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Beer - Europe - October 2011

Both on-trade and retail sales of beer continued to decline in 2010 across Europe. A general decline in alcohol consumption, combined with depressed consumer spending, was behind weak volume demand and growing price sensitivity.

Drinking habits are changing under the influence of healthier lifestyles, anti-alcohol campaigns, strict drink-drive regulations and an ageing population.

Some key points covered in the report include:

  • Flavour innovation around flavour is driving beer markets and attracting new drinkers. This is seen in the growing interest for world and speciality beers, fruit flavoured beers, cask ales and craft beers. How can the potential of this interest be maximised?
  • Non-mainstream beers are responding to consumers’ desire for new taste experiences away from standard lager. However, specialist beers have a small share in comparison with standard lager and much less exposure in the on-trade, although their presence on supermarket shelves is growing. How can specialist beer manufacturers redress this balance?
  • Consumers across Europe are responding positively to beers with local character and heritage. To what extent has this helped to boost value added growth and introduce new products?
  • Beer markets are opening up in an effort to attract more customers. Beer is losing its all-male image and offering varieties that are targeted at women. Have these varieties proven successful?
  • In the UK, ales are losing the ‘old man’ image and attracting younger drinkers, while in Europe they are attracting a wider clientele beyond dedicated beer connoisseurs. How can this trend be taken further?
  • To what extent has the migration of consumers to the off-trade, as a result of the recession, helped to boost retail sales, especially of canned beer?

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Table of contents

  1. Introduction

      • Key points
        • Definition
          • Consumer research
            • Abbreviations
            • Executive Summary

                • The market
                  • 2011 signals improvement, in particular in value terms
                    • Beer markets are changing
                      • Hopes pinned on premium and non-mainstream beers
                        • Figure 1: Beer: Volume, 2006-15
                      • Strength and weaknesses in brief
                        • Strengths
                          • Weaknesses
                            • Companies, brands and innovation
                              • Figure 2: New product activity in beer, % share, by European region, 2011
                              • Figure 3: New product activity in beer, % share by claim, top ten claims, 2011
                            • The consumer
                            • European Market Size and Forecast

                              • Key points
                                • The total market
                                  • The Big 5
                                    • Volume
                                      • Figure 4: Beer: Volume, 2004-15
                                    • Consumption per capita
                                      • Figure 5: Beer: Volume consumption per capita (population), 2004-15
                                    • Other European countries
                                      • Volume
                                        • Figure 6: Beer: Volume, 2004-15
                                      • Consumption per capita
                                        • Figure 7: Beer: Volume consumption per capita (population), 2004-15
                                      • The retail market
                                        • The Big 5
                                          • Volume
                                            • Figure 8: Beer (retail): Volume, 2004-15
                                          • Value
                                            • Figure 9: Beer (retail): Value in EUR and £m, 2004-15
                                          • Per capita expenditure and consumption per capita
                                            • Figure 10: Beer (retail): Spend per capita (population), 2004-15
                                            • Figure 11: Beer (retail): Volume consumption per capita (population), 2004-15
                                          • Other European countries
                                            • Volume
                                              • Figure 12: Beer (retail): Volume, 2004-15
                                            • Value
                                              • Figure 13: Beer (retail): Value in EUR, 2004-15
                                            • Per capita expenditure and consumption per capita
                                              • Figure 14: Beer (retail): Spend per capita (population), 2004-15
                                              • Figure 15: Beer (retail): Volume consumption per capita (population), 2004-15
                                          • Market Segmentation

