发布日期;2008年3月

摘要

Beer in France 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.

Product coverage

Dark beer; Lager by origin; Lager by price platform; Low/non-alcohol beer; Stout

Executive summary

The key trend in 2007 was demand for quality above quantity, with consumers looking for flavourful and high quality beer. Consumers are tending to have a more responsible and health-oriented attitude towards alcohol, preferring to consume less but better. In parallel with consumer demand, manufacturers committed themselves to campaign against excessive alcohol consumption, in partnership with Les Brasseurs de France (the French beer trade association). The trade association set up a website www.reperes-alcool.com to promote moderation in alcohol drinking. Based on Worldwide Health Organisation alcohol recommendations, this website enables consumers to calculate the units of alcohol consumed.

Beer consumption is highly dependent on weather conditions, and poor weather conditions in 2007 impacted beer sales negatively. However, the Rugby Union World Cup, held in France in September, contributed to growth. The Anglo-Saxon rugby culture, as perceived by French consumers, had a positive influence on beer consumption, with beer considered part of the event.

In France, beer sales have been driven by premium products, which meet consumers’ demand for high quality and flavourful beers. This trend positively impacted both premium lager and dark beer. Brewers therefore increased their efforts to offer upmarket products. Heineken upgraded its Affligem brand by introducing a new visual identity in spring 2007, to position Affligem at the higher of the sector, closer to the abbey image associated with high quality and tradition.

The fastest growth was registered by the dark beer subsector, with both wheat beer and other dark beer registering significant growth. Wheat beer sales grew by 8% in value terms and by 11% in volume terms in 2007, while other dark beer grew by 8% in both value and volume terms.

In France, the beers known as “bières d’abbaye” saw their sales boom. French consumers proved receptive to these beers, which marry taste, authenticity, tradition and even an image of spirituality. Private label products have started to gain a presence in this type of beer, with the discounter Lidl launching Abbaye de Oudkerken in June 2006.

The principle of consuming less but better had a negative impact on off-trade sales of standard and economy lager, as consumers shifted towards premium lagers. Premium lagers and dark beers also benefited from the revival of the at-home apéritif concept, with French consumers sharing alcoholic drinks and food among relatives and/or friends before dinner.

On-trade beer sales accounted for 35% of volume and 70% of value in 2007. On-trade beer sales continued to decline in that year, impacting total beer sales negatively. Continuing desertion of cafés by consumers, and consequent closures among such establishments contributed to this decline. Manufacturers increased their efforts to support on-trade sales, for example by training bartenders to deliver high quality draught beer. InBev launched its new system called Perfect Draft in restaurants, while Kronenbourg introduced refrigerators called Excelsius to serve beer at 3°C. Heineken France, meanwhile, has created an on-trade business development department to work specifically in the on-trade channel.

Beers of 5.5% abv have performed better than the sector average. A more responsible attitude to consumption in terms of quantity has, perhaps paradoxically, led consumers to drink better tasting but also sometimes more potent beers. Low-alcohol beer sales have remained flat, and such products have not managed to recruit new consumers. At the opposite end of the spectrum, premium lagers, such as Bavaria 8.6°, registered significant success, and in spring 2007 the company introduced new smaller cans of 25cl as a moderate volume alternative. Other new product developments included the new Leffe 9°, launched in April 2007.

Stout and dark beers continued to enjoy healthy growth in 2007. The wide range of flavours offered by these beer have contributed to this positive sales trend. Manufacturers have continued to introduce new products, especially white beers and “bières d’abbaye” in new formats, with varying alcohol content and new designs. For example, Brasseries Kronenbourg has launched a new original white beer called Grimbergen Cuvée Blanche.

Production, Imports and Exports

Beer production in France reached 1.63 billion litres in 2005, down by almost 3% on 2004. In 2006, production fell further, to less than 1.62 billion litres. Drought in July 2006, followed by poor weather conditions in August, negatively impacted the barley harvest, leading to reduced production of barley and malt. Lack of supply was a worldwide phenomenon, and some industry experts believed that there would be a shortfall of 200,000 tonnes of malt from what would be required to meet European needs in 2007.

