Heineken NV in Beer

Company Profile

About This Report

Sep 2018

The world’s second-largest brewer, Heineken, has a diverse product range that crosses geographies and categories. With a clear premium focus, the company is in a strong position to benefit from prevailing trends across both developed and emerging markets. Heineken has recently made acquisitions in key countries including Brazil and China. However, in these markets and elsewhere, competition, macroeconomic concerns and shifting consumer preferences continue to present challenges to growth.

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Heineken NV in Beer

Euromonitor International's report on Heineken NV delivers a detailed strategic analysis of the company's business, examining its performance in the RTDs/High-Strength Premixes market and the global economy.

Company and market share data provide a detailed look at the financial position of Heineken NV, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Heineken NV.

This report examines:
  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Heineken NV provides strategic intelligence on:
  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research You Can Trust:

Euromonitor International's company profile reports are written by our RTDs/High-Strength Premixes research team, a dedicated group of analysts that knows the industry inside and out.

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Scope of the Report


Strategic Evaluation

Key findings
Key company facts
Global footprint
Second-placed Heineken is some way from challenging global leader
Premium focus promotes growth in majority of key markets
Regionally balanced geographic profile
Brazil: key future battleground for two leading global brewers?

Competitive Positioning

Significant global consolidation in beer
Despite expansion, Western Europe continues to play a crucial role
Premium focus intensifies competition between major rivals
Eponymous brand features prominently across regions
Heineken brand growth driven by emerging market expansion


Strong foundations in key growth regions
Non alcoholic beer continues to bubble up
Prioritising value over volume aligns with US trends
Acquisition boosts premium prospects in China
Nigeria goes against the grain with emphasis on economy


UK still dominates despite geographically broad cider profile
Compared to beer, cider landscape is relatively fragmented
Counteracting maturity with artisanal launches in UK cider
High shares for Heineken in leading forecast markets


Innovation and initiatives
Strong forecasts in Southeast Asia draw interest…
…however, growth prospects remain vulnerable to external events

Appendix: Competitor Analytics

Competitor Analytics tool
Market overlap
Overlap matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models