The Premium Beer Market 2013

The Premium Beer Market 2013

Published: October 2013
Publisher: Canadean Ltd
Product ref: 193675
Pages: 176
Format: PDF
Delivery: By product vendor

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Product Synopsis
This report provides an overview of the market for premium beer and the drivers behind the growth in the category

Introduction and Landscape
Why was the report written?
Defining premium is potentially a very contentious issue.

What is the current market landscape and what is changing?
Premium beers have consistently outperformed the overall market. On a global scale Premium beers are growing at 3.6% (5 year CAGR), compared to the overall market growth of 1.8%.

What are the key drivers behind recent market changes?
Premium beer drinkers tend not to be those most severely affected by a reduction in spending power, and, as belts are tightened, consumers seek better value for money, and are prepared to spend a little extra for what they perceive as a superior product.

What makes this report unique and essential to read?
This report uses Canadean’s unique price segmentation methodology to define premium beers and builds upon Canadean’s granular data researched by “on-the-ground” analysts.

Key Features and Benefits
This report provides readers with an excellent way of gaining an understanding of the dynamics and structure of premium beer category worldwide. Data includes volumes from 2008 to 2012 plus provisional data for 2013.

This report uses a Canadean's unique price segmentation methodology to define premium beers, and also focuses on the Premium International Lager Segment (PILS)

This report provides data and analysis of the performance of both domestic and international premium brands.

This report profiles the premiumisation strategies of the five leading global brewing groups.

Key Market Issues
Defining premium is potentially a very contentious issue. The simple use of the word premium on a label or in a brand name does not in itself confer premium attributes on a product. The concept of premium is ultimately subjective in the mind of the consumer, but can be distilled to the 5 P’s:

Premium beers have consistently outperformed the overall market. On a global scale Premium beers are growing at 3.6% (5 year CAGR), compared to the overall market growth of 1.8%.

Faced with slowing growth rates in mature markets, the imperative for all major international brewing groups is to increase margins through premiumisation of their portfolios. Premium brands make up a significant proportion of most brewers volumes. However their strategies vary considerably.

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By sector: Beer (in Beer & Cider)


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