亚太地区啤酒行业报告+Monitordata.ppt

Beer in Asia-PacificIndustry ProfileReference Code:0200-0744Publication date:September,Datamonitor USA245 Fifth Avenue4th FloorNew York,NY 10016USAt:+1 212 686 7400f:+1 212 686 2626e:,Datamonitor EuropeCharles House108-110 Finchley RoadLondon NW3 5JJUnited Kingdomt:+44 20 7675 7000f:+44 20 7675 7500e:,Datamonitor GermanyKastor&PolluxPlatz der Einheit 160327 FrankfurtDeutschlandt:+49 69 9754 4517f:+49 69 9754 4900e:,Datamonitor Asia PacificLevel 46,2 Park StreetSydney,NSW 2000Australiat:+61 2 8705 6900f:+61 2 8705 6901e:,ABOUT DATAMONITORABOUT DATAMONITORDatamonitor is a leading business information company specializing in industryanalysis.Through its proprietary databases and wealth of expertise,Datamonitor providesclients with unbiased expert analysis and in depth forecasts for six industry sectors:Healthcare,Technology,Automotive,Energy,Consumer Markets,and FinancialServices.The company also advises clients on the impact that new technology andeCommerce will have on their businesses.Datamonitor maintains its headquarters inLondon,and regional offices in New York,Frankfurt,and Hong Kong.The companyserves the worlds largest 5000 companies.Datamonitors premium reports are based on primary research with industry panelsand consumers.We gather information on market segmentation,market growth andpricing,competitors and products.Our experts then interpret this data to producedetailed forecasts and actionable recommendations,helping you create new businessopportunities and ideas.Our series of company,industry and country profiles complements our premiumproducts,providing top-level information on 10,000 companies,2,500 industries and50 countries.While they do not contain the highly detailed breakdowns found inpremium reports,profiles give you the most important qualitative and quantitativesummary information you need-including predictions and forecasts.All Rights Reserved.No part of this publication may be reproduced,stored in a retrieval system or transmitted in any form byany means,electronic,mechanical,photocopying,recording or otherwise,without the prior permission ofthe publisher,Datamonitor.The facts of this report are believed to be correct at the time of publication but cannot be guaranteed.Please note that the findings,conclusions and recommendations that Datamonitor delivers will be basedon information gathered in good faith from both primary and secondary sources,whose accuracy we arenot always in a position to guarantee.As such Datamonitor can accept no liability whatever for actionstaken based on any information that may subsequently prove to be incorrect.Asia-Pacific-Beer,Datamonitor(Published September 2009),Page 2,EXECUTIVE SUMMARYEXECUTIVE SUMMARYMarket ValueThe Asia-Pacific beer market grew by 6.5%in 2008 to reach a value of$99.6 billion.Market Value ForecastIn 2013,the Asia-Pacific beer market is forecast to have a value of$127.5 billion,anincrease of 27.9%since 2008.Market VolumeThe Asia-Pacific beer market grew by 9.7%in 2008 to reach a volume of 50.8 billionliters.Market Volume ForecastIn 2013,the Asia-Pacific beer market is forecast to have a volume of 66.6 billion liters,an increase of 31%since 2008.Market Segmentation IStandard lager sales dominated the Asia-Pacific beer market in 2008,generating76.3%of the markets overall revenues.Market Segmentation IIChina accounts for 42.9%of the Asia-Pacific beer markets value.Market ShareAnheuser-Busch InBev accounts for 19.8%of the Asia-Pacific beer markets volume.DistributionSupermarkets and hypermarkets distribute 34.2%of the Asia-Pacific beer marketsvolume.Asia-Pacific-Beer,Datamonitor(Published September 2009),Page 3,3,7,9,10,11,12,13,14,17,25,CONTENTSTABLE OF CONTENTSEXECUTIVE SUMMARY,CHAPTER 1,Market