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Country Report

Canada Flag Beer in Canada

| Pages: 45

Price: US$900

About this Report

Executive Summary

TRENDS

  • Overall, demand for beer in Canada remained low in 2012 as the shift towards other alcoholic beverages continued, including wine (especially amongst the growing number of older consumers) and various spirits areas, many of which are undergoing significant product development and marketing activity. In addition, problems with NHL negotiations and resulting ice hockey game cancellations (one of the drivers of demand) continued to slow sales in 2012. While total current value sales increased by a modest 2% to reach C$16 billion, total volume sales remained flat at 2.3 billion litres in 2012.

COMPETITIVE LANDSCAPE

  • Overall, beer remains fairly consolidated in Canada, with sales being led by Labatt Brewing and Molson Canada, which together accounted for 78% of total volume sales in 2012. Both players are well known and well established in Canada and have strong retail and foodservice distribution networks, including ‘The Beer Store’ which is owned and operated jointly by both players along with Sleeman Breweries. Nonetheless, in 2012 both companies recorded a decline in sales share due to strong competition and high demand for beer produced and marketed by microbreweries, many of which saw significant double-digit sales growth. In part, sales of major brewers and brands were also affected by the NHL lockout, which negatively impacted demand for popular brands normally bought for home consumption during games.

PROSPECTS

  • Over the forecast period, beer is expected to perform poorly, with total volume sales set to fall marginally and constant value sales set to increase at an average annual rate of just 1% to C$17 billion by 2017. Factors affecting growth over the forecast period will be similar to those that affected the marketplace over the review period, namely market saturation and the shift to other alcoholic beverages. Opportunities for growth remain in premium and craft beer, although the latter will gradually approach saturation as well.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beer industry in Canada with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beer industry in Canada, our research will save you time and money while empowering you to make informed, profitable decisions.

The Beer in Canada market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market volume shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Beer in Canada?
  • What are the major brands in Canada?
  • How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
  • What are the most popular flavours within non-alcoholic beer?
  • What are the market opportunities for ‘healthier’ beers like low calorie and/or low abv beers?
  • Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
  • Has the recession benefited domestic lager over imported lager?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Table of Contents

Beer in Canada - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY BACKGROUND

Lager price band methodology

  • Summary 1 Lager by Price Band 2012

CATEGORY DATA

  • Table 1 Sales of Beer by Category: Total Volume 2007-2012
  • Table 2 Sales of Beer by Category: Total Value 2007-2012
  • Table 3 Sales of Beer by Category: % Total Volume Growth 2007-2012
  • Table 4 Sales of Beer by Category: % Total Value Growth 2007-2012
  • Table 5 Sales of Beer by On-trade vs Off-trade: Value 2007-2012
  • Table 6 Sales of Beer by On-trade vs Off-trade: % Volume Growth 2007-2012
  • Table 7 Sales of Beer by On-trade vs Off-trade: % Value Growth 2007-2012
  • Table 8 GBO Company Shares of Beer: % Total Volume 2008-2012
  • Table 9 NBO Company Shares of Beer: % Total Volume 2008-2012
  • Table 10 LBN Brand Shares of Beer: % Total Volume 2009-2012
  • Table 11 Production, Imports and Exports of Beer: Total Volume 2006-2011
  • Table 12 Imports of Beer by Country of Origin: Total Volume 2006-2011
  • Table 13 Imports of Beer by Country of Origin: Total Value 2006-2011
  • Table 14 Exports of Beer by Country of Destination: Total Volume 2006-2011
  • Table 15 Exports of Beer by Country of Destination: Total Value 2006-2011
  • Table 16 Forecast Sales of Beer by Category: Total Volume 2012-2017
  • Table 17 Forecast Sales of Beer by Category: Total Value 2012-2017
  • Table 18 Forecast Sales of Beer by Category: % Total Volume Growth 2012-2017
  • Table 19 Forecast Sales of Beer by Category: % Total Value Growth 2012-2017

Beer in Canada - Company Profiles

Andrew Peller Ltd in Alcoholic Drinks (Canada)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Andrew Peller Ltd: Key Facts
  • Summary 3 Andrew Peller Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 4 Andrew Peller Ltd: Competitive Position 2012

Big Rock Brewery Income Trust in Alcoholic Drinks (Canada)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Big Rock Brewery Income Trust: Key Facts
  • Summary 6 Big Rock Brewery Income Trust: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 7 Big Rock Brewery Income Trust: Competitive Position 2012

Brick Brewing Co Ltd in Alcoholic Drinks (Canada)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Brick Brewing Co Ltd: Key Facts
  • Summary 9 Brick Brewing Co Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 10 Brick Brewing Co. Ltd: Competitive Position 2012

