Australia Beer Market Insights 2013

  • July 2013
  • -
  • Canadean Ltd
  • -
  • 81 pages

Product Synopsis

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

Introduction and Landscape

Why was the report written?
This report comprises of high level market research data on the Australia beer industry, published by Canadean. The report covers 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?
2012 saw the Australian beer market decline and a flat performance is forecast for 2013

What are the key drivers behind recent market changes?

Continuing poor summers helped depress demand in 2012, and consumer confidence remained an issue, although the economic indicators run in Australia's favor for the time being. Price rises were another key factor hitting volume in 2012.

What makes this report unique and essential to read?

The Australia 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 Australia 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, 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 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, 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

Increases in consumer prices in 2012 contributed to the decline in the market, with a fairly successful attempt by brewers to shift away from volume discount and raise prices, combined with efforts by on-trade establishments to raise prices and reflect their cost structure.

Australians are drinking lower volumes of beer, but they are drinking a more diverse range of beer both by brand and style. The top five brands in 2012 accounted for 42% of volumes between them, compared to 50% for the top five brands in 2002. Craft beers benefited in the move away from the top brands.

SABMiller's takeover of CUB changed the industry significantly in 2012. First came a major realignment in brand licensing in Lion's favour however, there are also signs that SABMiller is removing the strategic weakness that saw CUB's owned brands decline more than Lion's.

In any country, a cold and rainy summer holiday season significantly reduces people's desire to drink beer. This is particularly important in a normally-warm country like Australia, where social occasions - whether at home or on licensed premises - are generally geared towards outdoor drinking.

Low consumer confidence has also impacted the market since 2011, throughout 2012 and into 2013. Although the macroeconomic indicators remain broadly in Australia's favor, the public are aware of the problems that could be ahead.

Key Highlights

At a share-of-throat level, beer has been losing share to cider, with absolute growth in cider sales in Australia in 2012 almost equal to beer's decline.

The most immediate result of SABMiller takeover, was a major realignment in brand licensing in Lion's favour, with many international brewers taking advantage of the change-of-control clause in their contracts to terminate their agreement with Foster's.

PL took share from mainstream beer in 2012. PL lines are becoming more enhanced and differentiated eg the Woolworths launched the Sail and Anchor craft beer range in 2012, which aims to take on craft ranges like James Squires at a comparable price point, based on its quality and consumer desire for diversity

The top 10 brands in the Australian beer market in 2012 performed averagely over the course of the year, with five showing growth and five showing decline.

On-premise consumption was down to 35% in 2012 compared to 39% in 2008. The off-premise has been boosted by continued de regulation of bottle shops, supermarkets becoming more important and the expansion of hard discounters alcohol ranges.

Table Of Contents

Canadean Australia 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

Table - Population Size and Growth, 1984-2015F
Table - Economic Indicators, 2004-2014F

LEGISLATION AND TAXATION TABLES

Table 1.5.1 - Taxation Base
Table 1.5.3 - Legal Controls on Beer
Table 1.5.4 - Tax Burden on Beer @ 5% Abv
Section 2 Market Background Briefing

MARKET BACKGROUND BRIEFING

Table - Beer Definitions by Type - Local Segmentation
Table - Beer Definitions by Type - Standard Price Segmentation
Table - Beer Definitions by Type - Alcoholic Strength
Table - Beer Definitions by Type - Beer Type
Table - 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/Importer, 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 3.4.1 - Outlet Universe for Beer, Number/% Share, 2008-2012
Table 3.4.2 - Outlet Universe for Beer by Turnover-Number, Value/% Share, 2008-2012
Table - Leading Retail Groups for Beer , 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

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 Private Label 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/Material/Size, 2009-2013F
Beer Distribution: On-Premise v Off-Premise, 2009-2013F
Section 4 Brewer Profiles

BREWER PROFILES

FOSTER`S AUSTRALIA
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Foster`s Australia Breweries, Capacity, 000s HL
Table -  Foster`s Australia Full Brand List, ABV%, Pack Type
Table - Foster`s Australia Brand Volumes, 2008-2012
COOPERS BREWERY LTD
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Coopers Brewery Ltd Breweries, Capacity, 000s HL
Table -  Coopers Brewery Ltd Full Brand List, ABV%, Pack Type
Table - Coopers Brand Volumes, 2008-2012
LION NATHAN AUSTRALIA
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Lion Nathan Australia Breweries, Capacity, 000s HL
Table -  Lion Nathan Australia Full Brand List, ABV%, Pack Type
Table - Lion Nathan Australia Volumes, 2008-2012
SMALLER BREWERS
Heineken Lion Australia
James Boagand Son
Independent Distillers
Premium Beverages
Methodology
Beer Attributes Definitions
Product Definitions
Packaging Definitions
Glossary
Map

List of Tables

Table 1: Australia Population Size and Growth, 1991-2015F
Table 2: Australasia Population Size and Growth, 2002-2013F
Table 3: Australia 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
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, 2008-2012
Table 40: Beer Private Label Brands, 2010-2012
Table 41: Beer Trademark Owners, 2008-2012
Table 42: Beer Local Operators, 2008-2012
Table 43: Beer leading Brewers/Importers, 2008-2012
Table 44: Beer Consumption by Pack Mix: Refill ability/Pack/Size, 2009-2013F
Table 45: Beer Distribution: On vs Off Premise, 2009-2013F
Table 46: Carlton and United Breweries - Breweries Capacity (000s HL)
Table 47: Carlton and United Breweries Full Brand List
Table 48: Carlton and United Breweries Brand Volumes 2008-2012
Table 49: Coopers Brewery Ltd Breweries Capacity (000s HL)
Table 50: Coopers Brewery Ltd Full Brand List
Table 51: Coopers Brand Volumes 2008-2012
Table 52: Lion Nathan Australia Breweries Capacity (000s HL)
Table 53: Lion Nathan Australia Full Brand List
Table 54: Lion Brand Volumes 2008-2012
Table 55: Company Casella Estates
Table 56: Company Heineken Lion Australia
Table 57: Company Independent Distillers

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
FOSTER`S AUSTRALIA, COOPERS BREWERY LTD, LION NATHAN AUSTRALIA, Heineken Lion Australia, James Boagand Son, Independent Distillers, Premium Beverages ,

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