Executive Summary

Jul 2019
PROSPECTS
Healthy growth for domestic products

With the introduction of new marketing campaigns and effective trade programmes by incumbent players such as AB Heineken Philippines Inc and San Miguel Brewery Inc, beer continued to record a positive performance in 2018. The players continued increasing their distribution nationwide, which helped drive consumption of beer products in different parts of the country.

Millennials drive premiumisation in beer

As one of the mature categories in the alcoholic drinks industry in the Philippines, incumbent players eye younger consumers of legal drinking age who are not only more exposed to different beers, but also are more willing to try new experiences. The proliferation of domestically-produced craft beers such as Elias, Enkanto and Pedro help create a more prestigious image for the category as more restaurants and bars begin to carry more than just domestic mid-priced and economy lagers.

COMPETITIVE LANDSCAPE
San Miguel Brewery continues to lead beer

San Miguel Brewery maintained its leadership in beer in 2018 as it is able to bank on its strong brand equity through effective marketing campaigns and an unmatched distribution network. The product variety of the company enables it to cater to different consumer segments, regardless of the price points, thereby allowing San Miguel Brewery to be present in various retail channels, including other grocery retailers, which takes in sari-sari stores.

Incumbent players aggressively compete to gain share

Despite the aggressive marketing and distribution efforts of San Miguel Brewery, the other key player, AB Heineken Philippines, had the fastest-growing brand in 2018 in Heineken due to its affordability and perceived quality, after Asia Brewery took over its brewing and distribution. The company pushed the brand not only with its continued above-the-line marketing strategies, but also hosted a number of events in bars outside Manila.

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Beer in the Philippines

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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
  • 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.

Beer in the Philippines - Category analysis

HEADLINES

PROSPECTS

Healthy growth for domestic products
Millennials drive premiumisation in beer

COMPETITIVE LANDSCAPE

San Miguel Brewery continues to lead beer
Incumbent players aggressively compete to gain share

CATEGORY BACKGROUND

Lager price band methodology
Summary 1 Lager by Price Band 2018
Table 1 Number of Breweries 2013-2018

CATEGORY DATA

Table 2 Sales of Beer by Category: Total Volume 2013-2018
Table 3 Sales of Beer by Category: Total Value 2013-2018
Table 4 Sales of Beer by Category: % Total Volume Growth 2013-2018
Table 5 Sales of Beer by Category: % Total Value Growth 2013-2018
Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018
Table 7 Sales of Beer by Off-trade vs On-trade: Value 2013-2018
Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018
Table 10 GBO Company Shares of Beer: % Total Volume 2014-2018
Table 11 NBO Company Shares of Beer: % Total Volume 2014-2018
Table 12 LBN Brand Shares of Beer: % Total Volume 2015-2018
Table 13 Forecast Sales of Beer by Category: Total Volume 2018-2023
Table 14 Forecast Sales of Beer by Category: Total Value 2018-2023
Table 15 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 16 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023

Alcoholic Drinks in the Philippines - Industry Overview

EXECUTIVE SUMMARY

Alcoholic drinks continues to grow
Millennials continue to drive consumption
San Miguel Brewery Inc maintains market leadership
On-trade channel registers dynamic growth
Positive prospects for alcoholic drinks

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 17 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2018

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 2013-2018

MARKET DATA

Table 19 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 20 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 21 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 22 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 26 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 27 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 28 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 29 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 30 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 31 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 32 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 33 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 3 Research Sources