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Category Management

More focus on those products / brands which binds customers to category 93% of the unique 0.0% buyers are reached with Bavaria 0.0 bottle and can and Amstel bottle. Other products produce relatively few new buyers.

The consumer and the non-alcoholic beer category More than 10% of Dutch people regularly drinks non-alcoholic beer:

Exclusive Penetration (=number of buyers who only buy this SKU and nothing else within Non-Alcoholic)

• Almost 40% of them is female. Women are relatively over represented within the non-alcoholic beer market. Women drink

Penetration (=number of buyers who have bought this SKU)

non-alcoholic beer: 1. as a refreshment/thirst quencher 2. because they are driving

Relation Volume and Rotation 100,0

98,4

12

92,4

87,5

10 8

3. for social reasons

78,4

62,1

100.0

1. because they are driving

80.0

2. as a refreshment/thirst quencher

70.0

3. for enjoyment

60.0 6

50.0

4

30.0

2. as a refreshment/thirst quencher

10.0 0 Bavaria non-alcoholic bottle

Amstel non-alcoholic bottle

Bavaria non-alcoholic can

pen. Excl. Buyers

4

2,5

Single Penetration

5,3

Cum. Penetration

5,3

Cum. reach E (Y2)

62,1

Grolsh non-alcoholic bottle

Other non-alcoholic bottle

0,4

Amstel non-alcoholic can

1,1

0,5

0,4

3,3

1,9

0,8

0,5

0,6

8

9,2

9,8

10,2

10,6

78,4

87,5

92,4

98,4

100,0

They drink non-alcoholic beer: 1. because they are driving

0.0

28% 35-50

38% woman

• 54% Of the current consumer group is over 50 years of age.

40.0

20.0

2

• Men drink non-alcoholic beer:

90.0

54% 50+

62% Male

11% 7%

Gender

Age

• The group younger than 50 years of age drink non-alcoholic beer: 1. as a refreshment/thirst quencher 2. because they are driving

The consumption of non-alcoholic beer ‘the thirst quencher / refresher’ correlates positively with temperature graph of relation between weather and beer consumption y = 3,7983x2 - 76,382x + 1760,6 R2 = 0,7395

3.500 3.000

HL. beer

2.500 2.000 1.500 1.000

Right.

5.00 0 0

5

10

15 Max. Temp.

20

25

30

35

}<35


Intrinsic value of the category matches with key consumer trends

The non-alcoholic beer category deserves 40% more shelf space based on sales

Shelf vision: more space and prominente position

• Health: - Low in calories, isotonic values and 90% pure water

Current number of facings:

- it is the ideal drink for regeneration and rehydration

Facings based on market share:

- has an almost perfect spectrum of complex sport sugars

0.0%/non-alcoholic

5

8

• No compromise attitude:

Wheat beer

12

7

- the enjoyment of beer, without the effects of alcohol

Amber

6

6

- the only bitter alternative, alongside soft drinks

Abbey beer

12

6

• Need for more refinement of taste and refreshment:

Bock beer

nvt

nvt

- strong growth in soft drinks, light fruit soft drinks and isotonic drinks

Mild/low alc

5

3

• Growing awareness of alcohol usage:

Weizen beer

5

4

- consumers choose lighter alcohol

Rose beer

8

6

Wheat beer

Weizen

0.0%

Rose

Low alc

Summer beer

Abbey

Amber

- increasing regulation from government

The non-alcoholic beer category clearly drifted into obscurity after the early nineties, when looking at the consumer profile. Nonetheless, the category is an excellent match with the most important consumer trends. So there is still a lot of untaped potential in the non-alcoholic beer category.

In 2010 Bavaria is going to give a new impulse to the category which is still the largest beer category after regular beer in 2009

Bavaria is market leader of the category non-alcoholic beer with 65% of the market

Average number of facings within the non-alcoholic beercategory Marketshare in % based on volume

5,0%

18

8.000

16

7.000

14

6.000

12

5.000

10

4.000

8

3.000

6

2.000

4

1.000

2

0

0.0%/nonalcoholic

Wheat beer

Volume Rotation

Amber

Abbey beer

Specialty Bier

Bock beer

Mild/low alc Weizen beer

0

25,0%

Top 7 Specialty Beers in Rotation (liter)

Top 7 Specialty Beers in volume (x1000 liter)

Relatie Volume en Rotatie 9.000

Bavaria deserves 40% more shelf space within the non-alcoholic beer category

65,0%

Bavaria

Amstel

Grolsch

Total

Current number of facings:

