Abstract
Euromonitor International' s Alcoholic Drinks in Portugal market report
offers a comprehensive guide to the size and shape of the market at a national
level. It provides the latest retail sales data, allowing you to identify the
sectors driving growth. It identifies the leading companies, the leading
brands and offers strategic analysis of key factors influencing the market -
be they new product developments, packaging innovations, economic/lifestyle
influences, distribution or pricing issues. Forecasts illustrate how the
market is set to change.
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive
environment
Product coverage
Beer; Cider/Perry; RTDs/High-Strength Premixes; Spirits; Wine
Executive summary
Credit crunch impacts alcoholic drinks market
The alcoholic drinks market suffered the effects of the credit crunch. The
total market faced a decline both in value and volume terms. Furthermore, the
on-trade channel was faced with the greatest slumps as consumers tried to cut
their expenses and avoid the high rates practiced by these outlets. However,
value sales were also constrained by consumers trading down to cheaper brands
and products.
Traditional drinks gain momentum
After years where all that was Portuguese was looked down on, Portuguese
consumers are shifting their views and enjoying and being proud of what is
Portuguese. This is most evident in wine, where the market is mainly composed
of Portuguese players but also in a certain return to more traditional drinks
such as aguardente and liqueurs and of course, the ex libris, the Port wine.
In the same sense, these are also products that are seen as more
“pure”, more traditional which is linked with the trend seen in
other markets for a tendency towards all things “healthy” and
“green”. All Portuguese products are thus benefiting from these
movements in consumer behaviour.
Unicer and SCC in the lead
The Portuguese domestic players are in the lead in the alcoholic drinks
market. Unicer - Bebidas de Portugal SA managed to maintain its position and
continued to rank first, closely followed by SCC - Sociedade Central de
Cervejas SA. Indeed these two companies continued their fight and thus offered
consumers new products, innovation and plenty of promotions as beer
consumption slumps. Providing evidence of the hard times faced by consumers,
private label is the third player in the market due to its good performance in
terms of beer and wine.
Off-trade wins
Intimately related with the economic climate, the off-trade has managed to
captivate even more consumers. Indeed, building on the fact that consumers are
shifting their consumption patterns and staying in more often as they tighten
their belts, hypermarkets and supermarkets took advantage of this and
presented consumers with an array of options and promotions to boost
consumption. Another winner is discounters which saw its share go up due to
the decline in the purchasing power of many Portuguese.
Moderately positive future ahead
After the big shock in 2009 and to some extent in 2010, the alcoholic drinks
market will pick up and return to previous consumption levels, both in volume
and value terms. To this effect it is important that players keep on
innovating, presenting consumers with new drinking opportunities and
attracting them to the quality of Portuguese products. Nevertheless, positive
growth in the on-trade is only expected to return during the latter part of
the forecast period. Off-trade sales on the other side should continue to
remain positive, as the home consumption trend is expected to prevail for a
while.
Table of Contents
ALCOHOLIC DRINKS IN PORTUGAL : MARKET INSIGHT
- EXECUTIVE SUMMARY
- Credit crunch impacts alcoholic drinks market
- Traditional drinks gain momentum
- Unicer and SCC in the lead
- Off-trade wins
- Moderately positive future ahead
- KEY TRENDS AND DEVELOPMENTS
- Economy impacts sales
- Portuguese revivalism
- Polarisation affects the market
- In rather than out
- Specialist Retailers
- Market Merger and Acquisition Activity
- LEGISLATION
- TAXATION AND DUTY LEVIES
- Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2009
- Table 1 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected
Sectors 2009
- Table 2 Selling Margin of a Typical Beer Brand 2009
- Table 3 Selling Margin of a Typical Wine Brand 2009
- Table 4 Selling Margin of a Typical Spirits Brand 2009