Overview,1.11.21.3,Market DefinitionResearch HighlightsMarket Analysis,778,CHAPTER 2CHAPTER 3CHAPTER 4CHAPTER 5CHAPTER 6CHAPTER 7CHAPTER 8,Market ValueMarket VolumeMarket Segmentation IMarket Segmentation IIMarket ShareCompetitive LandscapeLeading Companies,8.18.28.3,Anheuser-Busch InBev NV/SASABMiller PlcTsingtao Brewery Company Ltd.,172023,CHAPTER 9Asia-Pacific-Beer,Distribution,Datamonitor(Published September 2009),Page 4,26,26,27,28,29,29,CONTENTS,CHAPTER 10,Market Forecasts,10.1 Market Value Forecast10.2 Market Volume Forecast,CHAPTER 1111.1 Methodology,Appendix,28,11.2 Industry Associations11.3 Related Datamonitor ResearchAsia-Pacific-Beer,Datamonitor(Published September 2009),Page 5,Table 1:,Table 2:,Table 3:,Table 4:,Table 5:,Table 6:,Table 7:,Table 8:,Table 9:,CONTENTSLIST OF TABLESAsia-Pacific Beer Market Value:$billion,2004-2008.9Asia-Pacific Beer Market Volume:Liters billion,2004-2008.10Asia-Pacific Beer Market Segmentation I:%Share,by Value,2008.11Asia-Pacific Beer Market Segmentation II:%Share,by Value,2008.12Asia-Pacific Beer Market Share:%Share,by Volume,2008.13Key Facts:Anheuser-Busch InBev NV/SA.17Key Financials:Anheuser-Busch InBev NV/SA.19Key Facts:SABMiller Plc.20Key Financials:SABMiller Plc.22,Table 10:Table 11:Table 12:Table 13:Table 14:,Key Facts:Tsingtao Brewery Company Ltd.23Key Financials:Tsingtao Brewery Company Ltd.24Asia-Pacific Beer Distribution:%Share,by Volume,2008.25Asia-Pacific Beer Market Value Forecast:$billion,2008-2013.26Asia-Pacific Beer Market Volume Forecast:Liters billion,2008-2013.27,Asia-Pacific-Beer,Datamonitor(Published September 2009),Page 6,MARKET OVERVIEW,CHAPTER 1,MARKET OVERVIEW,1.11.2,Market DefinitionThe beer market consists of ales,stouts&bitters,low/no alcohol beers,premiumlager,specialty beers and standard lager.The market is valued according to retailselling price(RSP)and includes any applicable taxes.Any currency conversionsused in the creation of this report have been calculated using constant annualaverage exchange rates.For the purpose of this report the Americas comprises Argentina,Brazil,Canada,Chile,Colombia,Mexico,Venezuela,and the United States.Europe comprises Belgium,the Czech Republic,Denmark,France,Germany,Hungary,Italy,Netherlands,Norway,Poland,Romania,Russia,Spain,Sweden,theUkraine and the United Kingdom.Asia-Pacific comprises Australia,China,Japan,India,Singapore,South Korea andTaiwan.The global figure comprises the Americas,Asia-Pacific and Europe.Research Highlights,The Asia-Pacific beer market generated total revenues of$99.6 billion in 2008,representing a compound annual growth rate(CAGR)of 4.6%for the period spanning2004-2008.Standard lager sales proved the most lucrative for the Asia-Pacific beer market in2008,generating total revenues of$76.1 billion,equivalent to 76.3%of the marketsoverall value.The performance of the market is forecast to accelerate,with an anticipated CAGR of5.1%for the five-year period 2008-2013,which is expected to drive the market to avalue of$127.5 billion by the end of 2013.Asia-Pacific-Beer,Datamonitor(Published September 2009),Page 7,MARKET OVERVIEW,1.3,Market Analysis,The Asia-Pacific beer market grew at a steady rate between 2004 and 2008.Thegrowth in this market is expected to accelerate in the forthcoming five years.The Asia-Pacific beer market generated total revenues of$99.6 billion in 2008,representing a compound annual growth rate(CAGR)of 4.6%for the period spanning2004-2008.In comparison,the Chinese and South Korean markets grew with CAGRsof 12%and 1.2%,respectively,over the same period,to reach respective values of$42.8 billion and$9.7 billion in 2008.Market consumption volumes increased with a CAGR of 7%for the period 2004-2008,to reach a total of 50.8 billion liters