                                            • Key points
                                              • The Big 5
                                                • France
                                                  • Total market
                                                    • Figure 16: France – Beer: Market segmentation, by volume, 2010
                                                  • Retail market
                                                    • Figure 17: France – Beer (retail): Market segmentation, by volume, 2010
                                                    • Figure 18: France – Beer (retail): Market segmentation, by value, 2010
                                                  • Germany
                                                    • Total market
                                                      • Figure 19: Germany – Beer: Market segmentation, by volume, 2010
                                                    • Retail market
                                                      • Figure 20: Germany – Beer (retail): Market segmentation, by volume, 2010
                                                      • Figure 21: Germany – Beer (retail): Market segmentation. by value, 2010
                                                    • Italy
                                                      • Total market
                                                        • Figure 22: Italy – Beer: Market segmentation, by volume, 2010
                                                      • Retail market
                                                        • Figure 23: Italy – Beer (retail): Market segmentation, by volume, 2010
                                                        • Figure 24: Italy – Beer (retail): Market segmentation, by value, 2010
                                                      • Spain
                                                        • Total market
                                                          • Figure 25: Spain – Beer: Market segmentation, by volume, 2010
                                                        • Retail market
                                                          • Figure 26: Spain – Beer (retail): Market segmentation, by volume, 2010
                                                          • Figure 27: Spain – Beer (retail): Market segmentation, by value, 2010
                                                        • UK
                                                          • Total market
                                                            • Figure 28: Beer volume sales, by category, 2006-11
                                                            • Figure 29: Beer value sales, by category, 2006-11
                                                            • Figure 30: Lager volume sales, by strength classification, 2006-10
                                                          • Other European countries
                                                            • Belgium
                                                              • Total market
                                                                • Figure 31: Belgium – Beer: Market segmentation, by volume, 2010
                                                              • Retail market
                                                                • Figure 32: Belgium – Beer (retail): Market segmentation, by volume, 2010
                                                                • Figure 33: Belgium – Beer (retail): Market segmentation, by value, 2010
                                                              • Denmark
                                                                • Total market
                                                                  • Figure 34: Denmark – Beer: Market segmentation, by volume, 2010
                                                                • Retail market
                                                                  • Figure 35: Denmark – Beer (retail): Market segmentation, by volume, 2010
                                                                  • Figure 36: Denmark – Beer (retail): Market segmentation, by value, 2010
                                                                • Hungary
                                                                  • Total market
                                                                    • Figure 37: Hungary – Beer: Market segmentation, by volume, 2010
                                                                  • Retail market
                                                                    • Figure 38: Hungary – Beer (retail): Market segmentation, by volume, 2010
                                                                    • Figure 39: Hungary – Beer (retail): Market segmentation, by value, 2010
                                                                  • Netherlands
                                                                    • Total market
                                                                      • Figure 40: Netherlands – Beer: Market segmentation, by volume, 2010
                                                                    • Retail market
                                                                      • Figure 41: Netherlands – Beer (retail): Market segmentation, by volume, 2010
                                                                      • Figure 42: Netherlands – Beer (retail): Market segmentation, by value, 2010
                                                                    • Norway
                                                                      • Total market
                                                                        • Figure 43: Norway – Beer: Market segmentation, by volume, 2010
                                                                      • Retail market
                                                                        • Figure 44: Norway – Beer (retail): Market segmentation, by volume, 2010
                                                                        • Figure 45: Norway – Beer (retail): Market segmentation, by value, 2010
                                                                      • Poland
                                                                        • Total market
                                                                          • Figure 46: Poland – Beer: Market segmentation, by volume, 2010
                                                                        • Retail market
                                                                          • Figure 47: Poland – Beer (retail): Market segmentation, by volume, 2010
                                                                          • Figure 48: Poland – Beer (retail): Market segmentation, by value, 2010
                                                                        • Russia
                                                                          • Total market
                                                                            • Figure 49: Russia – Beer: Market segmentation, by volume, 2010
                                                                          • Retail market
                                                                            • Figure 50: Russia – Beer (retail): Market segmentation, by volume, 2010
                                                                            • Figure 51: Russia – Beer (retail): Market segmentation, by value, 2010
                                                                          • Turkey
                                                                            • Total market
                                                                              • Figure 52: Turkey – Beer: Market segmentation, by volume, 2010
                                                                            • Retail market
                                                                              • Figure 53: Turkey – Beer (retail): Market segmentation, by volume, 2010
                                                                              • Figure 54: Turkey – Beer (retail): Market segmentation, by value, 2010
                                                                          • Companies and Product Innovation