- OPERATING ENVIRONMENT
- MARKET INDICATORS
- Table 5 Retail Consumer Expenditure on Alcoholic Drinks 2004-2009
- MARKET DATA
- Table 6 Sales of Alcoholic Drinks by Sector: Total Volume 2004-2009
- Table 7 Sales of Alcoholic Drinks by Sector: Total Value 2004-2009
- Table 8 Sales of Alcoholic Drinks by Sector: % Total Volume Growth
2004-2009
- Table 9 Sales of Alcoholic Drinks by Sector: % Total Value Growth
2004-2009
- Table 10 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: Volume 2009
- Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: Value 2009
- Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: % Volume 2009
- Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: % Value 2009
- Table 14 Company Shares of Alcoholic Drinks by Global Brand Owner
2005-2009
- Table 15 Off-trade Sales of Alcoholic Drinks by Distribution Format: %
Value Analysis 2009
- Table 16 Off-trade Sales of Alcoholic Drinks by Sector and Distribution
Format: % Volume Analysis 2009
- Table 17 Forecast Sales of Alcoholic Drinks by Sector: Total Volume
2009-2014
- Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Value
2009-2014
- Table 19 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume
Growth 2009-2014
- Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Value
Growth 2009-2014
- DEFINITIONS
- Summary 2 Research Sources
LOCAL COMPANY PROFILES - PORTUGAL
- COOPERATIVA AGRiCOLA REGUENGOS DE MONSARAZ - ALCOHOLIC DRINKS -
PORTUGAL
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 3 Cooperativa Agricola Reguengos de Monsaraz: Key Facts
- COMPANY BACKGROUND
- COMPETITIVE POSITIONING
- Summary 4 Cooperativa Agricola Reguengos de Monsaraz: Competitive
Position 2009
- PRIMEDRINKS - COMERCIALIZAcaO DE BEBIDAS ALCOOLICAS E PRODUTOS
ALIMENTARES, SA - ALCOHOLIC DRINKS - PORTUGAL
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 5 PrimeDrinks - Comercializacao de Bebidas Alcoolicas e Produtos
Alimentares, SA: Key Facts
- COMPANY BACKGROUND
- COMPETITIVE POSITIONING
- Summary 6 PrimeDrinks - Comercializacao de Bebidas Alcoolicas e Produtos
Alimentares, SA: Competitive Position 2009
- SCC - SOCIEDADE CENTRAL DE CERVEJAS SA - ALCOHOLIC DRINKS - PORTUGAL
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 7 SCC - Sociedade Central de Cervejas SA: Key Facts
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 8 SCC - Sociedade Central de Cervejas SA: Competitive Position
2009
- SOGRAPE - VINHOS DE PORTUGAL SA - ALCOHOLIC DRINKS - PORTUGAL
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 9 Sogrape - Vinhos de Portugal SA: Key Facts
- Summary 10 Sogrape - Vinhos de Portugal SA: Operational Indicators
- COMPANY BACKGROUND
- COMPETITIVE POSITIONING
- Summary 11 Sogrape - Vinhos de Portugal SA : Competitive Position 2009
- UNICER - BEBIDAS DE PORTUGAL, SA - ALCOHOLIC DRINKS - PORTUGAL
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 12 Unicer - Bebidas de Portugal SA: Key Facts
- Summary 13 Unicer - Bebidas de Portugal SA: Operational Indicators
- COMPANY BACKGROUND
- COMPETITIVE POSITIONING
- Summary 14 Unicer - Bebidas de Portugal SA: Competitive Position 2009
BEER IN PORTUGAL
- HEADLINES
- TRENDS
- Production, Imports and Exports
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR BACKGROUND
- Lager price band methodology
- Summary 15 Lager by Price Band 2009
- SECTOR DATA
- Table 21 Sales of Beer by Subsector: Total Volume 2004-2009
- Table 22 Sales of Beer by Subsector: Total Value 2004-2009
- Table 23 Sales of Beer by Subsector: % Total Volume Growth 2004-2009
- Table 24 Sales of Beer by Subsector: % Total Value Growth 2004-2009
- Table 25 Sales of Beer by On-trade vs Off-trade Split: Volume 2004-2009
- Table 26 Sales of Beer by On-trade vs Off-trade Split: Value 2004-2009
- Table 27 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth
2004-2009
- Table 28 Sales of Beer by On-trade vs Off-trade Split: % Value Growth
2004-2009
- Table 29 Beer: Production, Imports and Exports: Total Volume 2003-2008
- Table 30 Beer Exports by Country of Destination: Total Volume 2003-2008
- Table 31 Beer Exports by Country of Destination: Total Value 2003-2008
- Table 32 Beer Imports by Country of Origin: Total Volume 2003-2008
- Table 33 Beer Imports by Country of Origin: Total Value 2003-2008
- Table 34 Company Shares of Beer by National Brand Owner 2005-2009
- Table 35 Company Shares of Beer by Global Brand Owner 2005-2009
