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Portugal Beer Market Insights 2013

Portugal beer market: Limited spending power of consumers affecting industry

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2014-01-30 17:41:02 - Portugal Beer Market Insights 2013 - a new market research report on

PL and discount brands are generally unable to offset the declining volumes in the Portugal beer market due to the limited spending power of consumers. Brewers mainly supported consumption in the off-premise market by updating packaging with eye-catching designs, and the presence of secondary packs such as carton box or carton cluster multipacks.

These packaging activities have gained enormous importance owing to at home consumption peaking due to parties, the TV follow-up of the 2012 EURO football event and the 2012 London Olympics and other celebrations during the year.

The trend towards at home consumption for economic reasons once again benefitted the off-premise market. The on-premise average retail price increased well below the consumer price index as retailers saw beer as a



strategic traffic builder product. By doing this, retailers decided to soak up part of producers´ cost increases in the final retail price to avoid further declines in the number of visits.

To capitalize on the social economic troubles a Portuguese on pack product seal has now been added on some brand designs to target consumers who want to buy domestic products, a sentiment driven by the economic crisis.

Portuguese consumers like lager beer in an overwhelming proportion, although they are also secondarily sensitive to beer color, with black beer achieving a noticeable share.

PET packaging had a insignificant presence in the mainland and it was only available on Madeira Island. It is forecast to be phased out in the coming years.

The strategic decisions made some time ago by leading producers to not make PL beer, but instead offer other economically priced options, such as those of traditional allied brands, have paid results to the leading producers.

Looking forward, the category will not suffer from trans-border trade with neighboring Spain anymore once former 5% difference in VAT between the two countries has been reduced to a 2% gap, following the Spanish VAT increase in September 2012.

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