in 2008.The markets volume is expected torise to 66.6 billion liters by the end of 2013,representing a CAGR of 5.6%for the2008-2013 period.Standard lager sales proved the most lucrative for the Asia-Pacific beer market in2008,generating total revenues of$76.1 billion,equivalent to 76.3%of the marketsoverall value.In comparison,sales of premium lager generated revenues of$18billion in 2008,equating to 18%of the markets aggregate revenues.The performance of the market is forecast to accelerate,with an anticipated CAGR of5.1%for the five-year period 2008-2013,which is expected to drive the market to avalue of$127.5 billion by the end of 2013.Comparatively,the Chinese and SouthKorean markets will grow with CAGRs of 9.4%and 1.3%,respectively,over the sameperiod,to reach respective values of$67 billion and$10.3 billion in 2013.Asia-Pacific-Beer,Datamonitor(Published September 2009),Page 8,$billion,%Growth,MARKET VALUE,CHAPTER 2,MARKET VALUE,The Asia-Pacific beer market grew by 6.5%in 2008 to reach a value of$99.6 billion.The compound annual growth rate of the market in the period 2004-2008 was 4.6%.,Table 1:,Asia-Pacific Beer Market Value:$billion,2004-2008,Year20042005200620072008CAGR,2004-2008:Source:Datamonitor,$billion83.185.388.193.599.6,%Growth2.70%3.20%6.20%6.50%4.6%DATAMONITOR,Figure 1:,Asia-Pacific Beer Market Value:$billion,2004-2008,120100806040200,$billion,%Growth,7.0%6.0%5.0%4.0%3.0%2.0%1.0%0.0%,2004,2005,2006,2007,2008,Source:DatamonitorAsia-Pacific-Beer Datamonitor(Published September 2009),DATAMONITORPage 9,Litersbillion,%Growth,MARKET VOLUME,CHAPTER 3,MARKET VOLUME,The Asia-Pacific beer market grew by 9.7%in 2008 to reach a volume of 50.8 billionliters.The compound annual growth rate of the market volume in the period 2004-2008 was7%.,Table 2:,Asia-Pacific Beer Market Volume:Liters billion,2004-2008,Year20042005200620072008CAGR,2004-2008:Source:Datamonitor,Liters billion38.840.442.146.350.8,%Growth4.10%4.10%10.10%9.70%7.0%DATAMONITOR,Figure 2:,Asia-Pacific Beer Market Volume:Liters billion,2004-2008,6050403020100,Liters billion,%Growth,12.0%10.0%8.0%6.0%4.0%2.0%0.0%,2004,2005,2006,2007,2008,Source:DatamonitorAsia-Pacific-Beer Datamonitor(Published September 2009),DATAMONITORPage 10,MARKET SEGMENTATION I,CHAPTER 4,MARKET SEGMENTATION I,Standard lager sales dominated the Asia-Pacific beer market in 2008,generating76.3%of the markets overall revenues.Sales of premium lager generated 18%of the markets aggregate revenues.,Table 3:,Asia-Pacific Beer Market Segmentation I:%Share,by Value,2008,CategoryStandard lagerPremium lagerAles,stouts&bittersLow/no alcoholSpecialty beerTotalSource:Datamonitor,%Share76.30%18.00%2.40%2.30%0.90%100.0%,DATAMONITOR,Figure 3:,Asia-Pacific Beer Market Segmentation I:%Share,by Value,2008Low/no alcohol2.3%,Ales,stouts&bitters2.4%,Specialty beer0.9%,Premium lager18%Standard lager76.3%,Source:DatamonitorAsia-Pacific-Beer Datamonitor(Published September 2009),DATAMONITORPage 11,MARKET SEGMENTATION II,CHAPTER 5,MARKET SEGMENTATION II,China accounts for 42.9%of the Asia-Pacific beer markets value.In comparison,Japan accounts for a further 28.6%of the regional markets value.,Table 4:,Asia-Pacific Beer Market Segmentation II:%Share,by Value,2008,GeographyChinaJapanRest of Asia-PacificSouth KoreaIndiaTotalSource:Datamonitor,%Share42.90%28.60%15.20%9.80%3.50%100.0%,DATAMONITOR,Figure 4:,Asia-Pacific Beer Market Segmentation II:%Share,by Value,2008,South Korea9.8%Rest of Asia-Pacific15.2%Japan28.6%Source:DatamonitorAsia-Pacific-Beer Datamonitor(Published September 2009),India3.5%,China42.9%,DATAMONITORPage 12,MARKET SHARE,CHAPTER 6,MARKET SHARE,Anheuser-Busch InBev accounts for 19.8%of the Asia-Pacific beer markets volume.SABMiller accounts for a further 13.1%of the