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Country Report

Philippines Flag Beer in the Philippines

Price: US$900

About this Report

Executive Summary

TRENDS

  • Beer has been greatly affected by the implementation of the revised excise tax, registering a 12% decline in total volume sales in 2013. Middle-class beer drinkers have reduced their consumption. As the excise tax significantly increased beer prices, middle-class consumers felt that their usual level of consumption was no longer compatible with their budget. Heavy consumers of beer have decreased their drinking frequency while light consumers of beer may have stopped drinking beer altogether. This is the case in both on- and off-trade channels.

COMPETITIVE LANDSCAPE

  • San Miguel Brewery remains the biggest source of beer in the Philippines, accounting for an 89% share of total volume sales or 1.3 billion litres in 2013. The top four brands are owned by San Miguel Brewery, including the mid-priced Red Horse, San Miguel Pale Pilsen and San Mig Light and economy Gold Eagle. Red Horse is the leading brand with a 56% share of total volume sales. These brands target lower- and middle-class consumers, which make-up the bulk of the population, and dominate beer sales.

PROSPECTS

  • Beer is expected to register flat total volume sales growth during the forecast period. This represents an improved performance on the double-digit decline in 2013. The impact of higher prices is predicted to weaken and consumers are likely to drink beer as frequently as they did before the revised excise tax was implemented. Improvement may also be attributed to increasing incomes and consumers accepting the new prices of beer. Beer drinking will remain a social event and spending is usually shared among the social group. However, in order for beer to return to the healthy sales growth, companies must develop game-changing marketing activities.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beer industry in Philippines 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 Philippines, our research will save you time and money while empowering you to make informed, profitable decisions.

The Beer in Philippines 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 Philippines?
  • What are the major brands in Philippines?
  • 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 the Philippines - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY BACKGROUND

Lager price band methodology

  • Summary 1 Lager by Price Band 2013

CATEGORY DATA

  • Table 1 Sales of Beer by Category: Total Volume 2008-2013
  • Table 2 Sales of Beer by Category: Total Value 2008-2013
  • Table 3 Sales of Beer by Category: % Total Volume Growth 2008-2013
  • Table 4 Sales of Beer by Category: % Total Value Growth 2008-2013
  • Table 5 Sales of Beer by Off-trade vs On-trade: Volume 2008-2013
  • Table 6 Sales of Beer by Off-trade vs On-trade: Value 2008-2013
  • Table 7 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2008-2013
  • Table 8 Sales of Beer by Off-trade vs On-trade: % Value Growth 2008-2013
  • Table 9 GBO Company Shares of Beer: % Total Volume 2009-2013
  • Table 10 NBO Company Shares of Beer: % Total Volume 2009-2013
  • Table 11 LBN Brand Shares of Beer: % Total Volume 2010-2013
  • Table 12 Production, Imports and Exports of Beer: Total Volume 2007-2012
  • Table 13 Imports of Beer by Country of Origin: Total Volume 2007-2012
  • Table 14 Imports of Beer by Country of Origin: Total Value 2007-2012
  • Table 15 Exports of Beer by Country of Destination: Total Volume 2007-2012
  • Table 16 Exports of Beer by Country of Destination: Total Value 2007-2012
  • Table 17 Forecast Sales of Beer by Category: Total Volume 2013-2018
  • Table 18 Forecast Sales of Beer by Category: Total Value 2013-2018
  • Table 19 Forecast Sales of Beer by Category: % Total Volume Growth 2013-2018
  • Table 20 Forecast Sales of Beer by Category: % Total Value Growth 2013-2018

Beer in the Philippines - Company Profiles

Asia Brewery Inc in Alcoholic Drinks (Philippines)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Asia Brewery Inc: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 3 Asia Brewery Inc: Competitive Position 2013

