Singapore Beer Market Insights 2013

  • July 2013
  • -
  • Canadean Ltd
  • -
  • 57 pages

Product Synopsis

A detailed market research report on the Singapore 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 Singapore 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?
Beer sales grew by 5% in 2012 and continue to dominate the Singaporean alcoholic drinks sector.

What are the key drivers behind recent market changes?

The key drivers for the beer market remain unchanged, with beer sales heavily reliant on the tourism industry and an influx of foreign workers.

What makes this report unique and essential to read?

The Singapore 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 Singapore 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

As premiumisation has already occurred in this market, it is expected to be ruled out as an area for explosive growth in the domestic beer market.

Microbreweries will continue to grow in popularity due to the interest of consumers who are willing to try new varieties and brands of beer.

Organized for the first time in Singapore, this provided a platform for distributors to engage with consumers and spread the word about craft beer.

Singapore's premier beer festival was held in June 2012, with more than fifty new beers on show from around the world.

Key Highlights

Long-term, there will be a continued increase in the number of hand crafted beers, microbreweries and exotic beer restaurants. Singaporeans are now more adventurous and there has recently been an explosion in the number of foreign labels available.

The key brands in the market during 2012 were Tiger, Carlsberg Green Label and Heineken. Marketing activities of all major brands focused on the Lunar New Year and year end festivities.

Beer imports grew just over 4% in 2012 thanks to increasing demand for a wider variety of choices. Exports also grew by 4%, fuelled by growth in regional demand.

A large proportion of beer is consumed on-premise given the high disposable income of locals, rising expatriate levels and the booming tourist industry. This will continue into the future given the government's strong call to promote the food, beverage and tourism sectors.

Table Of Contents

Canadean Singapore 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, 2004-2013F

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

Table - Beer Definitions by Type - Standard Price Segmentation
Table - Beer Definitions by Type - Alcoholic Strength
Table - Beer Definitions by Type - Beer Type
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 3.5.1 - Leading Retail Groups for Beer - Number/% Share, 2007-2012
Table 3.5.2 - Leading Retail Groups for Beer - Turnover/% Share, 2009-2012
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, 1999-2013F
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: Refillability/Type/Material/Size, 2009-2013F
Beer Distribution: On-Premise v Off-Premise, 2009-2013F
Section 4 Brewer Profiles

BREWER PROFILES

ASIA PACIFIC BREWERIES (SINGAPORE) PTE. LTD
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table -  Asia Pacific Breweries Singapore Full Brand List, ABV%, Pack Type
Table - Asia Pacific Breweries Brand Volumes, 2008-2012
SMALLER BREWERS
Carlsberg Singapore Pte Ltd
Brewerkz
Tawandang Microbrewery
Pump Room Microbrewery and Bistro
Archipelago Microbrewery
Red Dot Brewhouse
Paulaner Brauhaus
Level 33
AdstraGold Microbrewery
Methodology
Beer Attributes Definitions
Product Definitions
Packaging Definitions
Glossary
Map

List of Tables

Table 1: Singapore Population Size and Growth, 1991-2015F
Table 2: Asia Population Size and Growth, 2002-2013F
Table 3: Singapore Economic Indicators, 2004-2014F
Table 7: Taxation Base
Table 8: Historical Excise Rates of Beer
Table 9: Legal Controls on Beer
Table 10: Tax Burden on Beer @ 5% Abv, 2012
Table 11: Leading Retail Groups for Beer 2008-2012 (number of outlets)
Table 12: Beer Key Facts
Table 13: Top 10 Beer Brands - Volume, 2010-2012
Table 14: Top 10 International Premium and Super premium Beer Brands - Volume, 2010-2012
Table 15: Licensed Brand Owners and Licensees
Table 16: Beer Market Valuation (Local Currency), 2011-2013F
Table 17: Trade Margin Build-Up Model
Table 18: Selected Consumer Beer Prices: Off-Premise, 2011-2013
Table 19: Selected Consumer Beer Prices: On-Premise, 2011-2013
Table 20: Commercial Beverage Consumption - Litres Per Capita, 2002-2013F
Table 21: Commercial Beverage Consumption - Per Capita % Share, 2002-2013F
Table 22: Commercial Beverage Consumption - Per Capita Growth, 2003-2013F
Table 23: Commercial Beverage Consumption - Million Liters, 2002-2013F
Table 24: Average Beverage Consumption - Liters of Pure Alcohol (LPA) Per Capita, 2002-2013F
Table 25: Beer Production/Trade/Consumption, 2002-2013F
Table 26: Beer Production/Trade/Consumption - Growth, 2002-2013F
Table 27: Consumption of FABs and Cider, 2002-2013F
Table 28: Beer Foreign Trade By Country (Imports), 2009-2013F
Table 29: Beer Foreign Trade By Country (Exports), 2009-2013F
Table 30: Beer Market Valuation (Local Currency), 2011-2013F
Table 31: Beer Consumption by Local Definition, 2009-2013F
Table 32: Beer Consumption by Standard Price Segmentation, 2009-2013F
Table 33: Beer Consumption by Alcoholic Strength, 2009-2013F
Table 34: Beer Consumption by Type, 2009-2013F
Table 35: Beer Consumption by Geographic Scope, 2009-2013F
Table 36: Beer All Trademarks, 2008-2012
Table 37: Beer Brands by Local Definition, 2008-2012
Table 38: Beer Brands by Standard Price Segment, 2008-2012
Table 39: Beer Brands by Alcoholic Strength, 2008-2012
Table 40: Beer Brands by Type, 2008-2012
Table 41: Imported Brands by Origin, 2008-2012
Table 42: Beer Licensed Brands, 2008-2012
Table 43: Beer Trademark Owners, 2008-2012
Table 44: Beer Local Operators, 2008-2012
Table 45: Beer leading Brewers/Importers, 2008-2012
Table 46: Beer Consumption by Pack Mix: Refillability/Pack/Size, 2009-2013F
Table 47: Beer Distribution: On vs Off Premise, 2009-2013F
Table 48: Asia Pacific Breweries Capacity (000s Hl)
Table 48: Asia Pacific Breweries Singapore Full Brand List
Table 48: Asia Pacific Breweries 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
ASIA PACIFIC BREWERIES (SINGAPORE) PTE. LTD, Carlsberg Singapore Pte Ltd, Brewerkz, Tawandang Microbrewery, Pump Room Microbrewery and Bistro, Archipelago Microbrewery, Red Dot Brewhouse ,Paulaner Brauhaus ,Level 33 ,

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