Hong Kong Beer Market Insights 2013

  • July 2013
  • -
  • Canadean Ltd
  • -
  • 85 pages

Product Synopsis

A detailed market research report on the Hong Kong beer industry. Researched and published by Canadean.

Introduction and Landscape

Why was the report written?
This report comprises high level market research data on the Hong Kong beer industry, published by Canadean. The report covers the total market (on- and off-premise) and includes valuable insight and analysis on beer market trends, brands, brewers, packaging, distribution channels, market valuation and pricing.

What is the current market landscape and what is changing?
Hong Kong is a net beer importer with a small but mature beer market. Beer consumption is closely related to the overall GDP and consumer expenditure in the territory.

What are the key drivers behind recent market changes?

High inflation resulted in rising beer prices and unfavourably impacted beer sales. However, hot summer weather and global sports events drove people to pubs and bars, leading to overall growth of 3% in 2012.

What makes this report unique and essential to read?

The Hong Kong 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. All data has been researched, 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.

Key Features and Benefits

This report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the Hong Kong Beer industry. Data includes volumes from 2008 to 2012, plus forecasts for 2013, enabling historical and current trend analysis.

This report provides readers with in-depth market segmentation: mainstream, premium, super premium, discount, alcoholic strength, local segmentation and beer type.

This report provides data and analysis of the performance of both domestic and imported brands and reports on new product activity in 2012.

This report provides an analysis of the industry structure, reports on company volumes and contains brewer profiles for major brewers.

This report provides distribution channel data (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 and multi-serve vs single serve. Market valuation data and pricing data, including beer consumption by price segment/distribution channel and selected consumer beer prices, are also included.

Key Market Issues

The top three leading brands, Blue Girl, San Miguel and Skol, retained a strong presence in the market. Although San Miguel experienced a drop in sales of its own brand, it acquired the distribution rights of many international brands and maintained its overall market position.

A levy on glass bottle suppliers is being considered by the government. If it is imposed the cost of beer will likely increase, negatively impacting sales.

Sales have become somewhat restricted by cost pressures, such as operations, rent and labour, which are steadily pushing prices upwards.

The strong demand for leading and niche brands drove beer imports to increase in 2012.

Key Highlights

Hong Kong remains largely a lager market, as consumers have a strong preference for cold and transparent beer. This dominating trend is expected to continue in the future.

Carlsberg remained strong in the market and grew very steadily during 2012. The brand promoted through television commercials and via campaigns in on- and off-premise channels.

Metal and glass are the only two pack materials available in Hong Kong. Although glass experienced higher growth in 2012, the metal keg format is expected to grow faster in 2013 due to the popularity of draught beer.

The on- and off-premise split has changed very little in 2012, with consumers maintaining similar consumption habits to 2011.

Table Of Contents

Canadean Hong Kong Beer Market Insights Report 2013

Executive Summary
Section 1 Market Context

Market Context

Market Environment
The Consumer Palate
All Commercial Beverages
Legislation and Taxation

Market Parameter Tables

Population Size and Growth 1984-2015F
Economic Indicators 2004-2014F
Legislation and Taxation Tables
Table 1.5.1 - Taxation Base
Table 1.5.2 - Historical Excise Rates of Beer
Table 1.5.3 - Legal Controls on Beer
Table 1.5.4 - Tax Burden on Beer @ 5% Abv, 2012
Section 2 Market Background Briefing

Market Background Briefing

Beer Definitions by Type - Local Segmentation
Beer Definitions by Type - Standard Price Segmentation
Beer Definitions by Type - Alcoholic Strength
Beer Definitions by Type - Beer Type
Beer Definitions by Type - Local, National and International
Section 3 Market Update

Market Update

Beer Key Facts
Market Size
Growth

Market Value

Segmentation 2012
Distribution 2012
Packaging 2012
Market Commentary
Current and Emerging Trends
Outlook
Imports and Exports
Segmentation
Top 10 Beer Brands - Volume, 2010-2012
Top 10 International Premium and Super-premium Beer Brands - Volume, 2010-2012
Licensed Brand Owners and Licensees

Brand Analysis

Private Label/Private Label Producers
New Products Activity
Chart - Leading Brewers/Importers, 2012
Market Structure
Brewers
Chart - Consumption by Pack Material/Type, 2012
Packaging Trends
Chart - Distribution by Channel, 2012
Chart - Consumption by Price Segment, 2012

