|
GERMANY
Europe's largest beer market
The German market has always been one of the key export markets of Royal Unibrew A/S. For years Royal Unibrew is the largest importer of beer to the German market, with a volume of 1,131 mio HL in 2006. The brand FAXE is one of the leading imported beer brands. Among the sales volumes of imported beers Faxe amounts to 87,96 % in the convenience sector (petrol stations) in the first quarter of 2007.
Faxe beer is sold in cans of 0,5 and 1,0 litres and to a smaller extent in returnable bottles of 0,66 litres, primarily in Northern Germany. In Germany Faxe is marketed by our subsidiary, Faxe Getränke-Vertrieb GmbH in Hamburg. Marketing is effected primarily by trade marketing activities in cooperation with our key customers at the POS. In addition to these sales to German consumers, we sell large volumes of beer, primarily Royal, Faxe and Thor, to Danish consumers in cross-border trade.
General market conditions
In the German market, a joint return system for disposable container was re-established on May 1, 2006, which had a positive effect on this market segment for beer, at which the Group's products are primarily targeted. Germany is the largest beer market in Europe and until at few years ago it was the country with the highest per capita consumption of beer in the world. However, German beer consumption is declining – from 125,6 litres per capita in 2000 to 116,0 litres in 2006. There are no prospects of consumption increasing. This is partly due to the economic situation in Germany, partly to the general trend towards beer mixes and non-alcoholic beverages, particularly among young Germans.
Pils is the dominant segment in Germany with a market share of some 60%. In addition, there are a number of special German beer types such as Weizen, Alt and Kölsch.
Import beer only accounts for 5.9% of the total beer consumption in Germany. This is due to, among other factors, the many local breweries that create a strong locally based consumer preference. The import share remains more or less constant in spite of several of the major international breweries that previously sold their products through exports now producing under licence in Germany. The stability is partly due to increased demand for trend beer, partly to the opening of new concept pubs and restaurants. German beer sale is dominated by the retail sector which handles approx. 80% of the consumption. In the retail segment, volumes of discount beer and private label are stable, on a high level. |
|
|
|
| |
|
|
|
GERMANY Population (2005): 82 million
Annual beer consumption (??): 100,850,000 hectolitres
Annual beer consumption per capita (??): 123.1 litres
HoReCa – Royal Unibrew’s market share (2004): ??%
Detail - Royal Unibrew’s market share (2004): ??% |
|
