The Per capita consumption of Beer segment in Serbia reached 67.59 Litres in 2022
The indicator recorded a historical growth (CAGR) of 0.38% between 2019 to 2022, and is expected to grow by...
GlobalData projects the indicator to grow at a CAGR of...
Beer segment in Serbia
The beer & cider market consists of the retail sale of beer and cider. The beer segment consists of ale, dark beer, lager, stout, flavored beer, wheat beer, beer mixes, and seasonal beer. The cider segment consists of apple cider, flavored cider, pear cider, and seasonal cider.
The Serbian economy was negatively impacted by the outbreak of the COVID-19 pandemic; however, the impact was low compared to other countries. According to GlobalData, the real GDP declined in 2020. As a result, the purchasing power of Serbian consumers was reduced slightly and they became more frugal, purchasing non-essential products. The consumption of beer fell in 2020. In addition, consumers became more inclined towards heavily discounted products as several brands focused on price promotions to stimulate off-premise sales in 2020. As a result, average prices across all price segments declined in 2020. However, the economy is expected to recover in 2020 and real GDP is forecast to grow in 2021. In line with the recovering economy, the volume sales of the beer category are expected to recover as well in 2021.
Category segmentation
The Beer market is categorized into five major segments – Standard lager, Premium lager, Low/no alcohol, Ales, stouts & bitters, and Specialty beer. The larger fall in value sales compared to volume sales indicates that consumers opted for cheaper products or products with heavy discounts in 2020. This is supported by the heavy price promotions of several brands to increase off-premise sales, such as Tuborg, Niksicko, and Loewenbrau.
Rise in sales via Modern Retail channel & Recovery of On-Premise Sales
Amid the pandemic, as on-premise channels were temporarily closed in 2020, consumers moved towards off-premise channels for the purchase of beer & cider. In addition, strong price promotions offered by several brands motivated consumers to visit convenience stores and large modern outlets. As a result, volume sales increased in convenience stores and large modern outlets, respectively, in 2020.
In line with economic recovery and vaccination programs, sales of on-premise channels are expected to recover in 2021. Consumers will return to HoReCa outlets to enjoy social occasions after staying indoors for most of 2020.
Price segmentation
The volume sales of the discount price segment declined sharply in 2020 as consumers either reduced their alcohol intake amid the pandemic or they migrated to mainstream price products as companies offered big price promotions in 2020. In Serbia, the premiumization trend was gaining momentum in 2019, before the COVID-19 pandemic. The trend continued to some extent in 2020, but several brands offered price promotions to increase volume sales through off-premise channels
Who are the leading players?
Heineken Srbija was the leading company in Serbia, accounting for a majority volume share in 2020. The company is in the business of production, distribution, and beer sales. The company is headquartered in Belgrade, Serbia. The company operates two breweries in Serbia, located in Novi Sad and Zajecar. The Zajecar brewery follows traditional brewing expertise while the Novi Sad brewery is a technologically modern brewery. The company’s portfolio of brands includes Zajecarsko, Heineken, Lasko, Amstel, Pils Plus, and Krusovice.
Apatinska Pivara
Apatinska Pivara, the second leading company in the Serbian beer & cider sector, accounted for a large volume share in 2020. The company produces and sells beer in Serbia. In 2012, Apatinska Pivara became a member of Molson Coors Brewing Company. The headquarter of the company is in Apatin, West Bačka, Serbia.
Carlsberg Serbia, operating within the Carlsberg Group, was the third-largest company in the Serbian beer & cider sector in 2020. The company is headquartered in Čelarevo, Bačka PalankaIn, Serbia. Carlsberg Breweries A/S bought the majority of shares in Pivara Čelarevo AD in September 2003 and renamed the brewery Carlsberg Srbija in November 2005.
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