San Miguel Brewery Inc in Alcoholic Drinks (Philippines)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 San Miguel Brewery Inc: Key Facts
  • Summary 5 San Miguel Brewery Inc: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 6 San Miguel Brewery Inc: Competitive Position 2013

Alcoholic Drinks in the Philippines - Industry Context

EXECUTIVE SUMMARY

Higher excise tax triggers different reactions

At-home entertaining is a more budget-friendly option for consumers

Bel Mondo Italia Corp maintains total volume sales growth despite higher taxation

Manufacturers launch new products to open untapped consumer groups

Strong branding and continuous innovation are the keys to recovery

KEY TRENDS AND DEVELOPMENTS

Beer and RTDs/high-strength premixes suffer from excise tax reform

Strong branding and new product launches generate excitement

Growing middle-class consumer base is the key to offsetting sales decline

Bel Mondo Italia Corp is unfazed by the challenges of 2013

MARKET BACKGROUND

Legislation

  • Table 21 Number of On-trade Establishments by Type 2008-2013

TAXATION AND DUTY LEVIES

  • Summary 7 Taxation and Duty Levies on Alcoholic Drinks 2013
  • Table 22 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2013
  • Table 23 Selling Margin of a Typical Beer Brand in Retail Channel that uses Wholesalers 2013 - San Miguel Pale Pilsen
  • Table 24 Selling Margin of a Typical Beer Brand in Retail Channel that does not use Wholesalers 2013 - San Miguel Pale Pilsen
  • Table 25 Selling Margin of a Typical Wine Brand in Retail Channel that uses Wholesalers 2013 - Carlo Rossi
  • Table 26 Selling Margin of a Typical Wine Brand in Retail Channel that Does Not Use Wholesalers 2013 - Carlo Rossi
  • Table 27 Selling Margin of a Typical Spirits Brand in Retail Channel that uses Wholesalers 2013 – Johnnie Walker Black Label
  • Table 28 Selling Margin of a Typical Spirits Brand in Retail Channel that does not use Wholesalers 2013 – Johnnie Walker Black Label

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

MARKET INDICATORS

  • Table 29 Retail Consumer Expenditure on Alcoholic Drinks 2008-2013

MARKET DATA

  • Table 30 Sales of Alcoholic Drinks by Category: Total Volume 2008-2013
  • Table 31 Sales of Alcoholic Drinks by Category: Total Value 2008-2013
  • Table 32 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2008-2013
  • Table 33 Sales of Alcoholic Drinks by Category: % Total Value Growth 2008-2013
  • Table 34 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2013
  • Table 35 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2013
  • Table 36 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2013
  • Table 37 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2013
  • Table 38 GBO Company Shares of Alcoholic Drinks: % Total Volume 2009-2013
  • Table 39 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2008-2013
  • Table 40 Distribution of Alcoholic Drinks by Format and Category: % Off-trade Volume 2013
  • Table 41 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
  • Table 42 Forecast Sales of Alcoholic Drinks by Category: Total Value 2013-2018
  • Table 43 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
  • Table 44 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018

DEFINITIONS

SOURCES

  • Summary 8 Research Sources

Segmentation

This market research report includes the following:

  • Beer
    • Dark Beer
      • Ale
      • Sorghum
      • Weissbier/Wiezen/Wheat Beer
    • Lager
      • Flavoured/Mixed Lager
      • Standard Lager
        • Premium Lager
          • Domestic Premium Lager
          • Imported Premium Lager
        • Mid-Priced Lager
          • Domestic Mid-Priced Lager
          • Imported Mid-Priced Lager
        • Economy Lager
          • Domestic Economy Lager
          • Imported Economy Lager
      • Standard Lager by Origin
        • Domestic Lager
          • Domestic Premium Lager
          • Domestic Mid-Priced Lager
          • Domestic Economy Lager
        • Imported Lager
          • Imported Premium Lager
          • Imported Mid-Priced Lager
          • Imported Economy Lager
    • Non/Low Alcohol 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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