Premium beer in emerging markets – forecasts to 2016

The global beer market is currently in the process of recovering from the economic downturn. With recession striking the US and the sovereign debt crisis placing the eurozone under strain, beer sales, along with those of all other non-essential consumer goods, have been impacted over the last four years. Previously reliable Western beer markets are now beset with unemployment, reduced spending and high fuel costs.

This first edition report from just-drinks takes a look at the major markets for premium beer across the developing world. As the BRIC nations, plus many of their smaller, newly industrialising neighbours, represent huge potential for growth, this report offers unique insight and analysis for beer brand owners, marketers and strategists and will input into your strategic planning process.

Coverage includes:

- 18 major market profiles
- Historic and forecast beer production volumes for 20 emerging markets
- Actual and forecast premium beer sales by each major region
- Brand and company 2011 market shares in over ten markets
- Insight from leading beer companies

Extracts:

"The Philippines, unlike Thailand, has no such objections to alcohol consumption because of its mixed and diverse range of cultural and ethnic influences, and its beer industry appears to be developing well. However, the majority of sales stem from low-cost beers, with which the market is steadily becoming saturated. This means that there is room for a premium brand to establish a presence, but any multinational seeking to do so would need to carefully define their product as being upmarket and strongly differentiated from existing brands."

"A-B InBev has recently stressed a commitment to Russia and Ukraine where it will continue to use SUN InBev to tackle Baltika’s control and a new threat from Efes. Its plans for the rest of Eastern Europe are less clear-cut since it effectively abandoned the region in 2009. A return could be on the cards if the company chooses to repurchase what is now StarBev from CVC though these assets look increasingly likely to go to either Japanese brewer Asahi or Molson Coors of the US."

"Presently, premium beers remain a very niche segment in Brazil accounting for only around 5% of the market although further growth is predicted as manufacturers gain confidence following the success of Stella Artois and Bavaria Premium, both of which were launched in 2005, and continue to introduce new brands. However, the converging market drivers could also conspire to spark increasing wine sales, directly challenging the emergence of a widespread premium beer drinking culture. Beer is more established in Brazil than in many of its South American neighbour states because of its long association with Germany as well as Portugal, tracing back to a wave of German mass immigration in the 1820s and explaining the country’s enduring taste for traditional pilsners. From this strong base, we see Brazilian beer production reaching 17.25m kl in 2016."

Table of contents

Categorisation notes
What is premium beer?

Introduction
Global beer market
Size of premium beer market
Emerging market structure

Chapter 1 Asia
China
India
Vietnam
Thailand
Philippines

Chapter 2 Eastern Europe
Russia
Poland
Ukraine

Chapter 3 Latin America
Brazil
Mexico
Venezuela
Argentina
Colombia

Chapter 4 Middle East and Africa
Egypt
Ghana
Nigeria
South Africa
Turkey

Chapter 5 Conclusion
Size of premium beer market by 2016
Analysis by region
Future prospects for the major brands

List of tables
Table 1: Beer production by major market, 2006-2016 (m kl)
Table 2: Premium beer market sales by region 2010-2016 (m kl)
Table 3: Beer production in Asia by major market, 2006-2016 (m kl)
Table 4: Beer production in Eastern Europe by major market, 2006-2016 (m kl)
Table 5: Beer production in Latin America by major market, 2006-2016 (m kl)
Table 6: Beer production in Middle East and Africa by major market, 2006-2016 (m kl)
Table 7: Premium beer market sales by region 2010-2016 (m kl)

List of figures
Figure 1: Market share of beer brands in China, 2011 (%), est
Figure 2: Market share of premium beer brands in India, 2011 (%), est
Figure 3: Market share of premium beer brands in Russia, 2011 (%), est
Figure 4: Market share of leading beer companies in Ukraine, 2011 (%) est
Figure 5: Market share of leading beer companies in Bulgaria, 2011 (%), est
Figure 6: Market share of leading beer companies in Bulgaria, 2011 (%), est
Figure 7: Market share of leading beer brands in Colombia, 2011 (%), est
Figure 8: Market share of leading beer brands in Egypt, 2011 (%), est
Figure 9: Market share of premium beer brands in Ghana, 2011 (%), est
Figure 10: Market share of premium beer brands in South Africa, 2011 (%), est
Figure 11: Market share of beer companies in Turkey, 2011 (%), est

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By sector: Beer (in Beer & Cider)