Imports reached 596 million litres and exports reached 181 million litres in 2006. Domestic and foreign trade continued to take place mainly in Europe, as the three dominant companies have production facilities across Europe. More than three quarters of total beer import volumes to France came from Belgium and Germany. In terms of exports, France exported almost 42% of volume to its neighbour the UK, and more than 12% to Germany.

Domestic lagers continued to account for the bulk of lager sales in 2006, with 85% of total volume. The main domestic lagers include premium brands, such as Kronenbourg 1664 and Heineken, as well as standard lagers, such as Kronenbourg and 33 Export.

In France, total apparent consumption stood at 2 billion litres in 2006, in line with total beer volume sales of 2 billion litres. French consumers remain moderate consumers of beer, with per capita consumption of less than 41 litres per inhabitant of legal drinking age in 2007. Per capita consumption declined over the review period, in line with the trend of consuming less beer, but of higher quality.

目录及图表

Table of contents

ALCOHOLIC DRINKS IN FRANCE : MARKET INSIGHT

EXECUTIVE SUMMARY

Volume sales decline

Premiumisation of brands

Unchanged top five

Supermarkets/hypermarkets retain off-trade dominance

A similar decline forecast

KEY TRENDS AND DEVELOPMENTS

French consumers prefer premium

L’Apéro – the apéritif re-invented

Rosé on the rise

On-trade still suffering

Rising costs may lead to increasing prices

Specialist retailers – fighting the big grocery chains

Summary 1 Leading Specialist Retailers 2007

Market Merger and Acquisition Activity

Summary 2 Speculated Merger and Acquisition Activity 2006-2007

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

Summary 3 Taxation and Duty Levies on Alcoholic Drinks 2007

Table 1 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007

Table 2 Selling Margin of a Typical Domestically Produced Beer Brand 2007 – Kronenbourg 1664

Table 3 Selling Margin of a Typical Domestically Produced Wine Brand 2007 – Cellier des Dauphins

Table 4 Selling Margin of a Typical Imported Wine Brand 2007 – Du Toitskloof Sauvignon Blanc

Table 5 Selling Margin of a Typical Domestically Produced Spirits Brand 2007 – Rémy Martin

Table 6 Selling Margin of a Typical Imported Spirits Brand 2007 – William Peel

OPERATING ENVIRONMENT

MARKET INDICATORS

Table 7 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007

MARKET DATA

Table 8 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007

Table 9 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007

Table 10 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007

Table 11 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007

Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007

Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007

Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007

Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007

Table 16 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006

Table 17 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007

Table 18 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007

Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012

Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012

Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012

Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012

DEFINITIONS

Summary 4 Research Sources

LOCAL COMPANY PROFILES - FRANCE

BAVARIA FRANCE SA - ALCOHOLIC DRINKS - FRANCE

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Bavaria France SA: Key Facts

Summary 6 Bavaria France SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 7 Bavaria France SA: Competitive Position 2006

BRASSERIES KRONENBOURG SA - ALCOHOLIC DRINKS - FRANCE

STRATEGIC DIRECTION

KEY FACTS

Summary 8 Brasseries Kronenbourg SA: Key Facts

Summary 9 Brasseries Kronenbourg SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 10 Brasseries Kronenbourg SA: Production Statistics 2006

COMPETITIVE POSITIONING

Summary 11 Brasseries Kronenbourg SA: Competitive Position 2006

CASTEL FRèRES - ALCOHOLIC DRINKS - FRANCE

STRATEGIC DIRECTION

KEY FACTS

Summary 12 Castel Frères: Key Facts

Summary 13 Castel Frères: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 14 Castel Frères: Competitive Position 2006

CENTRE VINICOLE - NICOLAS FEUILLATTE - ALCOHOLIC DRINKS - FRANCE

STRATEGIC DIRECTION

KEY FACTS

Summary 15 Centre Vinicole – Nicolas Feuillatte: Key Facts

Summary 16 Centre Vinicole – Nicolas Feuillatte: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 17 Centre Vinicole – Nicolas Feuillatte: Production Statistics 2006