Market Valuation and Pricing

Beer Market Valuation (Local Currency), 2011-2013F
Distribution Trends
Distribution and Pricing Tables
Table 3.6.1 Outlet Universe for Beer - Number / % Share, 2008-2012
Table 3.6.2 - Outlet Universe For Beer By Turnover - Value/% Share, 2008-2012
Table 3.7.1 - Leading Grocery Multiples, 2012
Table 3.8 - Leading Importers and Distributors, 2012
Table 3.9 - Trade Margin Build-Up Model
Table 3.10.1 - Selected Consumer Beer Prices: Off-Premise, 2011-2013
Table 3.10.2 - Selected Consumer Beer Prices: On-Premise, 2011-2013

Beer Data Tables

Commercial Beverage Consumption - per Capita - Litres, 2002-2013F
Commercial Beverage Consumption - per Capita - % Share, 2002-2013F
Commercial Beverage Consumption - per Capita - Growth, 2002-2012
Commercial Beverage Consumption - Million Litres, 2002-2013F
Alcoholic Beverage Consumption - Litres of Pure Alcohol (LPA) Per Capita, 2002-2013F
Beer Production/Trade/Consumption, 2002-2013F
Beer Production/Trade/Consumption - Growth, 2002-2013F
Consumption of FABs and Cider, 2000-2013F
Beer Foreign Trade By Country (Imports), 2009-2013F
Beer Foreign Trade By Country (Exports), 2009-2013F
Beer Market Valuation (Local Currency), 2011-2013F
Beer Consumption by Local Definition, 2009-2013F
Beer Consumption by Standard Price Segmentation, 2009-2013F
Beer Consumption by Alcoholic Strength, 2009-2013F
Beer Consumption by Type, 2009-2013F
Beer Consumption by Geographic Scope, 2009-2013F
Beer All Trademarks, 2008-2012
Beer Brands by Local Definition, 2008-2012
Beer Brands by Standard Price Segment, 2008-2012
Beer Brands by Alcoholic Strength, 2008-2012
Beer Brands by Type, 2008-2012
Beer Imported Brands by Origin, 2008-2012
Beer Licensed Brands, 2008-2012
Beer Trademark Owners, 2008-2012
Beer Local Operators, 2008-2012
Beer Leading Brewers/Importers, 2008-2012
Beer Consumption by Pack Mix: Refill ability/Type/Pack/Size, 2009-2013F
Beer Distribution: On vs Off Premise, 2009-2013F
Section 4 Brewer Profiles
Brewer Profiles

BREWER PROFILES

SAN MIGUEL BREWERY HONG KONG LTD
Ownership/Shareholders
Company History
Strategic Information
Facilities
Other Beverage Interests
Company Data
Table - Breweries, Capacity, 000s HL
Table - San Miguel Full Brand List, ABV%, Pack Type
Table - San Miguel Brand Volumes, 2008-2012
HONG KONG SAR BREWING CO LTD
Company History
Company Data
Table - Hong Kong Sar Full Brand List, ABV%, Pack Type
Table - Hong Kong Sar Brands Volumes, 2008-2012
JEBSEN and CO LTD
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Jebsen Full Brand List, ABV%, Pack Type
CARLSBERG HONG KONG LTD
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Carlsberg Full Brand List, ABV%, Pack Type
KINGWAY BREWERY HOLDINGS LTD
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Kingway Full Brand List, ABV%, Pack Type
TSINGTAO BEER (H.K.) TRADING CO LTD
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Tsingtao Full Brand List, ABV%, Pack Type
TELFORD INTERNATIONAL COMPANY LTD
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Telford Full Brand List, ABV%, Pack Type
HEINEKEN HONG KONG LIMITED
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Heineken Full Brand List, ABV%, Pack Type
Methodology
Beer Attributes Definitions
Product Definitions
Packaging Definitions
Glossary
Map

