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Beer in Portugal
July 2022
2021 DEVELOPMENTS
On-trade helps beer return to positive volume growth
Beer saw a recovery in volume sales in 2021 as on-trade restrictions subsided in the second half of the year. The rebound in tourism and a long, hot summer saw more people socialising, travelling and doing outdoor activities away from the home supporting on-trade establishments.
Shift to off-trade encourages trading up to premium beers
The beer category is highly dependent on the on-trade volume sales, but the switch in consumption to the off-trade during 2020-2021 yielded some positive results. Consumers were exposed to a wider choice of premium brands on retailers’ shelves, driving value growth and broadening knowledge of the category.
Limited relevance of non-alcoholic beer
Low and non-alcoholic beer witnessed relatively slow volume growth in 2021, despite the re-opening of the on-trade. Following strong growth in 2019, due to Heineken’s investment in Sagres 0.
PROSPECTS AND OPPORTUNITIES
Tourism and a return to socialising will drive future growth
The beer category is expected to see a strong recovery in the forthcoming years as Portugal sees inbound tourism flows rise and consumers return to the on-trade. The two main players Super Bock group and SCC with brands Super Bock and Sagres are expected to continue to lead the market.
Beer drinkers may trade down as averages prices rise
Average beer prices will inevitably grow over the next few years due to rising costs rise in transport (fuel), production and raw materials which are rising on a global level. Rising inflation will impact disposable income, reducing demand among low and middle-income consumers and pushing beer drinkers to trade down.
E-commerce expected to continue to further ground
The online channel has made strong progress since the start of the pandemic and is expected to see strong future growth. Major players developed online shops and established agreements with third parties in 2020 to meet consumer demand.
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Overview:
Understand the latest market trends and future growth opportunities for the Beer industry in Portugal with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Beer industry in Portugal, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Beer in Portugal report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Beer in Portugal?
Where is consumer demand for Beer focussed?
Which is being consumed more; beer, wine or spirits?
Where is demand growing? Stagnating?
How is the operating environment for alcoholic drinks changing?
Which are the leading brands in Portugal?
How are products distributed in Portugal?
What are the key trends in new product development?
Do consumers want value for money or added value?
How will macroeconomic context and shifting cultural values shape future growth?
How will COVID-19 and recession impact the alcoholic drinks industry?
Where is future growth expected to be most dynamic?
Beer in Portugal - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
On-trade helps beer return to positive volume growth
Shift to off-trade encourages trading up to premium beers
Limited relevance of non-alcoholic beer
PROSPECTS AND OPPORTUNITIES
Tourism and a return to socialising will drive future growth
Beer drinkers may trade down as averages prices rise
E-commerce expected to continue to further ground
CATEGORY BACKGROUND
Lager price band methodology
Summary 1 Lager by Price Band 2021Table 1 Number of Breweries 2016-2021
CATEGORY DATA
Table 2 Sales of Beer by Category: Total Volume 2016-2021Table 3 Sales of Beer by Category: Total Value 2016-2021Table 4 Sales of Beer by Category: % Total Volume Growth 2016-2021Table 5 Sales of Beer by Category: % Total Value Growth 2016-2021Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2016-2021Table 7 Sales of Beer by Off-trade vs On-trade: Value 2016-2021Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2016-2021Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2016-2021Table 10 Sales of Beer by Craft vs Standard 2016-2021Table 11 GBO Company Shares of Beer: % Total Volume 2017-2021Table 12 NBO Company Shares of Beer: % Total Volume 2017-2021Table 13 LBN Brand Shares of Beer: % Total Volume 2018-2021Table 14 Forecast Sales of Beer by Category: Total Volume 2021-2026Table 15 Forecast Sales of Beer by Category: Total Value 2021-2026Table 16 Forecast Sales of Beer by Category: % Total Volume Growth 2021-2026Table 17 Forecast Sales of Beer by Category: % Total Value Growth 2021-2026
Legal purchasing age and legal drinking ageDrink drivingAdvertisingSmoking banOpening hoursOn-trade establishmentsSummary 2 Number of On-trade Establishments by Type 2015-2021
TAXATION AND DUTY LEVIES
Summary 3 Taxation and Duty Levies on Alcoholic Drinks 2021
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 18 Retail Consumer Expenditure on Alcoholic Drinks 2016-2021
MARKET DATA
Table 19 Sales of Alcoholic Drinks by Category: Total Volume 2016-2021Table 20 Sales of Alcoholic Drinks by Category: Total Value 2016-2021Table 21 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2016-2021Table 22 Sales of Alcoholic Drinks by Category: % Total Value Growth 2016-2021Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2021Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2021Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2021Table 26 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2021Table 27 GBO Company Shares of Alcoholic Drinks: % Total Volume 2017-2021Table 28 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2016-2021Table 29 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2021Table 30 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2021-2026Table 31 Forecast Sales of Alcoholic Drinks by Category: Total Value 2021-2026Table 32 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2021-2026Table 33 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 4 Research Sources
The following categories and subcategories are included:
Beer
Ale
Sorghum
Weissbier/Weizen/Wheat Beer
Flavoured/Mixed Lager
Domestic Premium Lager
Imported Premium Lager
Domestic Mid-Priced Lager
Imported Mid-Priced Lager
Domestic Economy Lager
Imported Economy Lager
Domestic Premium Lager
Domestic Mid-Priced Lager
Domestic Economy Lager
Imported Premium Lager
Imported Mid-Priced Lager
Imported Economy Lager
Low Alcohol Beer
Non Alcoholic Beer
Stout
Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.