2 | Market structure, trends
and developments
Exports
In 2010, 902,600 hectolitres of beer that was produced
in Spain, was exported. The main export markets for
Spanish beer are Equatorial Guinea, France, and Italy.
Imports
Some 8% of the beer sold in Spain is imported. In 2010,
2.8 million hectolitres of beer was imported. The main
import markets are Germany, The Netherlands, and France.
Consumption patterns
Due to the economic crisis, beer consumption has
decreased dramatically, according to the Ministry of
Environment, Rural and Fishery Development fgures. For
the frst time, beer consumption has decreased not only
in the on-trade (-5.9%), but also in the off-trade (-1.9%).
Beer consumption in Spain has been decreasing since
2007. The consumption per capita was 48.3 litres in 2010.
The majority of beer is consumed in pubs, restaurants and
clubs. The hospitality sector however shows decreasing
fgures due to the economic crisis. In general, beer sales
have decreased by 2.1%. Due to the economic situation,
there is a change from consumption in on-premise to
purchase in of- trade outlets : consumers are going less to
bars and restaurants and instead their beer consumption
is at home with friends.
Beer in 2008 Beer in 2009 Beer in 2010
Off-trade
consumption
31%
33%
34%
On-trade
consumption
69%
67%
66%
Taxation
In 2010, the Spanish brewers faced a VAT rate increase
from 16 to 18% and the reduced VAT rate (applied to the
on-trade) increased from 7 to 8%.
Marketing
In 2010, legal measures that prohibit or limit promotion
and advertisement activities for beer continued at a
regional level.
Health and consumer
The Spanish brewing sector is realizing that the health
of the consumer is becoming more important for the
beer industry.
Brewing sector
Distributor brands are becoming more relevant in
the beer market.
The most important threats the beer sector
will face in the upcoming years are :
The higher tax rates.
Lower consumption.
Higher production costs (prices of raw materials
and deposit on packaging).
Anti-tobacco laws.
The economic and fnancial crisis.
The Contribution made by Beer to the European Economy
224