Costa Rica Beer Market Insights 2010

Document Sample
Costa Rica Beer Market Insights 2010 Powered By Docstoc
					BEER SERVICE
Canadean Contacts:
Debra Richards, Sales Support Manager: +44 (0)1256 394227
Alison Bodnar, Sales Support Administrator: +44 (0)1256 394287




Copyright
Information contained in Canadean reports is confidential and for use only by clients of Canadean with valid contracts.
All copyright in these publications is reserved. No part of this report may be reproduced, stored in a retrieval system, or
transmitted, in any form or by any means (electronic, mechanical, photocopying, recording or otherwise) without prior
permission of the copyright owners.

Liability
Whilst every effort has been made to ensure that information contained in this report is accurate and that opinions
expressed are sound, Canadean Ltd cannot be made liable for any errors, omissions or incorrect information or for any
loss or consequential losses arising as a result of decisions taken based on the contents of this report.

Canadean prints its reports on 100% recycled paper using 80% post consumer waste.
Wisdom Databases and Reports available from the Canadean Beer Service in 2010:




 Asia

       Australia                   Indonesia                     Philippines                Taiwan
       China (+ 4 regions)         Japan                         Singapore                  Thailand
       Hong Kong                   Malaysia                      South Korea                Vietnam
       India

 Americas
       Argentina                   Chile                          Guatemala                  Panama
       Brazil                      Colombia                       Honduras                   USA
       Canada                      Costa Rica                     Mexico                     Venezuela
                 (1)
       Caribbean                   El Salvador                    Nicaragua

 West Europe
       Austria                     Germany                        Italy                      Spain
       Belgium                     Greece                         Netherlands                Sweden
       Denmark                     Ireland (Republic)             Norway                     Switzerland
       Finland                     Ireland (Northern)             Portugal                   United Kingdom
       France

 East Europe
       Bulgaria                    Hungary                        Romania                    Slovenia
       Croatia                     Latvia                         Russia                     Turkey
       Czech Republic              Lithuania                      Serbia                     Ukraine
       Estonia                     Poland                         Slovak Republic

 In addition to above reports, topline data is also available for another 120 countries.
 (1)
       Includes data on: Antigua, Aruba, Bahamas, Barbados, Belize, Bermuda, British Virgin Islands, Cayman Islands,
       Cuba, Dominica, Dominican Republic, Grenada, Guadelupe, Guyana, Haiti, Jamaica, Martinique, Netherlands
       Antilles, Puerto Rico, St Kitts, St Lucia, St Vincent, Surinam and Trinidad & Tobago.




       Global Beer Trends – Excel Report
       Global Brewer Analyser – Excel Report

For more information on Canadean’s Beer Service, Wisdom or any of Canadean’s other beverage services or consulting,
please contact Canadean: tel +44 (0)1256 394224, email sales@canadean.com or visit www.canadean.com
Methodology
Beer Attributes Definitions
Product Definitions
Packaging Definitions
Glossary
Map




                                         Contents
                              Beer Service/Jun-10   1
    Contents
2   Beer Service/Jun-10
Caveat: We have updated our population data and also changed sources; previously, the population
data was based on UN data and we have moved to IHSGlobal Insights (IHSGI). The full time series has
been updated so that per capita trends remain intact.

Population data is put together by IHSGI from a range of sources, including UN, local national statistical
offices, IMF and OECD. For further information please see www.ihsglobalinsight.com.




                                                                                 Data Revisions Summary
                                                                                     Beer Service/Jun-10   1
    Data Revisions Summary
2   Beer Service/Jun-10
Executive Summary
Beer Service/Jun-10   1
Cerveceria Costa Rica faced obstacles but economy still grew

In 2009 the Costa Rican economy was affected by the global economic crisis, which led to a decrease in
external demand; together with slower growth in domestic demand, it showed a contraction in local economic
activity. Despite this contraction, in the second half of the year there were clear signs of economic recovery.

Cerveceria Costa Rica (CCR), the leading company and local operator in the Costa Rican beer market, holds
a share of 99% and had a small increase during 2009 (with an almost flat volume). Company growth was
offset by the economic situation and a new driving law that was enforced, but the wide portfolio of brands,
innovation and strong commercial strategy led the company to perform well and maintain its healthy position in
the market.

