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Serbia Beer Market Insights 2013

Serbia beer market: Decline of -2% seen during 2012


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2014-01-31 03:05:01 - Serbia Beer Market Insights 2013 - a new market research report on companiesandmarkets.com

The Serbia beer market contracted by more than 2% in 2012. Lower consumer spending adversely affected mainstream brands such as Jelen, Pils Plus and Bg. Beer sales in Serbia depend on the climate, which is defined by cold winters and hot summers. Unexpected heavy snowstorms in February 2012 caused road closures, delivery problems and sharp volume drops. However, for the second consecutive year, a warm September and October prevented sharper yearly drops.

Imported beer went down by 16%. Most of the premium and super-premium brands reported poor performances. Exports went down by 2%, due to the difficult economic climate in the ex-Yugoslavian region. Locally produced international brands continued penetration of the regional export markets by reducing production costs and shelf prices.

After

 

 

three consecutive years of decline, beer consumption finally recorded some growth in 2012. New product development (beer mixers with lemon), favourable weather and marketing support for the discount segment drove growth.

Beer mixers helped to maintain mainstream volumes as regular beer consumers switched to lower priced beers. Traditional trade gained only marginal share, but still accounts for the lion´s share of the off-trade market (60%).

The growth rate of 2012 will continue in 2013. Faster recovery will be prevented by poor Q1 weather. The mainstream segment will remain the key volume generator, but the discount segment will take advantage of affordable pricing and gain share during the current difficult economic climate.

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Mike King
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