El Salvador Beer Market Insights 2013
A detailed market research report on the El Salvador 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 El Salvador 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?
The beer market had some innovations in 2012, as some imported beers began competing with national market leaders in the mainstream, premium, and super premium segments.
What are the key drivers behind recent market changes?
Although beer consumption in El Salvador is very low compared with other countries, new launches boosted this category and buffered falls in consumption.
What makes this report unique and essential to read?
The El Salvador 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 El Salvador 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 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
El Salvador suffered the slowest pace of GDP growth in Central America with a growth of just 1.3%
The country is very vulnerable to natural phenomena such as floods and tropical storms, affecting the agricultural sector and making it very volatile. It is expected this situation will be increased due to climate change.
The fiscal reform approved in 2011 was implemented 2012. Some of the main changes will apply to alcoholic beverage, tobacco, juice and energy drinks and gasoline. All alcoholic beverages will have to pay an additional tax of 5% over the sale price, also a differentiated tax will be applied to each of the beverages according to its Abv%.
There is a strong competition in the beer market from sprits, especially vodka, rum and whisky.
The brewing industry is dominated by La Constancia, owned by SABMiller since 2005. This is the country's only brewery and it is also a strong player in the soft drinks industry as it distributes Coca-Cola products.
The beer market experienced an extraordinary year with a growth of over 11%, the main source of the market dynamism is the affordability strategy, undertaken by La Constancia, in which the brewer has been measuring the affordability index, which measures how many working hours it takes a Salvadoran to buy a beer.
There is wide variety of imported premium brands, which are experiencing a growth as there is a niche in the consumer base which is interested in tasting unique beers.
La Constancia experienced an important growth rate during 2012, driven by brands such as Regia with 24%, Golden Light with 15% and Pilsener with 12%. This growth was mainly driven by having a favorable price point.
Multipacking performed well during 2012, as La Constancia introduced 15 packs and 24 packs in cooler presentations.
On-premise accounts for the remaining 61%. It is 100% represented by EDAs, which experienced a growth of 21%; the highest of the industry.
Table of contents
Section 1 Market Context
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, 2012
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
Beer Key Facts
Current and Emerging Trends
Imports and Exports
Top 10 Beer Brands - Volume, 2010-2012
Top 10 International Premium and Superpremium Beer Brands - Volume, 2010-2012
Licensed Brand Owners and Licensees
Private Label/Private Label Producers
New Products Activity
Chart – Leading Brewers/Importer, 2012
Chart – Consumption by Pack Material/Type, 2012
Chart – Distribution by Channel, 2012
Chart – Consumption by Price Segment, 2012
Market Valuation and Pricing
Beer Market Valuation (Local Currency), 2011-2013F
DISTRIBUTION AND PRICING TABLES
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
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: Refillability/Type/Material/Size, 2009-2013F
Beer Distribution: On-Premise v Off-Premise, 2009-2013F
Section 4 Brewer Profiles
INDUSTRIAS LA CONSTANCIA - part of SABMiller (BevCo)
Table – Breweries, Capacity, 000s HL
Table - Industrias La Constancia Full Brand List, ABV%, Pack Type
Table – La Constancia Brand Volumes, 2008-2012
AMBEV CENTROAMERICA SA (A-BINBEV)
PEPSI EL SALVADOR
Pepsi El Salvador Brand Volumes, 2008-2012
CETOR SA DE CV
Beer Attributes Definitions
List of Tables
Table 1: El Salvador Population Size and Growth, 1991-2015F
Table 2: Latin America Population Size and Growth, 2002-2013F
Table 3: El Salvador 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 Superpremium 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 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: Refillability/Pack/Size, 2009-2013F
Table 44: Beer Distribution: On vs Off Premise, 2009-2013F
Table 45: Breweries Capacity (000s Hl)
Table 46: Industrias La Constancia Full Brand List
Table 47: La Constancia Brand Volumes 2008-2012
Table 48: Company AMBEV CENTROAMERICA SA (A-BINBEV)
Table 49: Company CERVECERIA CUAUHTEMOC
Table 50: Company DISTRIBUIDORA IMPROMO
Table 51: Company CETOR SA DE CV
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
The just-drinks office is currently: Open
Office opening hours
The office is closed during weekends.
Current time at just-drinks headquarters: 3:58pm (Thursday, 5 December 2013)