise On-Premise % Share Packaging 2013 Draught PET Glass Metal % Share SOURCE: Trade Interviews; Canadean Wisdom Market Commentary Current and Emerging Trends Continuing negative macro-economic climate combine to depress beer sales TEXT Outlook Off-premise gains expected to off-set further losses in on-premise TEXT Imports and Exports Imports recover driven by rising imports from the United Kingdom and Slovenia TEXT Italy Beer Market Insights 3

4 Segmentation Beer mixes are the success story of 2013, led by Dreher Lemon Radler TEXT Table 2: Top 10 Beer Brands - Volume, Brand Brand Owner Local Operator HL SOURCE: Trade Interviews, Canadean Table 3: Top 10 International Premium and Superpremium Beer Brands - Volume, Brand Brand Owner Local Operator HL SOURCE: Trade Interviews, Canadean 4 Italy Beer Market Insights

5 Report Methodology Our research methodology sets us apart from the competition. The key strength of our methodology is that we work in industry partnerships across the value chain, from suppliers to brand producers and both on- and off-premise channels. Our research is built from brand data upwards. This 'brick-by-brick' approach as well as the crossfertilization with our other related services, ensures that our research has an internal logic which cross-checks from all angles - from brand volume through to corporate volume, flavor segmentation, packaging splits and channel distribution. The companies featured in the company profiles and those whose brands are featured in the individual market categories are selected through regular market observation (see also our Quarterly Beverage Tracker) based on the size of their output and/or their dynamism. Sources Face-to-face interviews with the leading soft drinks producers, brewers, dairy, spirits and wine producers On-going dialogue with leading companies in allied industries Quarterly monitoring of product offered in all trade channels in selected markets Interviews with retailers and other distributors Company information in the public domain Trade press Trade associations Official production and trade statistics Italy Beer Market Insights 5

6 Related Reports Beer Country Market Insight Reports and Wisdom Analytics Databases Asia Australia (1) China Hong Kong India Indonesia Japan Malaysia Philippines Singapore South Korea Taiwan Thailand Vietnam Americas Argentina Brazil Canada (1) Caribbean (2) Chile Colombia Costa Rica El Salvador Guatemala Honduras Mexico Nicaragua Panama USA (1) Venezuela West Europe Austria (1) Belgium (1) Denmark (1) Finland (1) France (1) Germany (1) Greece Ireland (Republic) (1) Ireland (Northern) Italy Netherlands (1) Norway (1) Portugal Spain (1) Sweden (1) Switzerland (1) United Kingdom (1) East Europe Bulgaria Croatia Czech Republic Estonia (1) Hungary Latvia Lithuania (1) Poland Romania Russia Serbia Slovak Republic Slovenia Turkey Ukraine Africa Nigeria In addition to above reports, top line data is also available for another 111 countries. (1) Cider Market Insight Reports and Wisdom Databases also available. Cider data also available for New Zealand and South Africa. (2) Includes data on: Antigua, Aruba, Bahamas, Barbados, Belize, Cuba, Curacao & others, Dominica, Dominican Republic, Grenada, Guadeloupe, Guyana, Haiti, Jamaica, Martinique, Puerto Rico, St Kitts, St Lucia, St Vincent, Suriname, Trinidad. Other products available from Canadean Beverages include: Global Beer Trends Excel Report Global Brewer Analyser Excel Report Global Beverage Forecasts Quarterly Beverage Tracker Consumer Trends in Beer, Cider & Pre-mixed Spirits 6 Italy Beer Market Insights

7 Table of Contents Table of Contents... List of Tables... List of Figures... Data Revisions Summary... Executive Summary... Executive Summary... Section 1 Market Context... Market Context... Market Environment... The Consumer Palate... All Commercial Beverages... Legislation and Taxation... Market Parameters Tables... Legislation and Taxation Tables... Section 2 Market Background Briefing... Market Background Briefing... Section 3 Market Update... Market Commentary... Current and Emerging Trends... Outlook... Imports and Exports... Segmentation... Brand Analysis... Private Label/Private Label Producers... New Products and Photo Shots... Market Structure... Brewers... Packaging Trends... Channel Analysis... Market Valuation & Pricing... Distribution Trends... Beer Pricing Tables... Beer Data Tables... Section 4 Brewer Profiles... Brewer Profiles... Carlsberg Italia Spa... Birra Castello Di Udine SpA... Fabbrica Birra Forst SpA... Heineken Italia SpA... InBev Italia Srl... Menabrea SpA... Peroni Industriale... Smaller Brewers... Methodology & Product Definitions... Map... Italy Beer Market Insights 7