- Table 36 Brand Shares of Beer 2006-2009
- Table 37 Forecast Sales of Beer by Subsector: Total Volume 2009-2014
- Table 38 Forecast Sales of Beer by Subsector: Total Value 2009-2014
- Table 39 Forecast Sales of Beer by Subsector: % Total Volume Growth
2009-2014
- Table 40 Forecast Sales of Beer by Subsector: % Total Value Growth
2009-2014
CIDER/PERRY IN PORTUGAL
- HEADLINES
- TRENDS
- Production, Imports and Exports
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 41 Sales of Cider/Perry: Total Volume 2004-2009
- Table 42 Sales of Cider/Perry: Total Value 2004-2009
- Table 43 Sales of Cider/Perry: % Total Volume Growth 2004-2009
- Table 44 Sales of Cider/Perry: % Total Value Growth 2004-2009
- Table 45 On-trade vs Off-trade Sales of Cider/Perry: Volume 2004-2009
- Table 46 On-trade vs Off-trade Sales of Cider/Perry: Value 2004-2009
- Table 47 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth
2004-2009
- Table 48 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth
2004-2009
- Table 49 Cider/Perry Exports by Country of Destination: Total Volume
2003-2008
- Table 50 Cider/Perry Exports by Country of Destination: Total Value
2003-2008
- Table 51 Cider/Perry Imports by Country of Origin: Total Volume 2003-2008
- Table 52 Cider/Perry Imports by Country of Origin: Total Value 2003-2008
- Table 53 Company Shares of Cider/Perry by National Brand Owner 2005-2009
- Table 54 Company Shares of Cider/Perry by Global Brand Owner 2005-2009
- Table 55 Brand Shares of Cider/Perry 2006-2009
- Table 56 Forecast Sales of Cider/Perry: Total Volume 2009-2014
- Table 57 Forecast Sales of Cider/Perry: Total Value 2009-2014
- Table 58 Forecast Sales of Cider/Perry: % Total Volume Growth 2009-2014
- Table 59 Forecast Sales of Cider/Perry: % Total Value Growth 2009-2014
RTDS/HIGH-STRENGTH PREMIXES IN PORTUGAL
- HEADLINES
- TRENDS
- Production, Imports and Exports
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 60 Sales of RTDS/High-strength Premixes by Subsector: Total Volume
2004-2009
- Table 61 Sales of RTDS/High-strength Premixes by Subsector: Total Value
2004-2009
- Table 62 Sales of RTDS/High-strength Premixes by Subsector: % Total
Volume Growth 2004-2009
- Table 63 Sales of RTDS/High-strength Premixes by Subsector: % Total
Value Growth 2004-2009
- Table 64 On-trade vs Off-trade Sales of RTDS/High-strength Premixes:
Volume 2004-2009
- Table 65 On-trade vs Off-trade Sales of RTDS/High-strength Premixes:
Value 2004-2009
- Table 66 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: %
Volume Growth 2004-2009
- Table 67 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: %
Value Growth 2004-2009
- Table 68 Company Shares of RTDS/High-strength Premixes by Global Brand
Owner 2005-2009
- Table 69 Company Shares of RTDS/High-strength Premixes by National Brand
Owner 2005-2009
- Table 70 Brand Shares of RTDS/High-strength Premixes 2006-2009
- Table 71 Forecast Sales of RTDS/High-strength Premixes by Subsector:
Total Volume 2009-2014
- Table 72 Forecast Sales of RTDS/High-strength Premixes by Subsector:
Total Value 2009-2014
- Table 73 Forecast Sales of RTDS/High-strength Premixes by Subsector: %
Total Volume Growth 2009-2014
- Table 74 Forecast Sales of RTDS/High-strength Premixes by Subsector: %
Total Value Growth 2009-2014
WINE IN PORTUGAL
- HEADLINES
- TRENDS
- Production, Imports and Exports
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 75 Sales of Wine by Subsector: Total Volume 2004-2009
- Table 76 Sales of Wine by Subsector: Total Value 2004-2009
- Table 77 Sales of Wine by Subsector: % Total Volume Growth 2004-2009
- Table 78 Sales of Wine by Subsector: % Total Value Growth 2004-2009
- Table 79 Sales of Wine by On-trade vs Off-trade Split: Volume 2004-2009
- Table 80 Sales of Wine by On-trade vs Off-trade Split: Value 2004-2009
- Table 81 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth
2004-2009
- Table 82 Sales of Wine by On-trade vs Off-trade Split: % Value Growth
2004-2009
- Table 83 Volume Sales of Still Red Wine by Price Segment 2004-2009
- Table 84 Volume Sales of Still White Wine by Price Segment 2004-2009
- Table 85 Volume Sales of Still Rose Wine by Price Segment 2004-2009
- Table 86 Volume Sales of Other Sparkling Wine by Price Segment 2004-2009
- Table 87 Sales of Still Red Wine by Grape/Varietal Type 2004-2009
- Table 88 Sales of Still White Wine by Grape/Varietal Type 2004-2009
