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.
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.