                                                                            • Key points
                                                                                • Figure 55: New product activity in beer, % share of global region, 2011
                                                                                • Figure 56: New product activity in beer, % share by European region, 2011
                                                                                • Figure 57: New product activity in beer, % share by company, 2011
                                                                                • Figure 58: New product activity in beer, % share by claim, top ten claims, 2011
                                                                              • France
                                                                                • Figure 59: New product activity in beer, number of new product launches, France, 2008-11
                                                                                • Figure 60: New product activity in beer, % share by claim, by top 5 claims, France, 2008-11
                                                                              • Most innovative products
                                                                                • Targeting consumers with new flavours
                                                                                  • Growing interest in non-alcoholic beers
                                                                                    • Bottle design is part of premium image
                                                                                      • Growing presence of speciality beers
                                                                                        • Seasonal beers for socialising at home
                                                                                          • Germany
                                                                                            • Figure 61: New product activity in beer, number of new product launches, Germany, 2008-11
                                                                                            • Figure 62: New product activity in beer, % share by claim, by top 5 claims, Germany, 2008-11
                                                                                          • Most innovative products
                                                                                            • Return to origins with craft beers
                                                                                              • Targeting healthy drinking trends
                                                                                                • Cross-over to RTDs
                                                                                                  • Speciality beers for connoisseurs
                                                                                                    • Flavours for every taste
                                                                                                      • Italy
                                                                                                        • Figure 63: New product activity in beer, number of new product launches, Italy, 2008-11
                                                                                                        • Figure 64: New product activity in beer, % share by claim, by top 5 claims, Italy, 2008-11
                                                                                                      • Most innovative products
                                                                                                        • Spicy beers are fashionable
                                                                                                          • Craft beers with local character
                                                                                                            • Extra strong beers for special occasions
                                                                                                              • Spain
                                                                                                                • Figure 65: New product activity in beer, number of new product launches, Spain, 2008-11
                                                                                                                • Figure 66: New product activity in beer, % share by claim, by top 5 claims, Spain, 2008-11
                                                                                                              • Most innovative products
                                                                                                                • Private label extending into premium and alcohol-free
                                                                                                                  • Alcohol-free goes from strength to strength
                                                                                                                    • Craft beers are conquering the market
                                                                                                                      • Focus on convenience
                                                                                                                        • UK
                                                                                                                          • Figure 67: New product activity in beer, number of new product launches, UK, 2008-11
                                                                                                                          • Figure 68: New product activity in beer, % share by claim, by top 5 claims, UK, 2008-11
                                                                                                                        • Most innovative products
                                                                                                                          • Real ales for every occasion
                                                                                                                            • Real ales for festivities
                                                                                                                              • Premium brands update packaging
                                                                                                                                • Ginger beer is back
                                                                                                                                  • Alcohol-free for health conscious
                                                                                                                                  • The Consumer