COMPETITIVE POSITIONING

Summary 18 Centre Vinicole – Nicolas Feuillatte: Competitive Position 2006

HEINEKEN ENTREPRISE SAS - ALCOHOLIC DRINKS - FRANCE

STRATEGIC DIRECTION

KEY FACTS

Summary 19 Heineken Entreprise SAS: Key Facts

Summary 20 Heineken Entreprise SAS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 21 Heineken Entreprise SAS: Production Statistics 2006

COMPETITIVE POSITIONING

Summary 22 Heineken Entreprise SAS: Competitive Position 2006

INBEV FRANCE SAS - ALCOHOLIC DRINKS - FRANCE

STRATEGIC DIRECTION

KEY FACTS

Summary 23 InBev France SAS: Key Facts

Summary 24 InBev France SAS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 25 InBev France SAS: Competitive Position 2006

LA MARTINIQUAISE SVS - ALCOHOLIC DRINKS - FRANCE

STRATEGIC DIRECTION

KEY FACTS

Summary 26 La Martiniquaise SVS: Key Facts

Summary 27 La Martiniquaise SVS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 28 La Martiniquaise SVS: Production Statistics 2006

COMPETITIVE POSITIONING

Summary 29 La Martiniquaise SVS: Competitive Position 2006

MARIE BRIZARD & ROGER INTERNATIONAL SAS - ALCOHOLIC DRINKS - FRANCE

STRATEGIC DIRECTION

KEY FACTS

Summary 30 Marie Brizard & Roger International SA: Key Facts

Summary 31 Marie Brizard & Roger International SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 32 Marie Brizard & Roger International SA: Production Statistics 2006

COMPETITIVE POSITIONING

Summary 33 Marie Brizard & Roger International SA: Competitive Position 2006

RéMY COINTREAU GROUP - ALCOHOLIC DRINKS - FRANCE

STRATEGIC DIRECTION

KEY FACTS

Summary 34 Rémy Cointreau Group: Key Facts

Summary 35 Rémy Cointreau Group: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 36 Rémy Cointreau Group: Production Statistics 2006

COMPETITIVE POSITIONING

Summary 37 Rémy Cointreau Group: Competitive Position 2006

RICARD SA - ALCOHOLIC DRINKS - FRANCE

STRATEGIC DIRECTION

KEY FACTS

Summary 38 Ricard SA: Key Facts

Summary 39 Ricard SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 40 Ricard SA: Competitive Position 2006

BEER IN FRANCE

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Lager Price band methodology

Summary 41 Lager by Price Band 2007

Published data comparisons

SECTOR DATA

Table 23 Sales of Beer by Subsector: Total Volume 2002-2007

Table 24 Sales of Beer by Subsector: Total Value 2002-2007

Table 25 Sales of Beer by Subsector: % Total Volume Growth 2002-2007

Table 26 Sales of Beer by Subsector: % Total Value Growth 2002-2007

Table 27 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007

Table 28 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007

Table 29 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007

Table 30 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007

Table 31 Beer: Production, Imports and Exports: Total Volume 2001-2006

Table 32 Beer Exports by Country of Destination: Total Volume 2001-2006

Table 33 Beer Exports by Country of Destination: Total Value 2001-2006

Table 34 Beer Imports by Country of Origin: Total Volume 2001-2006

Table 35 Beer Imports by Country of Origin: Total Value 2001-2006

Table 36 Company Shares of Beer by National Brand Owner 2002-2006

Table 37 Company Shares of Beer by Global Brand Owner 2002-2006

Table 38 Brand Shares of Beer 2003-2006

Table 39 Forecast Sales of Beer by Subsector: Total Volume 2007-2012

Table 40 Forecast Sales of Beer by Subsector: Total Value 2007-2012

Table 41 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012

Table 42 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012