Vietnam Beer Market Insights 2013

Vietnam Beer Market Insights 2013

Published: July 2013
Publisher: Canadean Ltd
Product ref: 176746
Pages: 90
Format: PDF
Delivery: By product vendor

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Product Synopsis
A detailed market research report on the Vietnam 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 Vietnam 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?
Despite the economic downturn, beer is still growing well, with premium beers growing ahead of mainstream and discount beers. Mergers and acquisitions are on the increase as industry leaders seek to gain a foothold in the emerging Asian markets.

What are the key drivers behind recent market changes?
Vietnam remains the largest beer market in South East Asia and is one of the most attractive destinations for worldwide investors. The slight decrease in growth was mostly due to the economic difficulties which reduced consumer spending. The prolonged winter in the north also hindered beer consumption in this area for five months of the year. However, drinking beer has become a deeply rooted habit and a drinking culture for many consumers. Increases in tourism and a more social lifestyle also contributed to the growth of beer in 2012.

What makes this report unique and essential to read?
The Vietnam 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 Vietnam 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
The Vietnam beer market in 2012 grew slightly less than in 2011 but still managed 9% growth, with total beer consumption of over 34 m hl.

In 2012, the premium beer segment grew at 18% compared to the 8% of the mainstream segment. Although the consumption volume of premium beers is only about one fifth that of mainstream, such a high growth has shown that there is an increasing number of consumers who are willing to pay for a premium product.

Preferential investment policies, together with shortened procedures on paper work and permission granting, appear to be good reasons for the increasing trend of M&A. Thus a more competitive landscape is expected for Vietnam's beer market in the near future.

In 2012, Vietnam GDP grew by 5.03%, missing the government target of 5.2% set at the beginning of the year. Industry and construction, which make up almost half of total GDP, grew only 4.52% in 2012.

Typically peaking at about 39°C in June to September, the peak season for beer consumption in the north of Vietnam was hindered by the prolonged winter in 2012, reducing volume consumption over this critical period.

Key Highlights
Merger and acquisition activity took place in 2012, of which the most noticeable case was Heineken taking control of Asia Pacific Breweries, the producer of the Tiger brand, in Q4-12. The takeover will enable the company to execute a more thorough and strategic plan in Asia, including Vietnam - one of its most important markets.

Sapporo, a new entry to the Vietnamese market, was very quick to implement a series of activities to spread its brand as fast as possible, sponsoring several cultural events such as music and beer festivals throughout Vietnam.

Aggressive activities by key players with strong financial status and solid experience have posed a great threat to the small local breweries with out of date technology, small market coverage, low marketing budgets and limited access to capital.

About 10% of beer is unpackaged. This consists of 'bai hoi' draft beer which originated in North Vietnam. It is unpasteurized beer with a low alcohol content (approximately 3%) that is sold in mugs in street bars and stalls. Each day a fresh batch is brewed and sold at a much lower price than draft or bottled beer.

Approximately 70% of all beer consumed in Vietnam was accounted for by on-premise channels, mainly thanks to the habit of Vietnamese consumers drinking beer away from home.

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Related research categories

By sector: Beer (in Beer & Cider)

By market: Vietnam (in Asia)

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