1. Finland Beer Market Insights 2012
Report Details:
Published:September 2012
No. of Pages: 78
Price: Single User License – US$6672
Product Synopsis
A detailed market research report on the Finland beer industry. Researched and published by
Canadean.
Introduction and Landscape
Why was the report written?
This report comprises of high level market research data on the Finland beer industry, published
by Canadean. The report covers total market (on- and off-premise) and includes valuable insight
and analysis on beer market trends, brands, brewers, packaging, distribution channels, market
valuation and pricing.
What is the current market landscape and what is changing?
2011 saw beer sales grow by around 2% to 4,664th hls. There were mixed performances from
both the brewers and the distribution channels. The influence of the Pirkka discount brand on the
market has led to a change in the market dynamics; mainstream beers have lost volume as
consumers have been drawn to the cheaper discount brands.
What are the key drivers behind recent market changes?
Finnish consumers are quite loyal and when they realized that Pirkka was produced by local
independent brewer Olvi they opted to support that brand rather than an imported German beer at
Lidl.
What makes this report unique and essential to read?
The Finland Beer Market Insight report is designed for clients needing a quality in-depth
understanding of the dynamics and structure of the Beer market. The report provides a much more
granular and detailed data set than our competitors. All data has been researched, brand
upwards, by an experienced ''on-the-ground'' industry analyst who conducts face-to-face
interviews with key producers, leading companies in allied industries, distributors and retailers.
Key Features and Benefits
This report provides readers with an excellent way of gaining a thorough understanding of the

2. dynamics and structure of the Finland Beer industry. Data includes volumes from 2007 to 2011
plus forecasts for 2012, enabling historical and current trend analysis.
This report provides readers with in-depth market segmentation: mainstream, premium, super
premium, discount, alcoholic strength, local segmentation, beer type.
This report provides data and analysis of the performance of both domestic and imported brands
and reports on new product activity in 2011.
This report provides an analysis of industry structure, reports on company volumes and contains
brewer profiles of major brewers
This report provides distribution channel data (on- vs. off-premise) and discusses the latest trends
in the key sub-channels. Packaging data includes consumption volumes by pack material, type,
size, refillable vs. non-refillable, multi-serve vs. single serve. Market valuation data and pricing
data, including beer consumption by price segment/distribution channel and selected consumer
beer prices are also included.
Key Market Issues
Beer consumption is expected to decline by around 1% in 2012 as the trade pass-on the
increased duties raised in January.
Continued pressure in the media to limit advertising and politicians lobbying for stricter controls will
dampen sales in 2012.
Over the last ten years imports have become an increasingly important factor in the Finnish beer
market. In 2000, only 2% of consumption was imported, whereas this figure has since increased to
12%. 2011 saw a small decrease in imports led by a decline in Lidl volumes imported from
Germany.
The recent tax increases have, according to the Federation of Brewing and Soft Drinks, already
had an impact on domestic sales, and imports are on the rise again. 15% of all the alcohol
consumed in Finland is already imported by travelers.
Finnish beer divides naturally into three segments based on taxation levels: class one, three and
four. The largest proportion of volume falls into class three, which has a 2.8-4.7% abv band and
attracts a tax level amongst the highest in Europe. Over 92% of all volume sold falls into this
category.
Key Highlights
2011 saw beer make a recovery and grow by almost 2%, helped by increased sales from the
Pirkka brand, produced by Olvi.

