2 | Market structure, trends
and developments
Exports
In 2010, 2.5 million hectolitres of Portuguese beer was
exported. The main export markets for this beer is
Portuguese speaking countries in Africa (mainly Angola).
Imports
Approximately 3% of the beer sold in Portugal is imported.
In 2010 180,000 hectolitres of beer was imported.
Consumption patterns
The consumption per capita has been decreasing slowly
from 61 litres in 2007 to 59 litres in 2010.
The majority of the beer consumed is in the hospitality
sector, like restaurants and bars.
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Sources : The Brewers of Europe Beer Statistics 2010
edition and APCV
Beer in 2008 Beer in 2009 Beer in 2010
Off-trade sales
37.5%
30%
31%
On-trade sales
62.5%
70%
69%
Expenditures
In 2010, the breweries spent more on media, marketing,
and communications due to higher investments in
their beer brands. In 2010, they spent relatively less on
the purchase of equipment and machinery and other
fxed costs due to the goal of a task force to increase
FOCF (free operating cash fow) and other effciency
programmes.
Taxation
During recent years a number of changes have been
introduced. VAT increased from 17% in 2006 to 20% in
2008. Currently, VAT is 21%. More changes in the VAT
rate have been announced. Also, environmental taxes
have increased to 35%.
Distribution and retail
There is more market penetration of own-brand beer.
Sales of private labels increased in 2010 particularly
driven by the economic diffculties. Nevertheless, the beer
market still shows resistance to private labels compared
with other consumer goods segments. The domestic beer
market volume decreased especially in the last quarters
or 2010, while exports increased. The distribution of 20 cl
bottles increased while mini and draught beer decreased.
Packaging and bottling
There is a stronger consumer preference for one-way
bottles and lower bottle capacity. This has resulted in
an increase for brewers in expenditure on glass bottles.
Raw materials
Commodity prices have to increase signifcantly in recent
years and consequently the costs of goods sold have
risen, putting pressure on the margins of beer companies.
The most important threats the beer sector will face
in the upcoming years are :
Lower beer consumption.
Higher tax rates.
Market dimension decrease.
Higher production prices (increase on costs
of goods sold, raw materials).
Private label.
The Contribution made by Beer to the European Economy
194