The beer market in France grew with brewers launching new brands. Flavored beer developed further in 2015 with new launches. Mainstream and discount brands continued to decline due to the effect of beer taxes introduced in 2013 and increased competition from superpremium brands. PL continued to decline as price competition among retailers made branded products far more competitive.
- Superpremium beers grew due to increased consumer demand and product innovation
- Ongoing price wars among retailers led to price promotion and additional volume
- Lots of innovation and launches helped attract new consumers to the market
- FIFA World Cup helped on-premise sales due to the increased footfall
Canadean's France Beer Market Insights 2015 Report provides a complete overview of the France beer industry structure offering a comprehensive insight into historical background trends, 2014 performance and 2015 outlook. Covering total market (on and off-premise) the report details:
- 2010-2014 actual detailed beer consumption volume data by segment, brand, brewer, packaging and distribution (on-/off-premise), with 2015 forecasts
- Top line production, import, export and consumption volume from 2004-2014 with forecasts for 2015
- Value by distribution channel 2010-2014, with 2015 forecasts
- 2013-2015 selected on-/ off-premise retail prices
- Details of key beer new product launches in 2014 by company
- Overview of the competitive landscape in the beer market, with analysis of key company performance
- Insightful and valuable analysis of the drivers behind both current and emerging trends in the beer market
- Data is also available in excel format
- Gain an in-depth understanding of the dynamics and structure of the France beer industry, from the latest competitive intelligence of both historical and forecast trends to enhance your corporate strategic planning
- Evaluate the current emerging trends and future growth opportunities in the France beer market to support your brand development and marketing initiatives
- Understand volume vs value trends and identify the key growth opportunities across the super-premium, premium, mainstream and discount segments to best target profitability
- Analyse domestic and imported beer brand performance and determine the key trends driving consumption preference to develop a competitive advantage
- Interrogate the unique granularity of our data to analyse the market on a variety of levels to make well-informed decisions on future threats and growth prospects in the marketplace for your company
- Use our new powerpoint add-on to quickly absorb a succinct summary of the key trends in the France beer market
- View a selection of the key 2014 product launches and identify competitor activity and product innovation and differentiation prospects
2 EXECUTIVE SUMMARY
3 MARKET CONTEXT
3.1 Market Context
3.2 Market Parameters Tables
3.3 Legislation and Taxation Tables
4 MARKET BACKGROUND BRIEFING
5 MARKET UPDATE
5.1 Market Commentary
5.2 New Products and Photo Shots
5.3 Packaging Trends
5.4 Beer Pricing Tables
5.5 Beer Data Tables
6 BREWER PROFILES
7.2 Methodology and Product Definitions
LIST OF FIGURES
Figure 1: Beer Leading Brewers/Importers, 2014
Figure 2: Beer Consumption by Pack Material/Type, 2014
Figure 3: Beer Distribution by Channel, 2014
Figure 4: Beer Consumption by Price Segment, 2014
Despite challenging meteorological and economic circumstances, beer consumption in France increased in 2012, with Heineken assuming the market leader role in off-premise channels, whilst Kronenbourg retained its position as the total volume leader in the country. The recently implemented tax increase however, has cast a shadow of concern over the beer category in France for 2013, but with a full picture of its consequences yet to be determined, it remains poised as a sword of Damocles precariously hung over the French Beer sector.
For organizations that have a stake in the French beer market, a proper understanding of the broader context of life in France, and beer’s place in it, is paramount to successfully capitalizing on the opportunities the market presents.
Economic Factors Influence Consumption Patterns
The economic situation and the fast-paced lifestyle strongly influence the consumption patterns of the French. Whilst the country is known for its haute-cuisine and gastronomic heritage, the daily life of most French people is very different, with extensive lunches replaced by fast food or the consumption of prepared food from home in the workplace: both time and money have been huge drivers of this development.
Beer Struggles Against Wine
In light of the close relationship between the French and wine, it is perhaps not surprising that beer consumption per capita is comparatively low. The traditional French luxe beer, with its strong position in on-premise, has recorded declining volumes over the past three decades. Belgian beer inspired many premium and specialty beers that have enjoyed increasing popularity in recent years. Furthermore, beer mixes have enjoyed growing success in recent years, and are mainly consumed by women or young adults. Following the outstanding performance of Desperados, brewers have moved to flood the market with copycat versions at entry-level prices.
Despite the changes in lifestyle and consumption patterns, the French love of good food is deeply ingrained in the nation’s soul. Thus, it is not surprising that France is a distinct wine-drinking nation, with wine being the beverage of choice to accompany meals, and often playing a central role as an ingredient for traditional recipes. Brewers try to capitalize on the French love of good food and cooking by offering a variety of recipes that utilize beer as an ingredient on their websites.
With the challenging cultural and economic environment for Beer in France, brewers must be highly sensitive to current and emerging trends in the market in order to capitalize on revenue boosting opportunities.
Revival of the 75cl Glass Bottle
The 75cl glass bottle experienced a revival in 2012, driven by the activities of major brands. Dutch brewer Bavaria for example, launched a 75cl glass bottle; Saint-Sylvestre utilized this packaging solution for their specialty beer Gavronche, and Ci’ti implemented price promotions especially for this pack type. Against the background of most glass packaging being in decline, this trend is even more remarkable.