                                                                                                                                    • Key points
                                                                                                                                      • Draught beer
                                                                                                                                        • France
                                                                                                                                          • Figure 69: Usage of draught beer, France, 2010
                                                                                                                                        • Germany
                                                                                                                                          • Figure 70: Usage and frequency of drinking draught beer, Germany, 2010
                                                                                                                                          • Figure 71: Types of draught beer drunk most often, by country, 2010
                                                                                                                                        • Spain
                                                                                                                                          • Figure 72: Usage and frequency of drinking draught beer, Spain, 2010
                                                                                                                                          • Figure 73: Types of draught beer drunk most often, by country, 2010
                                                                                                                                        • GB
                                                                                                                                          • Figure 74: Usage and frequency of drinking draught beer, GB, 2010
                                                                                                                                          • Figure 75: Types draught bitter, mild and stout drunk most often, GB, 2010
                                                                                                                                        • Canned/bottled beer
                                                                                                                                          • France
                                                                                                                                            • Figure 76: Usage of canned/bottled beer, by country, 2010
                                                                                                                                          • Germany
                                                                                                                                            • Figure 77: Usage and frequency of drinking canned/bottled beer, Germany, 2010
                                                                                                                                            • Figure 78: Varieties, types and package types of canned/bottled beer drunk most often, by country, 2010
                                                                                                                                          • Spain
                                                                                                                                            • Figure 79: Usage and frequency of drinking canned/bottled beer, Spain, 2010
                                                                                                                                            • Figure 80: Varieties, types and package types of canned/bottled beer drunk most often, by country, 2010
                                                                                                                                          • GB
                                                                                                                                            • Frequency analysis
                                                                                                                                              • Figure 81: Usage and frequency of drinking canned lager, GB, 2010
                                                                                                                                              • Figure 82: Usage and frequency of drinking canned beer & stout, GB, 2010
                                                                                                                                              • Figure 83: Usage and frequency of drinking bottled beer and stout, GB, 2010
                                                                                                                                            • Type analysis
                                                                                                                                              • Figure 84: Types of canned beer and stout drunk most often, GB, 2010
                                                                                                                                              • Figure 85: Types of bottled beer and stout drunk most often, GB, 2010
                                                                                                                                              • Figure 86: Types of bottled lager drunk most often, GB, 2010
                                                                                                                                            • Low alcohol/alcohol free beer
                                                                                                                                              • Frequency of use
                                                                                                                                                • Figure 87: Usage and frequency of drinking low alcohol/alcohol free beer and lager (bottles and cans), by country, 2010
                                                                                                                                                • Figure 88: Usage and frequency of drinking low alcohol/alcohol free beer and lager (bottles and cans) in-home, by country, 2010
                                                                                                                                                • Figure 89: Usage and frequency of drinking low alcohol/alcohol free beer and lager (bottles and cans) out of home, GB, 2010
                                                                                                                                              • Type analysis
                                                                                                                                                • Figure 90: Types of low alcohol/alcohol free beer and lager (bottles and cans) drunk most often, GB, 2010
                                                                                                                                              • Drinking occasions
                                                                                                                                                • Figure 91: Drinking occasions of beer/lager/ale, by country, 2010
                                                                                                                                            • Appendix – Demographic Data

                                                                                                                                                • Figure 92: Usage of draught beer, by demographics, France, 2010
                                                                                                                                                • Figure 93: Usage and frequency of drinking draught beer, by demographics, Spain, 2010
                                                                                                                                                • Figure 94: Usage and frequency of drinking draught beer, by demographics, Germany, 2010
                                                                                                                                                • Figure 95: Usage of canned/bottled beer, by demographics, France, 2010
                                                                                                                                                • Figure 96: Usage and frequency of drinking canned/bottled beer, by demographics, Spain, 2010
                                                                                                                                                • Figure 97: Usage and frequency of drinking canned/bottled beer, by demographics, Germany, 2010
                                                                                                                                                • Figure 98: Usage and frequency of drinking draught lager, by demographics, GB, 2010
                                                                                                                                                • Figure 99: Usage and frequency of drinking draught bitter, mild and stout, by demographics, GB, 2010
                                                                                                                                                • Figure 100: Usage and frequency of drinking canned lager, by demographics, GB, 2010
                                                                                                                                                • Figure 101: Usage and frequency of drinking canned beer and stout, by demographics, GB, 2010
                                                                                                                                                • Figure 102: Usage and frequency of drinking bottled lager, by demographics, GB, 2010
                                                                                                                                                • Figure 103: Usage and frequency of drinking bottled beer and stout, by demographics, GB, 2010
                                                                                                                                                • Figure 104: Usage and frequency of drinking low alcohol/alcohol free beer and lager (bottles and cans), by demographics, GB, 2010
                                                                                                                                                • Figure 105: Usage and frequency of drinking low alcohol/alcohol free beer and lager (bottles and cans), by demographics, France, 2010
                                                                                                                                                • Figure 106: Usage and frequency of drinking low alcohol/alcohol free beer and lager (bottles and cans), by demographics, Spain, 2010
                                                                                                                                                • Figure 107: Usage and frequency of drinking low alcohol/alcohol free beer and lager (bottles and cans), by demographics, Germany, 2010

                                                                                                                                            Companies Covered

                                                                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                                                                            Beer - Europe - October 2011

                                                                                                                                            £1,407.00 (Excl.Tax)