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Nicaragua Beer Market Insights 2013

Nicaragua beer market: Growth of 2% witnessed during 2012

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2014-01-31 02:57:03 - Nicaragua Beer Market Insights 2013 - a new market research report on

The Nicaragua beer market experienced a growth of 2% during 2012, following the trend seen in 2011. Growth is mainly driven by the economic improvement the country experienced during the last five years, which translates into consumers with higher levels of purchasing power. The Nicaraguan beer market is expected to grow by 4% during 2013, mainly due to the current low per capita consumption rate which represents an opportunity for the main players.

Compania Nacional de Nicaragua (CNN) remains as the only brewer with 84% of the market. CNN maintains the market leadership because of it being the local brand of a company that has been in the market for years which consumers feel a special attachment to. Another advantage CNN



has is a strong distribution channel and customer relationship, in other words they know the retailers very well and know what to offer them.

Nicaragua is a country of contrast, even though most of the population lives in poverty, there is a small percentage of the population that has a very high income. Low income consumers based their choice solely on price while the higher income demographic choose quality and brand, preferring imported brands

Marketing and advertising mainly consist of promotions at the point of sales; one example is the cubetazos, which are very popular in the country. This mainly consists of selling 10 beers for the price of 8, served in an ice bucket

Brahva accounts for 12% of the market, increasing in volume but retaining the same market share. This was mainly due to the effect of the rise in prices which was down to the increase in the transportation costs of beer which is imported from Guatemala

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Mike King
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