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The beer market contracted by 3% due to lower Horeca sales, unfavorable weather and delayed ATL activities. This delay of ATL activity not only affected just the summer consumption, but also the category awareness. Austerity measures at the end of 2014 additionally affected consumer spending, however Zajecarsko was able to see significant growth and take over second position from Lav. Beer mixes experienced a particularly large drop, restricted by low marketing activities and poor weather, which the segment is particularly reliant on. Despite reduced beer consumption overall, there was increased demand for high priced brands as consumers wanted to experience the premium taste on very rare occasions.
Beer market saw a 3% contraction with delayed ATL activities, a poor summer and limited consumer spending
United Serbian managed to advance in the beer market with its brand, Zajecarsko through a low pricing strategy, allowing them to widen their consumer base
Market leaders, Jelen and Lav lost volumes amidst the low pricing strategy of Zajecarko, although the two players tried to match the price difference in order to prevent further losses of volume in the arena
Heineken and Budvar moved from superpremium to premium triggering a volume transfer between the two segments
Serbia Beer Market Insights 2015 Report provides a complete overview of the Serbia beer industry structure offering a comprehensive insight into historical background trends, 2014 performance and 2015 outlook. Covering total market (on and off-premise) the report details:
2010-2014 actual detailed beer consumption volume data by segment, brand, brewer, packaging and distribution (on-/off-premise), with 2015 forecasts
Top line production, import, export and consumption volume from 2004-2014 with forecasts for 2015
Value by distribution channel 2010-2014, with 2015 forecasts
2013-2015 selected on- / off-premise retail prices
Details of key beer new product launches in 2014 by company
Overview of the competitive landscape in the beer market, with analysis of key company performance
Insightful and valuable analysis of the drivers behind both current and emerging trends in the beer market
Data is also available in excel format
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Gain an in-depth understanding of the dynamics and structure of the Serbia beer industry, from the latest competitive intelligence of both historical and forecast trends to enhance your corporate strategic planning
Evaluate the current emerging trends and future growth opportunities in the Serbia beer market to support your brand development and marketing initiatives
Understand volume vs value trends and identify the key growth opportunities across the super-premium, premium, mainstream and discount segments to best target profitability
Analyse domestic and imported beer brand performance and determine the key trends driving consumption preference to develop a competitive advantage
Interrogate the unique granularity of our data to analyse the market on a variety of levels to make well-informed decisions on future threats and growth prospects in the marketplace for your company
Use our new powerpoint add-on to quickly absorb a succinct summary of the key trends in the Serbia beer market
View a selection of the key 2014 product launches and identify competitor activity and product innovation and differentiation prospects