Norway Beer Market Insights 2013

Published: July 2013

Publisher: Canadean Ltd

Product ref: 176486

Pages: 114

Format: PDF

Delivery: By product vendor

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Price: $ 6612.00

Report description

Product Synopsis
A detailed market research report on the Norway 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 Norway 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?
The Norwegian beer market continued its downward trend in 2012 with consumption falling by 2%. Within the on-premise, younger consumers make less visits to pubs and bars than previous generations. Increasing levels of international travel has also led to an increase in popularity of wine.

What are the key drivers behind recent market changes?
The decline was a consequence of a number of factors, including higher prices in on-premise channels due to higher excise and an increase in raw material costs, together with a period of poor summer weather

What makes this report unique and essential to read?
The Norway 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 Norway 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
In recent years there has been a growth in Lettøl (or low 2.5% Abv alcohol) beer in Norway and Ringnes, Hansa-Borg, Aass and others have gone even further by moving towards alcohol-free beer due to the strict drink-driving law.

During 2012 there was further evidence of cross-border shopping in Sweden and Denmark for cheaper beer. In 2012 it was estimated that as much as 52 m liters of beer was lost in revenue to supermarkets, brewers and the government, as consumers are crossing the border to stock up on cheaper beer

Younger drinkers visit pubs and bars less frequently than previous generations. They are more likely to drink beer at home as it is significantly cheaper than in pubs and bars and when they do go out they drink less as consumption is curtailed by previous in-home drinking.

The Norwegian beer market is highly concentrated with Ringnes as market leader and second placed Hansa Borg accounting for more than 80% of the total consumption.

Brewers are not allowed to advertise or promote their beers in any way. This means that product differentiation cannot be fully exploited in marketing terms. Excise is raised annually, which in turn leads to increasing beer prices.

Key Highlights
Mack Brewery opened its new state of the art brewery in the Tromso region at Nordkjosbotn, costing NOK320 m in the autumn of 2012.

The leading Private Label brand Grans put its retail prices up in 2012 and the effect was to narrow the price differential with the Tuborg and Borg discount brands. As a result Private Label brands declined in volume.

In 2012 strong beers sold through Vinmonoplet shops grew by 20% from a small base.

Thanks to a small number of microbreweries, awareness of specialty beers is growing; putting beer drinkers in touch with a greater variety of products. However, these national beers, combined with international ales and stouts, still form a very niche segment of the market.

Ringnes launched Carlsberg Premium in 33cl refillable PET bottles, the first PET bottle to be introduced by Ringnes. It may be just a matter of time before we see more PET bottles on the market.

Table of contents

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 – West Europe Population Size and Growth, 2002-2013F
Table – Economic Indicators, 2004-2014F
Table – West Europe Commercial Beverage Consumption - Per Capita, 2002-2013F
Table – West Europe Commercial Beverage Consumption - Per Capita, % Share, 2002-2013F
Table – West Europe Beverage Consumption Per Capita, Growth, 2003-2013F
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 - 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 Superpremium 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 3.7 – Leading Retail Groups for Beer, 2012
Table 3.8A – Leading Distributors/Drinks Wholesalers, 2012
Table 3.8B – Leading Beer Importers, 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, 2002-2013F
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: Refillability/Type/Material/Size, 2009-2013F
Beer Distribution: On-Premise v Off-Premise, 2009-2013F
Section 4 Brewer Profiles
BREWER PROFILES
AASS BRYGGERI AS
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table – Breweries, Capacity, 000s HL
Table -  AassBryggeri Full Brand List, ABV%, Pack Type
Table – AassBryggeri Brand Volumes, 2008-2012
GRANS BRYGGERI AS
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table – Breweries, Capacity, 000s HL
Table -  Grans Bryggeri Full Brand List, ABV%, Pack Type
Table – Grans Bryggeri Brand Volumes, 2008-2012
HANSA BORG BRYGGERIER AS
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table – Breweries, Capacity, 000s HL
Table -  Hansa Borg Full Brand List, ABV%, Pack Type
Table – Hansa Borg Trade Brand Volumes, 2008-2012
INTERBEV AS
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table – Breweries, Capacity, 000s HL
Table - InterBev Full Brand List, ABV%, Pack Type
Table – InterBev Brand Volumes, 2008-2012
MACK`S ØLBRYGGERI AS
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table – Breweries, Capacity, 000s HL
Table - Mack Full Brand List, ABV%, Pack Type
Table – Mack Brand Volumes, 2008-2012
RINGNES AS
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table – Breweries, Capacity, 000s HL
Table - Ringnes Full Brand List, ABV%, Pack Type
Table – Ringnes Brand Volumes, 2008-2012
UNION BRYGGERI AS
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table – Breweries, Capacity, 000s HL
Table – Union Bryggeri Full Brand List, ABV%, Pack Type
Table – Union Bryggeri Brand Volumes, 2008-2012
SMALLER BREWERS
Coop Norge AS
NorgesGruppen ASA
Methodology
Beer Attributes Definitions
Product Definitions
Packaging Definitions
Glossary
Map

List of Tables
Table – Population Size and Growth, 1984-2015F
Table – West Europe Population Size and Growth, 2002-2013F
Table – Economic Indicators, 2004-2014F
Table – West Europe Commercial Beverage Consumption - Per Capita, 2002-2013F
Table – West Europe Commercial Beverage Consumption - Per Capita, % Share, 2002-2013F
Table – West Europe Beverage Consumption Per Capita, Growth, 2003-2013F
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
 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
Table 3.4.1 – Outlet Universe for Beer, Number/% Share, 2008-2012
Table 3.4.2 – Outlet Universe for Beer by Turnover, Value/% Share, 2008-2012
Table 3.5.1 – Leading Retail Groups for Beer – Number/% Share, 2008-2012
Table 3.5.2 – Leading Retail Groups for Beer – Turnover/% Share, 2008-2012
Table 3.7.3 – Leading private Labels for Beer, 2012
Table 3.8.1 – Leading Beer Distributors/Wholesalers, 2012
Table 3.8.2 – Leading Beer Importers, 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, 2002-2013F
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: Refillability/Type/Material/Size, 2009-2013F
Beer Distribution: On-Premise v Off-Premise, 2009-2013F

List of Figures
Chart – Leading Brewers/Importer, 2012
Chart – Consumption by Pack Material/Type, 2012
Chart – Distribution by Channel, 2012
Chart – Consumption by Price Segment, 2012
Table – West Europe Beverage Consumption Per Capita, Growth, 2003-2013F

Price: $ 6612.00

Related research categories

By sector: Beer (in Beer & Cider)

By market: Norway (in Europe)