发布日期：2008年2月

摘要

Beer in Hong Kong, China 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 HKSAR Government announced a tax reduction on beer from 40% to 20% during the review period, and it is hoped that the duty cut could help in the growth of consumer foodservice industry. However, there is no obvious price cut reflected at the retail channels. Some trade sources indicated that the increasing operating costs hinder the price reduction. Also, there is also remaining stock which needs to be cleared at the original retail price.

Polarisation would be the trend for the beer. Premium lager and economic lager saw growth at the expense of standard lager. Benefiting from the economic recovery, consumers are willing to increase consumption of premium brands due to their higher disposable income. Consumers are willing to pay more to enjoy higher quality and more indulgent beer. On the other hand, the advancement in beer production enabled manufacturers to produce beer products at lower cost, resulting in the improved quality of economy brands.

Although premium beer is set to see growth, economy beer also posts strong growth in 2007. With the advancement of production technology, the quality of economy beer has improved in recent years, attracting value-conscious consumers from standard beer.

The alcohol content of beer in Hong Kong is around 4-5%. Health has become an increasing concern among consumers, which might pressurise manufacturers to introduce lower calorie beer products in future.

Stout was not popular in Hong Kong at the end of the review period, while dark beer saw marginal demand. Without any special promotional support, sales volume recorded a marginal increase of around 1% in 2007.

Production, Imports and Exports

Imported beer held a total volume share of around 65% in 2007. The shift of the San Miguel Brewery production line to China will change the overall picture of imported beer against domestic beer in future.

In September 2007 San Miguel closed its brewery in Hong Kong. As one of the few local breweries in Hong Kong, the closure of the factory is likely to greatly affect the domestic beer environment, especially in the standard price segment, and is likely to have a moderate impact on economy beer.

The closure of the San Miguel brewery would in fact increase the volume of imported lager, but this is likely to be offset by a general drop in beer. As a result of this, only microbreweries are left in Hong Kong for the production of some private label products. Only standard and economy lager see local production, with all premium lager imported, mainly from China.

目录及图表

Table of contents

ALCOHOLIC DRINKS IN HONG KONG, CHINA : MARKET INSIGHT

EXECUTIVE SUMMARY

Alcoholic drinks see decline in demand

Local production of San Miguel ceases by the third quarter of 2007

Wine and spirits distribution through specialists and supermarkets increases

Limited growth predicted for forecast period

KEY TRENDS AND DEVELOPMENTS

Tax reduction on beer and wine

Consumers shifting to wine and whisk(e)y

Increasing number of novel alcoholic drinks found in on-trade establishments

Premiumisation becomes major trend in alcoholic drinks environment

Gift sets in spirits popular during festivals

Specialist retailers

Summary 1 Leading Specialist Retailers 2006

Market Merger and Acquisition Activity

LEGISLATION

TAXATION AND DUTY LEVIES

Table 1 Taxation and Duty Levies on Alcoholic Drinks 2007

Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007

Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2007

Table 4 Selling Margin of a Typical Imported Wine Brand 2007

Table 5 Selling Margin of a Typical Imported Spirits Brand 2007

OPERATING ENVIRONMENT

MARKET INDICATORS

Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007

MARKET DATA

Table 7 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007

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

Table 9 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007

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

Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007

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

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

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

Table 15 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006

Table 16 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007

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

Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012

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

Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012

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

Table 22 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006

Table 23 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007

Table 24 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007

Table 25 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012

Table 26 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012

Table 27 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012

Table 28 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012

DEFINITIONS

Summary 2 Research Sources

LOCAL COMPANY PROFILES - HONG KONG, CHINA

JEBSEN & CO LTD - ALCOHOLIC DRINKS - HONG KONG, CHINA

STRATEGIC DIRECTION

KEY FACTS

Summary 3 Jebsen & Co Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 4 Jebsen & Co Ltd: Competitive Position 2006

MAXXIUM HONG KONG LTD - ALCOHOLIC DRINKS - HONG KONG, CHINA

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Maxxium Hong Kong Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 6 Maxxium Hong Kong Ltd: Competitive Position 2006

PONTI TRADING LTD - ALCOHOLIC DRINKS - HONG KONG, CHINA

STRATEGIC DIRECTION

KEY FACTS

Summary 7 Ponti Trading Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

TELFORD INTERNATIONAL CO LTD - ALCOHOLIC DRINKS - HONG KONG, CHINA

STRATEGIC DIRECTION

KEY FACTS

Summary 8 Telford International Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 9 Telford International Ltd: Competitive Position 2006

WING HING PROVISION WINE & SPIRIT CO LTD - ALCOHOLIC DRINKS - HONG KONG, CHINA

STRATEGIC DIRECTION

KEY FACTS

Summary 10 Wing Hing Provision Wine & Spirit Co Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 11 Wing Hing Provision Wine & Spirit Co Ltd: Competitive Position 2005

BEER IN HONG KONG, CHINA

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Lager price band methodology

Summary 12 Lager by Price Band 2007

SECTOR DATA

Table 29 Sales of Beer by Subsector: Total Volume 2002-2007

Table 30 Sales of Beer by Subsector: Total Value 2002-2007

Table 31 Sales of Beer by Subsector: % Total Volume Growth 2002-2007

Table 32 Sales of Beer by Subsector: % Total Value Growth 2002-2007

Table 33 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007

Table 34 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007

Table 35 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007

Table 36 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007

Table 37 Beer: Production, Imports and Exports: Total Volume 2001-2006

Table 38 Beer Exports by Country of Destination: Total Volume 2001-2006

Table 39 Beer Exports by Country of Destination: Total Value 2001-2006

Table 40 Beer Imports by Country of Origin: Total Volume 2001-2006

Table 41 Beer Imports by Country of Origin: Total Value 2001-2006

Table 42 Company Shares of Beer by National Brand Owner 2002-2006

Table 43 Company Shares of Beer by Global Brand Owner 2002-2006

Table 44 Brand Shares of Beer 2003-2006

Table 45 Forecast Sales of Beer by Subsector: Total Volume 2007-2012

Table 46 Forecast Sales of Beer by Subsector: Total Value 2007-2012

Table 47 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012

Table 48 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012