List of Tables

Table 1: Hong Kong Population Size and Growth, 1991-2015F
Table 2: Asia Population Size and Growth, 2002-2013F
Table 3: Hong Kong Economic Indicators, 2004-2014F
Table 4: Taxation Base
Table 5: Historical Excise Rates of Beer
Table 6: Legal Controls on Beer
Table 7: Tax Burden on Beer @ 5% Abv, 2012
Table 8: Leading Retail Groups for Beer 2008-2012 (number of outlets)
Table 9: Beer Key Facts
Table 10: Top 10 Beer Brands - Volume, 2010-2012
Table 11: Top 10 International Premium and Super premium Beer Brands - Volume, 2010-2012
Table 12: Licensed Brand Owners and Licensees
Table 13: Beer Market Valuation (Local Currency), 2011-2013F
Table 14: Trade Margin Build-Up Model
Table 15: - Selected Consumer Beer Prices: Off-Premise, 2011-2013
Table 16: - Selected Consumer Beer Prices: On-Premise, 2011-2013
Table 17: Commercial Beverage Consumption - Litres Per Capita, 2002-2013F
Table 18: Commercial Beverage Consumption - Per Capita % Share, 2002-2013F
Table 19: Commercial Beverage Consumption - Per Capita Growth, 2003-2013F
Table 20: Commercial Beverage Consumption - Million Liters, 2002-2013F
Table 21: Average Beverage Consumption - Liters of Pure Alcohol (LPA) Per Capita, 2002-2013F
Table 22: Beer Production/Trade/Consumption, 2002-2013F
Table 23: Beer Production/Trade/Consumption - Growth, 2002-2013F
Table 24: Consumption of FABs and Cider, 2002-2013F
Table 25: Beer Foreign Trade By Country (Imports), 2009-2013F
Table 26: Beer Foreign Trade By Country (Exports), 2009-2013F
Table 27: Beer Market Valuation (Local Currency), 2011-2013F
Table 28: Beer Consumption by Local Definition, 2009-2013F
Table 29: Beer Consumption by Standard Price Segmentation, 2009-2013F
Table 30: Beer Consumption by Alcoholic Strength, 2009-2013F
Table 31: Beer Consumption by Type, 2009-2013F
Table 32: Beer Consumption by Geographic Scope, 2009-2013F
Table 33: Beer All Trademarks, 2008-2012
Table 34: Beer Brands by Local Definition, 2008-2012
Table 35: Beer Brands by Standard Price Segment, 2008-2012
Table 36: Beer Brands by Alcoholic Strength, 2008-2012
Table 37: Beer Brands by Type, 2008-2012
Table 38: Imported Brands by Origin, 2008-2012
Table 39: Beer Licensed Brands, 2010-2012
Table 40: Beer Trademark Owners, 2008-2012
Table 41: Beer Local Operators, 2008-2012
Table 42: Beer leading Brewers/Importers, 2008-2012
Table 43: Beer Consumption by Pack Mix: Refill ability/Pack/Size, 2009-2013F
Table 44: Beer Distribution: On vs Off Premise, 2009-2013F
Table 45: Breweries Capacity (000s HL)
Table 46: San Miguel Full Brand List
Table 47: San Miguel Brewery Hong Kong Brand Volumes 2008-2012
Table 48: Jebsen Full Brand List
Table 49: Jebsen and Co Ltd Brand Volumes 2008-2012
Table 50: Carlsberg Full Brand List
Table 51: Carlsberg Brewery Hong Kong Brand Volumes 2008-2012
Table 52: Hong Kong Beer Company Full Brand List
Table 53: HK SAR Brewery Brand Volumes 2008-2012
Table 54: Kingway Full Brand List
Table 55: Kingway Brewery Holdings Limited Brand Volumes 2008-2012
Table 56: Tsingtao Full Brand List
Table 57: Tsingtao HK Ltd Brand Volumes 2008-2012
Table 58: Telford Full Brand List
Table 59: Telford International Brand Volumes 2008-2012
Table 60: Heineken Full Brand List
Table 61: Heineken Hong Kong Brand Volumes 2008-2012
Table 62: Yanjing Full Brand List
Table 63: Yanjing HK Ltd Brand Volumes 2008-2012

List of Figures

Figure 1: Beer Leading Brewers/Importers, 2012
Figure 2: Beer Consumption by Pack Material/Type, 2012
Figure 3: Beer Distribution by Channel, 2012
Figure 4: Beer Consumption by Price Segment, 2012

Companies Mentioned
SAN MIGUEL BREWERY HONG KONG LTD, HONG KONG SAR BREWING CO LTD, JEBSEN and CO LTD, CARLSBERG HONG KONG LTD, KINGWAY BREWERY HOLDINGS LTD, TSINGTAO BEER (HK) TRADING CO LTD, TELFORD INTERANTIONAL COMPANY LTD ,HEINEKEN HONG KONG LIMITED ,

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