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Spain Beer Market Insights 2013

Spain beer market: Slight decline witnessed during 2012

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2014-04-22 06:15:03 - Spain Beer Market Insights 2013 - a new market research report on

The Spain beer market is declining but only very slightly with the on-premise falling ahead of the off-premise. The brewing industry is trying to counter with special offers in both off and on-premise. The continued poor economic situation and high unemployment, especially among the young, is the driver of decline. Beer is a weather dependant category and the very warm summer in 2012 probably prevented a deeper decline.

Temporary price promotions were used by brewers to generate volume sales. Some price promotions were straight forward reductions whilst others were upsizing or multipack offers.

There have been promotions involving beer and tapas and fixed price menus often in EDA establishments part owned establishments. Brewers have been supporting their beer mix ranges in the



hope of attracting new consumers to the category especially female and older consumers.

PL outperformed the market and grew 7% as a result of price sensitive consumers and the shift to at home consumption. The top five brands lost volume and their combined market share was reduced due to the contraction in the Horeca channel.

The gains of the discount segment led to a decrease in the average off-premise price. Lower priced brands in the off-premise continued to see good growth

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