2

2

1

5

Facings based on flow and market share

4

2

1

7


Intrinsic value of the category matches with key consumer trends

The non-alcoholic beer category deserves 40% more shelf space based on sales

Shelf vision: more space and prominente position

• Health: - Low in calories, isotonic values and 90% pure water

Current number of facings:

- it is the ideal drink for regeneration and rehydration

Facings based on market share:

- has an almost perfect spectrum of complex sport sugars

0.0%/non-alcoholic

5

8

• No compromise attitude:

Wheat beer

12

7

- the enjoyment of beer, without the effects of alcohol

Amber

6

6

- the only bitter alternative, alongside soft drinks

Abbey beer

12

6

• Need for more refinement of taste and refreshment:

Bock beer

nvt

nvt

- strong growth in soft drinks, light fruit soft drinks and isotonic drinks

Mild/low alc

5

3

• Growing awareness of alcohol usage:

Weizen beer

5

4

- consumers choose lighter alcohol

Rose beer

8

6

Wheat beer

Weizen

0.0%

Rose

Low alc

Summer beer

Abbey

Amber

- increasing regulation from government

The non-alcoholic beer category clearly drifted into obscurity after the early nineties, when looking at the consumer profile. Nonetheless, the category is an excellent match with the most important consumer trends. So there is still a lot of untaped potential in the non-alcoholic beer category.

In 2010 Bavaria is going to give a new impulse to the category which is still the largest beer category after regular beer in 2009

Bavaria is market leader of the category non-alcoholic beer with 65% of the market

Average number of facings within the non-alcoholic beercategory Marketshare in % based on volume

5,0%

18

8.000

16

7.000

14

6.000

12

5.000

10

4.000

8

3.000

6

2.000

4

1.000

2

0

0.0%/nonalcoholic

Wheat beer

Volume Rotation

Amber

Abbey beer

Specialty Bier

Bock beer

Mild/low alc Weizen beer

0

25,0%

Top 7 Specialty Beers in Rotation (liter)

Top 7 Specialty Beers in volume (x1000 liter)

Relatie Volume en Rotatie 9.000

Bavaria deserves 40% more shelf space within the non-alcoholic beer category

65,0%

Bavaria

Amstel

Grolsch

Total

Current number of facings:

2

2

1

5

Facings based on flow and market share

4

2

1

7


Category Management

More focus on those products / brands which binds customers to category 93% of the unique 0.0% buyers are reached with Bavaria 0.0 bottle and can and Amstel bottle. Other products produce relatively few new buyers.

The consumer and the non-alcoholic beer category More than 10% of Dutch people regularly drinks non-alcoholic beer:

Exclusive Penetration (=number of buyers who only buy this SKU and nothing else within Non-Alcoholic)

• Almost 40% of them is female. Women are relatively over represented within the non-alcoholic beer market. Women drink

Penetration (=number of buyers who have bought this SKU)

non-alcoholic beer: 1. as a refreshment/thirst quencher 2. because they are driving

Relation Volume and Rotation 100,0

98,4

12

92,4

87,5

10 8

3. for social reasons

78,4

62,1

100.0

1. because they are driving

80.0

2. as a refreshment/thirst quencher

70.0

3. for enjoyment

60.0 6

50.0

4

30.0

2. as a refreshment/thirst quencher

10.0 0 Bavaria non-alcoholic bottle

Amstel non-alcoholic bottle

Bavaria non-alcoholic can

pen. Excl. Buyers

4

2,5

Single Penetration

5,3

Cum. Penetration

5,3

Cum. reach E (Y2)

62,1

Grolsh non-alcoholic bottle

Other non-alcoholic bottle

0,4

Amstel non-alcoholic can

1,1

0,5

0,4

3,3

1,9

0,8

0,5

0,6

8

9,2

9,8

10,2

10,6

78,4

87,5

92,4

98,4

100,0

They drink non-alcoholic beer: 1. because they are driving

0.0

28% 35-50

38% woman

• 54% Of the current consumer group is over 50 years of age.

40.0

20.0

2

• Men drink non-alcoholic beer:

90.0

54% 50+

62% Male

11% 7%

Gender

Age

• The group younger than 50 years of age drink non-alcoholic beer: 1. as a refreshment/thirst quencher 2. because they are driving

The consumption of non-alcoholic beer ‘the thirst quencher / refresher’ correlates positively with temperature graph of relation between weather and beer consumption y = 3,7983x2 - 76,382x + 1760,6 R2 = 0,7395

3.500 3.000

HL. beer

2.500 2.000 1.500 1.000

Right.

5.00 0 0

5

10

15 Max. Temp.

20

25

30

35

}<35

18802_Bavaria_CatMan_Brochure_ENG  

18802_Bavaria_CatMan_Brochure_ENG

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