Specialty Beers & Consumer Desire for Indulgence Fuel Market Development
The upward movement of specialty beers continue to generate volume increases, and not only among the large brewery groups: growth opportunities for smaller brewers opened as consumption patterns changed. Consumers are seeking a unique experience as indulgence becomes a greater driver for consumption. Consequently, special beers such as spring or Christmas variants increased in popularity.
Pries play a minor role in the purchasing behavior, evidenced by the fact that many brands successfully increased their prices without experiencing any volume losses, whilst Private Label products are continually losing market share.
Furthermore, French consumers are open to new beer variants, as the French beer market is highly influenced by foreign beer brewing traditions, due to the high market share of imported beer (around 40% of total beer volume in France).
The increased beer tax that came into action in January 2013 has significant implications for the market’s development. Large brewers in particular will experience a huge (160%) increase that will be passé on to the consumer.
Consequently, the positive development seen since 2011 is, therefore, expected to end. Experience with the soft drinks tax n France suggests that volume will decline noticeably; the downward trend of alcohol free beers and panache (shandy) are expected to continue as the unfavorable weather seen for much of 2013 has hindered their positive development. Altogether, general trends are expected to continue, whilst the overall market is expected to decline as a precipitant consequence of external influences such as tax, the weather, and mediocre economic development.
The material was prepared in August, 2013.
Table 1: Data Revisions Summary
Table 2: France Population Size and Growth, 1986-2017F
Table 3: West Europe Population Size and Growth, 2004-2015F
Table 4: France Economic Indicators, 2006-2016F
Table 5: West Europe Commercial Beverage Consumption - Per Capita, 2004-2015F
Table 6: West Europe Commercial Beverage Consumption - Per Capita % Share, 2004-2015F
Table 7: West Europe Commercial Beverage Consumption - Per Capita Growth, 2005-2015F
Table 8: Taxation Base
Table 9: Historical Excise Rates of Beer
Table 10: Legal controls on Beer
Table 11: Tax Burden on Beer @ 5% Abv, 2014
Table 12: Leading Retail Groups for Beer 2009-2014 (number of outlets)
Table 13: Beer Key Facts
Table 14: Top 10 Beer Brands - Volume, 2012-2014
Table 15: Top 10 International Premium and Superpremium Beer Brands - Volume, 2012-2014
Table 16: Licensed Brand Owners and Licensees
Table 17: Beer Market Valuation (Local Currency), 2013-2015F
Table 18: Trade Margin Build-Up Model
Table 19: Selected Consumer Beer Prices: On-Premise, 2013-2015
Table 20: Selected Consumer Beer Prices: Off-Premise, 2013-2015
Table 21: Beer Production/Trade/Consumption 000 HL, 2004-2015F
Table 22: Beer Production/Trade/Consumption - Growth, 2004-2015F
Table 23: Consumption of FABs and Cider (000 HL), 2004-2015F
Table 24: Beer Foreign Trade By Country (Imports), 2011-2015F
Table 25: Beer Foreign Trade By Country (Exports), 2011-2015F
Table 26: Beer Market Valuation (Local Currency), 2013-2015F
Table 27: Beer Consumption by Local Definition, 2011-2015F
Table 28: Beer Consumption by Standard Price Segmentation, 2011-2015F
Table 29: Beer Consumption by Alcoholic Strength, 2011-2015F
Table 30: Beer Consumption by Type, 2011-2015F
Table 31: Beer Consumption by Geographic Scope, 2011-2015F
Table 32: Beer All Trademarks, 2010-2014
Table 33: Beer Brands by Local Definition, 2010-2014
Table 34: Beer Brands by Standard Price Segment, 2010-2014
Table 35: Beer Brands by Alcoholic Strength, 2010-2014
Table 36: Beer Brands by Type, 2010-2014
Table 37: Imported Brands by Origin, 2010-2014
Table 38: Beer Licensed Brands, 2010-2014
Table 39: Beer Private Label Brands, 2010-2014
Table 40: Beer Trademark Owners, 2010-2014
Table 41: Beer Local Operators, 2010-2014
Table 42: Beer leading Brewers/Importers, 2010-2014
Table 43: Beer Consumption by Pack Mix: Refillability/Pack/Size, 2011-2015F
Table 44: Beer Distribution: On vs Off Premise, 2011-2015F
Table 45: A-BInBev France Brand Volumes 2010-2014
Table 46: Brasserie Bavaria (France) Brand Volumes 2010-2014
Table 47: Kronenbourg Brand Volumes 2010-2014
Table 48: Castelain Brand Volumes 2010-2014
Table 49: Duyck Brand Volumes 2010-2014
Table 50: Brasseurs de Gayant Brand Volumes 2010-2014
Table 51: Brasseries Heineken Brand Volumes 2010-2014
Table 52: Karlsbrau France Brand Volumes 2010-2014
Table 53: Meteor Brand Volumes 2010-2014
Table 54: TCB Beverages Brand Volumes 2010-2014