Philippines Beer Market Insights Report 2015

Date: August 31, 2015
Pages: 84
US$ 2,800.00
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Publisher: GlobalData
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)

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Philippines Beer Market Insights Report 2015

An improved economy and customer habits helped the beer market grow despite industry expectations. An improved relationship with the Asia Brewery distributors has meant that its network now reaches growing cities. Port congestion which lasted several months slowed down the entry of imported beers. Another driver for growth was the lack of a natural disaster, when two were seen in 2013.

  • The category was able to edge forward despite the industry expectations
  • San Miguel to promote new variants of beer along with its core brands
  • Asia Brewery has managed to stretch its distribution to the newly growing cities
  • Reformation and new alliances were seen in 2014

Canadean's Philippines Beer Market Insights 2015 Report provides a complete overview of the Philippines 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 Philippines 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 Philippines 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 Philippines beer market
  • View a selection of the key 2014 product launches and identify competitor activity and product innovation and differentiation prospects



3.1 Market Context
3.2 Market Parameters Tables
3.3 Legislation and Taxation Tables



5.1 Market Commentary
5.2 Packaging Trends
5.3 Beer Pricing Tables
5.4 Beer Data Tables



7.1 Disclaimer
7.2 Methodology and Product Definitions
7.3 Map


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


Asia Brewery Incorporated
San Miguel Brewery Inc

Due to challenging economic circumstances, the beer market in the Philippines was generally flat and fairly non-eventful in 2012 with limited NPD. Of the top five umbrella brands controlling over 99% of the market, only Red Horse (San Miguel Philippines) managed to see growth. As a result the leading brewer maintained volumes whilst the competition suffered minor, but only minor, sales contractions. Asia Brewery has also indicated strong opposition against proposed measures that would impose a 140% increase in taxes on low-priced beer, which represent the bulk of sales, amid publicly reports fears that such a measure would lead to a collapse of the market. This has cast a shadow of concern over the beer category in the Philippines for 2013, but with a full picture of its consequences yet to be resolute.

A flat year

Following 2% growth in 2011, which was already significantly down on the previous year's performance, 2012 saw a flat beer market with most umbrella brands losing volume. The main bright spot came from Red Horse (+2%). It was largely the performance of this leading brand that prevented the whole category from dipping into a decline. Discount beers suffered the biggest volume loss (-1%), mainstream (eg Red Horse) and premium brands (San Miguel Light) overall were more stable. Brand shifting was a major inhibiting factor stunting category development. In addition, San Miguel Pale Pilsen, the number two brand, lost out as its audience is getting older and shrinking. But, despite flat volume sales, the San Miguel brewery reported a 5.7% increase in total revenues in 2012.

Red Horse prevents market fall

Red Horse, the extra strong lager sold by San Miguel Philippines, is the outstanding brand in terms of volume and achieved the greatest increase in incremental volume last year as most of the competition saw sales dip. Its market share increased by one percentage point rising up to just under 56% of category sales. Stable mate San Miguel did not fair so positively. Whilst the recently introduced (2011) flavored variants expanded well off their low base, the only other variant to see any gain was San Mig Light. It appeals to the calorie-conscious, although it carries an Abv of 5%.

A restrained performance in 2012

San Miguel Philippines, the local operator for the San Miguel Corporation, managed to maintain sales last year whilst all of its competitors suffered to some extent. In terms of incremental volume losses, the main casualty was Asia Brewery which saw a volume drop of almost 37 th hl (-2%). In fact San Miguel's positive performance was only possible because Red Horse, the ultimate brand leader in the market, managed to add a little volume to counterbalance contractions elsewhere in the brewer's portfolio. Red Horse has seen consistent annual growth but the momentum suffered in 2012 with sales up by less than 2% (it grew by almost double-digits in 2010).

New sin taxes imposed on alcohol in 2012

Value Added Tax (VAT) is levied on the sale of goods and services and on the import of goods (based on the total landed cost) into the Philippines. The current VAT rate is 12% of the gross selling price or gross value. Any excise tax on the goods is also part of the gross selling price.

The material was prepared in August, 2013.


Table 1: Philippines Population Size and Growth, 1991-2017F
Table 2: Asia Population Size and Growth, 2004-2015F
Table 3: Philippines Economic Indicators, 2006-2016F
Table 4: Asia Commercial Beverage Consumption - Per Capita, 2004-2015F
Table 5: Asia Commercial Beverage Consumption - Per Capita % Share, 2004-2015F
Table 6: Asia Commercial Beverage Consumption - Per Capita Growth, 2005-2015F
Table 7: Taxation Base
Table 8: Historical Excise Rates of Beer
Table 9: Legal Controls on Beer
Table 11: Beer Key Facts
Table 12: Top 10 Beer Brands - Volume, 2012-2014
Table 13: Top 10 International Premium and Superpremium Beer Brands - Volume, 2012-2014
Table 14: Licensed Brand Owners and Licensees
Table 15: Beer Market Valuation (Local Currency), 2013-2015F
Table 16: Trade Margin Build-Up Model
Table 17: Selected Consumer Beer Prices: On-Premise, 2012-2014
Table 18: Selected Consumer Beer Prices: Off-Premise, 2012-2014
Table 19: Beer Production/Trade/Consumption 000 HL, 2004-2015F
Table 20: Beer Production/Trade/Consumption - Growth, 2004-2015F
Table 21: Consumption of FABs and Cider (000 HL), 2004-2015F
Table 22: Beer Foreign Trade By Country (Imports), 2011-2015F
Table 23: Beer Foreign Trade By Country (Exports), 2011-2015F
Table 24: Beer Market Valuation (Local Currency), 2013-2015F
Table 25: Beer Consumption by Local Definition, 2011-2015F
Table 26: Beer Consumption by Standard Price Segmentation, 2011-2015F
Table 27: Beer Consumption by Alcoholic Strength, 2011-2015F
Table 28: Beer Consumption by Type, 2011-2015F
Table 29: Beer Consumption by Geographic Scope, 2011-2015F
Table 30: Beer All Trademarks, 2010-2014
Table 31: Beer Brands by Local Definition, 2010-2014
Table 32: Beer Brands by Standard Price Segment, 2010-2014
Table 33: Beer Brands by Alcoholic Strength, 2010-2014
Table 34: Beer Brands by Type, 2010-2014
Table 35: Imported Brands by Origin, 2010-2014
Table 36: Beer Licensed Brands, 2010-2014
Table 37: Beer Trademark Owners, 2010-2014
Table 38: Beer Local Operators, 2010-2014
Table 39: Beer leading Brewers/Importers, 2010-2014
Table 40: Beer Consumption by Pack Mix: Refillability/Pack/Size, 2011-2015F
Table 41: Beer Distribution: On vs Off Premise, 2011-2015F
Table 42: Asia Brewery Brand Volumes 2010-2014
Table 43: San Miguel Philippines Brand Volumes 2010-2014

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