2013 Was a Broadly Stable Year, With a Slight Decline of Under 1% Due to Reduced Consumer Spending Mainly in the On-premise Market, According To a New Study On ASDReports

Wednesday 30 July 2014, Amsterdam

Report description overview:
The new report now available on ASDReports, provides an exhaustive examination of brand, distribution and packaging data across the Spanish beer market for 2013. This report places emphasis on textual analysis, divulging the drivers behind the data, and includes brand and packaging volume data along with values for distribution data. This report is a fundamental tool for key players across the region in the Spanish Beer Market.

The difference:

• This report details how certain niches may be a valuable opportunity for the industry in a time of depressed spending.
• Gain an understanding of detailed data segmented by many attributes, giving you a cohesive picture of the market.
• Provides Insight into the implications behind the data, including the drivers of trends and the performance of brands and brewers, allowing you to identify opportunities and threats within the Spanish market.

Report highlights:

To face the challenging environment of a declining and aging population some brewers introduced dramatic innovations to capture new beer drinkers or to keep core consumers interested. An example is the Radler lager beer mix variants introduced by Heineken, a re-formulated variant of former panache beer, only containing 40-45% of beer while the rest is soft drink with lemon juice. Spain was one of the nine European countries where the Radler variant has been introduced.

The split between the on/off-premise markets stood at 50%/50% compared to 52%/48% in 2012, highlighting how on-premise presence share is being eroded off-premise. Traditional on-premise is still under significant pressure causing closures and loss of younger consumers.
Consumer behaviour was smarter and quite sensitive to price promotions or to any other products offering added value. In the case of the on-premise, market young adult consumers suited their visits to an extended weekend timing now starting at Friday evening with a drop of after work daily occasions.

Beer remains a very affordable beverage largely preferred for accompanying meals or snacks.
The preferred type of beer, by local definition, is Corriente. This is a low fermented lager type beer with moderate alcohol content consumed as a refreshing drink in social situations. The key characteristic of Corriente beer is the very competitive price point, always below that of soft drinks, when served draught and chilled. Corriente beer is drunk for rehydration, with consumption peaking in hot temperatures while suffering setbacks when temperatures are colder than average.