- Table 89 Sales of Still Rose Wine by Grape/Varietal Type 2004-2009
- Table 90 Sales of Still Red Wine by Quality Classification 2004-2009
- Table 91 Sales of Still White Wine by Quality Classification 2004-2009
- Table 92 Sales of Still Rose Wine by Quality Classification 2004-2009
- Table 93 Wine Production, Imports and Exports: Total Volume 2003-2008
- Table 94 Wine Exports by Country of Destination: Total Volume 2003-2008
- Table 95 Wine Exports by Country of Destination: Total Value 2003-2008
- Table 96 Wine Imports by Country of Origin: Total Volume 2003-2008
- Table 97 Wine Imports by Country of Origin: Total Value 2003-2008
- Table 98 Company Shares of Still Light Grape Wine by National Brand
Owner 2005-2009
- Table 99 Company Shares of Still Light Grape Wine by Global Brand Owner
2005-2009
- Table 100 Brand Shares of Still Light Grape Wine 2006-2009
- Table 101 Company Shares of Champagne by National Brand Owner 2005-2009
- Table 102 Company Shares of Champagne by Global Brand Owner 2005-2009
- Table 103 Brand Shares of Champagne 2006-2009
- Table 104 Company Shares of Other Sparkling Wine by National Brand Owner
2005-2009
- Table 105 Company Shares of Other Sparkling Wine by Global Brand Owner
2005-2009
- Table 106 Brand Shares of Other Sparkling Wine 2006-2009
- Table 107 Company Shares of Fortified Wine and Vermouth by National
Brand Owner 2005-2009
- Table 108 Company Shares of Fortified Wine and Vermouth by Global Brand
Owner 2005-2009
- Table 109 Brand Shares of Fortified Wine and Vermouth 2006-2009
- Table 110 Forecast Sales of Wine by Subsector: Total Volume 2009-2014
- Table 111 Forecast Sales of Wine by Subsector: Total Value 2009-2014
- Table 112 Forecast Sales of Wine by Subsector: % Total Volume Growth
2009-2014
- Table 113 Forecast Sales of Wine by Subsector: % Total Value Growth
2009-2014
SPIRITS IN PORTUGAL
- HEADLINES
- TRENDS
- Production, Imports and Exports
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR BACKGROUND
- Vodka, gin and other blended Scotch whisky Price band methodology
- SECTOR DATA
- Table 114 Sales of Spirits by Subsector: Total Volume 2004-2009
- Table 115 Sales of Spirits by Subsector: Total Value 2004-2009
- Table 116 Sales of Spirits by Subsector: % Total Volume Growth 2004-2009
- Table 117 Sales of Spirits by Subsector: % Total Value Growth 2004-2009
- Table 118 Sales of Spirits by On-trade vs Off-trade Split: Volume
2004-2009
- Table 119 Sales of Spirits by On-trade vs Off-trade Split: Value
2004-2009
- Table 120 Sales of Spirits by On-trade vs Off-trade Split: % Volume
Growth 2004-2009
- Table 121 Sales of Spirits by On-trade vs Off-trade Split: % Value
Growth 2004-2009
- Table 122 Sales of Other Blended Scotch Whisky by Premium/Super-premium
Split 2004-2009
- Table 123 Sales of Gin by Premium/Super-premium Split 2004-2009
- Table 124 Sales of Vodka by Premium/Super-premium Split 2004-2009
- Table 125 Sales of Flavoured vs Non-flavoured Vodka 2004-2009
- Table 126 Spirits Production, Imports and Exports: Total Volume 2003-2008
- Table 127 Spirits Exports by Country of Destination: Total Volume
2003-2008
- Table 128 Spirits Exports by Country of Destination: Total Value
2003-2008
- Table 129 Spirits Imports by Country of Origin: Total Volume 2003-2008
- Table 130 Spirits Imports by Country of Origin: Total Value 2003-2008
- Table 131 Whisk(e)y Production, Imports and Exports: Total Volume
2003-2008
- Table 132 Brandy & Cognac Production, Imports and Exports: Total Volume
2003-2008
- Table 133 Vodka Production, Imports and Exports: Total Volume 2003-2008
- Table 134 Gin Production, Imports and Exports: Total Volume 2003-2008
- Table 135 Rum Production, Imports and Exports: Total Volume 2003-2008
- Table 136 Tequila Production, Imports and Exports: Total Volume 2003-2008
- Table 137 Liqueurs Production: Total Volume 2003-2008
- Table 138 Company Shares of Spirits by National Brand Owner 2005-2009
- Table 139 Company Shares of Spirits by Global Brand Owner 2005-2009
- Table 140 Brand Shares of Spirits 2006-2009
- Table 141 Forecast Sales of Spirits by Subsector: Total Volume 2009-2014
- Table 142 Forecast Sales of Spirits by Subsector: Total Value 2009-2014
- Table 143 Forecast Sales of Spirits by Subsector: % Total Volume Growth
2009-2014
- Table 144 Forecast Sales of Spirits by Subsector: % Total Value Growth
2009-2014