Innovation: a key factor to maintain market trends

CCR considers innovation to be a key driver of growth to retain leadership for its brands, especially in hard
times like the one the beer market went through in 2009. There were significant launches aimed at invigorating
the company’s beverage business. Particularly interesting was the introduction of Imperial Silver, a brand
extension of the leading brand which was originally intended to be only an ‘in and out’ product, together with
Bremen, an old brand that was withdrawn by its original owner some years before it became part of CCR’s
operations. Both brands are showing signs of minor growth.

Products to watch

Imported beer still represents a small volume of the total market although with the development of free trade
agreements, foreign brands may become stronger as they become more competitive with local brands in the
market.

The premium segment is a growing market that may see further increases as new products enter it. ‘In and
out’ products such as Imperial Silver play an important role, as they can be incorporated into the regular
portfolio of products, depending on their performance and results during the time they are on the market.




      Executive Summary
2     Beer Service/Jun-10
Market Environment ............................................................................................................................................ 2
The Consumer Palate ......................................................................................................................................... 3
All Commercial Beverages .................................................................................................................................. 3
Legislation and Taxation ..................................................................................................................................... 3

Table 1.1.1 – Population Size and Growth 1982-2012F ..................................................................................... 4
Table 1.2 – Economic Indicators, 2001-2011F ................................................................................................... 5
Table 1.3 – Average Monthly Temperatures (Juan Santamaria) 2005-2009...................................................... 5

Table 1.5.1 - Taxation Base ................................................................................................................................ 6
Table 1.5.2 - Historical Excise Rates of Beer ............................................
				
DOCUMENT INFO
Description: Synopsis Canadean’s 2010 Costa Rica Beer Market Insights report provides a comprehensive view of the industry structure, latest industry developments and trends within this market. Comprising of textual analysis and data tables, the report includes comprehensive analysis of the market including legislation and taxation information and a detailed overview of current and emerging trends. The report looks at the structure of the beer industry, with profiles of the leading players. Comprehensive market segmentation data (by price segment; by alcoholic strength; by local segmentation; and by beer type) is backed up by market valuation and pricing data, including selected consumer beer prices. A detailed analysis of all major domestic and imported brands is provided, including a review of new product activity in 2009. Distribution channels (on- vs off-premise) are analysed and packaging trends including beer consumption by pack material, type, size, and refillable vs non-refillable are also included. Summary Canadean’s 2010 Costa Rica Beer Market Insights report provides a comprehensive view of the industry structure, latest industry developments and trends within this market. Comprising of textual analysis and data tables, the report includes comprehensive analysis of the market including legislation and taxation information and a detailed overview of current and emerging trends. The report looks at the structure of the beer industry, with profiles of the leading players. Comprehensive market segmentation data (by price segment; by alcoholic strength; by local segmentation; and by beer type) is backed up by market valuation and pricing data, including selected consumer beer prices. A detailed analysis of all major domestic and imported brands is provided, including a review of new product activity in 2009. Distribution channels (on- vs off-premise) are analysed and packaging trends including beer consumption by pack material, type, size, and refillable vs
BUY THIS DOCUMENT NOW PRICE: $2519.55 100% MONEY BACK GUARANTEED
PARTNER Canadean
Canadean has long held a reputation with FMCG markets for providing specialist business information by conducting detailed industry and consumer research, supported by insightful value-added analysis. We cover the entire spectrum of the consumer value chain from suppliers, brand owners, distribution channels and consumer insight. By researching markets in a holistic way, Canadean’s research methodology enables clients to make informed strategical decisions that are founded on robust and reliable data and market insights. We specialise in online survey panels, qualitative and quantitative in-country research, industry analysis and consultancy. Canadean’s dedicated in-country researchers and analysts have an industry background in marketing, market research, consulting and advanced statistical expertise. They are well positioned in the industries themselves and therefore, best placed to ask the right questions of the right people. This network of professional researchers stretches across more than 80 countries, enabling Canadean to conduct unique research via our trusted business communities.