markets volume.,Table 5:Company,Asia-Pacific Beer Market Share:%Share,by Volume,2008%Share,Anheuser-Busch InBevSABMillerTsingtao Brewery Company LimitedOtherTotalSource:Datamonitor,19.80%13.10%10.50%56.60%100.0%,DATAMONITOR,Figure 5:,Asia-Pacific Beer Market Share:%Share,by Volume,2008Anheuser-BuschInBev19.8%SABMiller,Other,13.1%,56.6%TsingtaoBrew eryCompany Limited10.5%,Source:DatamonitorAsia-Pacific-Beer Datamonitor(Published September 2009),DATAMONITORPage 13,COMPETITIVE LANDSCAPE,CHAPTER 7,COMPETITIVE LANDSCAPE,The beer market will be analyzed taking manufacturers of beer as players.The keybuyers will be taken as retail and on-trade companies,and producers of malted grain,hops and bottles or barrels as the key suppliers.The Asia-Pacific beer market is fairly fragmented,with top three players holding43.4%of the total market by volume.The market leaders own a variety of recognizedbrands and operate within various segments of the market,which is possible due tothe ease of increase in production capacity once a company is established.There is a high degree of product differentiation in the market,as there are manyvarieties within the beer category,including:ales,stouts,low/no alcohol,standardand premium lager,and specialty beer.Buyer power varies depending on buyersreliance on beer sales to generate revenues.Therefore,buyer power is greateramongst larger retailers(supermarkets/hypermarkets)as switching costs for buyersare not particularly high.The wide range of brands available,with an accompanying variance in quality andprice,prevents buyer power from becoming disproportionately strong in this market.Supplier power is also moderate,due to the fact,that raw materials for the endproduct are commonly available.Entry into this market would be highly dependent onthe growth prospects and also on the size of the existing players.Furthermore,beeris vulnerable to the threat from substitutes such as spirits and wine,due to lowswitching costs and consumption patterns in different geographies.The buyers in this market are quite fragmented.Supermarket chains are often able tonegotiate very strongly on price with beer producers,which boosts their buyer powersignificantly.Switching costs for buyers are not particularly high,which increasesbuyer power in all markets.Beer producers can differentiate their products quitestrongly,not only by the overall segment(lager or bitter,for example)but also bybrand,ingredients,style,and so on.This,and the fact that major buyers generally need to offer a wide range of beers fortheir own customers depending on their needs,should tend to weaken buyer power.Furthermore,producers and retailers operate in distinct businesses,with very littlelikelihood of forward or backward integration.Overall,buyer power is assessed asmoderate,although it can be stronger within certain country markets.The main inputs for beer producers in the Asia-Pacific market are malted grain,hopsand bottles or barrels.Traditionally,beer makers operated non-vertically integratedbusinesses:buying hops from independent producers along with either barley fromfarmers for processing at the brewerys own malting house,or malted barley fromthird-party maltings.Asia-Pacific-Beer,Datamonitor(Published September 2009),Page 14,COMPETITIVE LANDSCAPEBeer would then be made from these raw materials and casked or bottled on site.This model is still followed by large companies to some extent.However,the scale ofthe dominant multinational players means that some breweries in the global marketnow grow their own hops,weakening supplier power.The independent hop growersare numerous,and include some fairly small operations,which further weakenssupplier power.Independent barley growers can find alternative markets;for examp