Alcoholic Drinks in Canada - Industry Context

EXECUTIVE SUMMARY

Positive overall value growth

Craft beer continues to grow but faces challenges

Strong focus on marketing and product development to remain competitive

Liquor boards focus on product selection and merchandising strategies

Modest growth ahead

KEY TRENDS AND DEVELOPMENTS

Changing preferences in drinks

Domestic products remain in spotlight but face challenges

Packaging development reflects consumer preferances

New product launches key to sustained growth

  • Summary 11 Key New Product Developments 2012

Retailing dominated by liquor boards but regulatory changes are being debated

  • Summary 12 Leading Specialist Retailers 2012

Market merger and acquisition activity

  • Summary 13 Merger and Acquisition Activity 2011-2012

MARKET BACKGROUND

Legislation

  • Table 20 Number of On-trade Establishments by Type 2007-2012

TAXATION AND DUTY LEVIES

  • Table 21 Taxation and Duty Levies on Alcoholic Drinks 2012
  • Table 22 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2012
  • Table 23 Selling Margin of a Typical Beer Brand in Retail Channel that uses Wholesalers 2012
  • Table 24 Selling Margin of a Typical Beer Brand in Retail Channel that does not use Wholesalers 2012
  • Table 25 Selling Margin of a Typical Wine Brand in Retail Channel that uses Wholesalers 2012
  • Table 26 Selling Margin of a Typical Wine Brand in Retail Channel that Does Not Use Wholesalers 2012
  • Table 27 Selling Margin of a Typical Spirits Brand in Retail Channel that uses Wholesalers 2012
  • Table 28 Selling Margin of a Typical Spirits Brand in Retail Channel that does not use Wholesalers 2012

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

Interprovincial trade – changes in wine shipment restrictions in 2012

MARKET INDICATORS

  • Table 29 Retail Consumer Expenditure on Alcoholic Drinks 2007-2012

MARKET DATA

  • Table 30 Sales of Alcoholic Drinks by Category: Total Volume 2007-2012
  • Table 31 Sales of Alcoholic Drinks by Category: Total Value 2007-2012
  • Table 32 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2007-2012
  • Table 33 Sales of Alcoholic Drinks by Category: % Total Value Growth 2007-2012
  • Table 34 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: Volume 2012
  • Table 35 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: Value 2012
  • Table 36 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: % Volume 2012
  • Table 37 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: % Value 2012
  • Table 38 GBO Company Shares of Alcoholic Drinks: % Total Volume 2008-2012
  • Table 39 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2007-2012
  • Table 40 Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume 2012
  • Table 41 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2012-2017
  • Table 42 Forecast Sales of Alcoholic Drinks by Category: Total Value 2012-2017
  • Table 43 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2012-2017
  • Table 44 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2012-2017

DEFINITIONS

Published data comparisons

SOURCES

  • Summary 14 Research Sources

Segmentation

This market research report includes the following:

  • Beer
    • Dark Beer
      • Pale Ale
      • Other Dark Beer
    • Lager
      • Premium Lager
        • Domestic Premium Lager
        • Imported Premium Lager
      • Standard Lager
        • Domestic Standard Lager
        • Imported Standard Lager
      • Economy Lager
        • Domestic Economy Lager
        • Imported Economy Lager
    • Lager by Origin
      • Domestic Lager
        • Domestic Premium Lager
        • Domestic Standard Lager
        • Domestic Economy Lager
      • Imported Lager
        • Imported Premium Lager
        • Imported Standard Lager
        • Imported Economy Lager
    • Low/Non- Alcohol Beer
      • Low Alcohol Beer
      • Non-Alcoholic Beer
    • Stout

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Exports by Country - Value
  • Exports by Country - Volume
  • Imports by Country - Value
  • Imports by Country - Volume
  • Off-trade vs On-trade
  • Products by Ingredient
  • Trade Statistics - Value
  • Trade Statistics - Volume

Market size details:

  • Off-trade volume
  • Off-trade volume % growth
  • Off-trade volume per capita
  • On-trade volume
  • On-trade volume % growth
  • On-trade volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Off-trade value retail selling price % growth
  • Off-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value retail selling price % growth
  • On-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Total value retail selling price % growth
  • Total value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Total value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value manufacturer selling price % growth
  • Off-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value manufacturer selling price % growth
  • On-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Total value manufacturer selling price % growth
  • Total value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Total value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade rtd volume
  • Off-trade rtd volume % growth
  • Off-trade rtd volume per capita
  • On-trade rtd volume
  • On-trade rtd volume % growth
  • On-trade rtd volume per capita
  • Total rtd volume
  • Total rtd volume % growth
  • Total rtd volume per capita
  • Off-trade volume litres of pure alcohol
  • Off-trade volume litres of pure alcohol % growth
  • Off-trade volume litres of pure alcohol per capita
  • On-trade volume litres of pure alcohol
  • On-trade volume litres of pure alcohol % growth
  • On-trade volume litres of pure alcohol per capita
  • Total volume litres of pure alcohol
  • Total volume litres of pure alcohol % growth
  • Total volume litres of pure alcohol per capita

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