8 8 Italy Beer Market Insights

9 List of Tables Table 1: Italy Population Size and Growth, F... Table 2: West Europe Population Size and Growth, F... Table 3: Italy Economic Indicators, F... Table 4: West Europe Commercial Beverage Consumption - Per Capita, F... Table 5: West Europe Commercial Beverage Consumption - Per Capita % Share, F... Table 6: West Europe Commercial Beverage Consumption - Per Capita Growth, F... Table 7: Taxation Base... Table 8: Historical Excise Rates of Beer... Table 9: Legal controls on Beer... Table 10: Tax Burden on 5% Abv, Table 11: Leading Retail Groups for Beer (number of outlets)... Table 12: Beer Key Facts... Table 13: Top 10 Beer Brands - Volume, Table 14: Top 10 International Premium and Superpremium Beer Brands - Volume, Table 15: Licensed Brand Owners and Licensees... Table 16: Beer Market Valuation (Local Currency), F... Table 18: Selected Consumer Beer Prices: On-Premise, Table 19: Selected Consumer Beer Prices: Off-Premise, Table 20: Commercial Beverage Consumption - Liters Per Capita, F... Table 21: Commercial Beverage Consumption - Per Capita % Share, F... Table 22: Commercial Beverage Consumption - Per Capita Growth, F... Table 23: Commercial Beverage Consumption - Million Liters, F... Table 24: Average Beverage Consumption - Liters of Pure Alcohol (LPA) Per Capita, F... Table 25: Beer Production/Trade/Consumption 000 HL, F... Table 26: Beer Production/Trade/Consumption - Growth, F... Table 27: Consumption of FABs and Cider (000 HL), F... Table 28: Beer Foreign Trade By Country (Imports), F... Table 29: Beer Foreign Trade By Country (Exports), F... Table 30: Beer Market Valuation (Local Currency), F... Table 31: Beer Consumption by Local Definition, F... Table 32: Beer Consumption by Standard Price Segmentation, F... Table 33: Beer Consumption by Alcoholic Strength, F... Table 34: Beer Consumption by Type, F... Table 35: Beer Consumption by Geographic Scope, F... Table 36: Beer All Trademarks, Table 37: Beer Brands by Local Definition, Table 38: Beer Brands by Standard Price Segment, Table 39: Beer Brands by Alcoholic Strength, Table 40: Beer Brands by Type, Table 41: Imported Brands by Origin, Table 42: Beer Licensed Brands, Table 43: Beer Private Label Brands, Table 44: Beer Trademark Owners, Table 45: Beer Local Operators, Table 46: Beer leading Brewers/Importers, Table 47: Beer Consumption by Pack Mix: Refillability/Pack/Size, F... Table 48: Beer Distribution: On vs Off Premise, F... Table 49: Breweries Capacity (000s HL)... Table 50: Carlsberg Italia Full Brand List... Table 51: Carlsberg Italia Brand Volumes Table 52: Breweries Capacity (000s HL)... Table 53: Birra Castello Full Brand List... Italy Beer Market Insights 9

10 Table 54: Birra Castello Brand Volumes Table 55: Breweries Capacity (000s HL)... Table 56: Forst Full Brand List... Table 57: Forst Brand Volumes Error! Bookmark not defined. Table 58: Breweries Capacity (000s HL)... Table 59: Heineken Italia Full Brand List... Table 60: Heineken Italia Brand Volumes Table 61: Inbev Italia Full Brand List... Table 62: InBev Italia Brand Volumes Table 63: Breweries Capacity (000s HL)... Table 64: Menabrea Full Brand List... Table 65: Menabrea Brand Volumes Table 66: Breweries Capacity (000s HL)... Table 67: Peroni Full Brand List... Table 68: Peroni Brand Volumes Table 69: Bavaria Italia Srl... Table 70: Ceres Spa... Table 71: Paulaner Italia... Table 72: Radeberger Gruppe Italia Srl... Table 73: Warsteiner Italia Srl Italy Beer Market Insights

11 List of Figures Figure 1: Beer Leading Brewers/Importers, Figure 2: Beer Consumption by Pack Material/Type, Figure 3: Beer Distribution by Channel, Figure 4: Beer Consumption by Price Segment, Italy Beer Market Insights 11