3. Despite there being no tax rises in 2011, there was significant debate in the industry about the
impact the new taxes (an increase of 15% in January 2012) would have on the local economy.
Towards the autumn of 2011 the leading brewers increased the variety of multipacks on offer,
predominantly in cans. By introducing 6, 8, 12 and 18 multipacks, brewers hope not only to appear
to be socially responsible but also shake up the average pricing.
The Pirkka brand is used across many food and drink types and is popular with Finnish
consumers, known and trusted as a range of reliable good quality products. The combination of
these factors led to quick volume growth in 2010, which has continued into 2011.
The retail channel continues to be the market driver, growing by 2% in 2011. This has been driven
in part by the change in legislation that came into effect on 1 December 2009, which allowed
supermarkets to be open from noon to 6pm on Sundays and for stores under 400 square metres
to be open 24 hours a day.
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Major points covered in Table of Contents of this report include
Canadean Finland Beer Market Insights Report 2012
Executive Summary
Section 1 Market Context
MARKET CONTEXT
Market Environment
The Consumer Palate
All Commercial Beverages
Legislation and Taxation
MARKET PARAMETER TABLES
Table - Population Size and Growth, 1983-2014F
Table - West Europe Population Size and Growth, 2001-2012F
Table - Economic Indicators, 2003-2013F
Table - West Europe Commercial Beverage Consumption - Per Capita, 2001-2012F
Table - West Europe Commercial Beverage Consumption - Per Capita, % Share, 2001-2012F
Table - West Europe Beverage Consumption Per Capita, Growth, 2002-2012F
LEGISLATION AND TAXATION TABLES
Table 1.5.1 - Taxation Base
Table 1.5.2 - Historical Excise Rates of Beer
Table 1.5.3 - Legal Controls on Beer
Table 1.5.4 - Tax Burden on Beer @ 5% Abv, 2011
Section 2 Market Background Briefing
MARKET BACKGROUND BRIEFING
Table - Beer Definitions by Type - Local Segmentation

4. Table - Beer Definitions by Type - Standard Price Segmentation
Table - Beer Definitions by Type - Alcoholic Strength
Table - Beer Definitions by Type - Beer Type
Table - Beer Definitions by Type - Local, National and International
Section 3 Market Update
MARKET UPDATE
Beer Key Facts
Market Size
Growth
Market Value
Segmentation 2011
Distribution 2011
Packaging 2011
MARKET COMMENTARY
Current and Emerging Trends
Outlook
Imports and Exports
Segmentation
Top 10 Beer Brands - Volume, 2010-2011
Top 10 International Premium and Superpremium Beer Brands - Volume, 2009-2011
Licensed Brand Owners and Licensees
Brand Analysis
Private Label/Private Label Producers
New Products Activity
Chart - Leading Brewers/Importer, 2011
Market Structure
Brewers
Chart - Consumption by Pack Material/Type, 2011
Packaging Trends
Chart - Distribution by Channel, 2011
Chart - Consumption by Price Segment, 2011
Market Valuation and Pricing
Beer Market Valuation (Local Currency), 2010-2012F
Distribution Trends
DISTRIBUTION AND PRICING TABLES
Table 3.4.1 - Outlet Universe for Beer, Number/% Share, 2007-2011
Table 3.5.1 - Leading Food Retail Stores - Number/% Share, 2007-2011
Table 3.5.2 - Leading Food Retail Stores -Sales, 2007-2011
Table 3.8 - Leading Importers and Distributors, 2011
Table 3.9 - Trade Margin Build-Up Model
Table 3.10.1 - Selected Consumer Beer Prices - Off-Premise, 2010-2012
Table 3.10.2 - Selected Consumer Beer Prices - On-Premise, 2010-2012

5. DATA TABLES
Commercial Beverage Consumption Per Capita, Litres, 2001-2012F
Commercial Beverage Consumption Per Capita, % Share, 2001-2012F
Commercial Beverage Consumption Per Capita, Growth, 2001-2011
Commercial Beverage Consumption, Million Litres, 2001-2012F
Alcoholic Beverage Consumption - Litres of Pure Alcohol (LPA) Per Capita, 2001-2012F
Beer Production/Trade/Consumption, 2001-2012F
Beer Production/Trade/Consumption, Growth, 2001-2012F
Consumption of FABs and Cider, 1999-2012F
Beer Foreign Trade by Country (Imports), 2008-2012F
Beer Foreign Trade by Country (Exports), 2008-2012F
Beer Market Valuation (Local Currency), 2010-2012F
Beer Consumption by Local Definition, 2008-2012F
Beer Consumption by Standard Price Segmentation, 2008-2012F
Beer Consumption by Alcoholic Strength, 2008-2012F
Beer Consumption by Type, 2008-2012F
Beer Consumption by Geographic Scope, 2008-2012F
Beer All Trademarks, 2007-2011
Beer Brands by Local Definition, 2007-2011
Beer Brands by Standard Price Segment, 2007-2011
Beer Brands by Alcoholic Strength, 2007-2011
Beer Brands by Type, 2007-2011
Beer Imported Brands by Origin, 2007-2011
Beer Licensed Brands, 2007-2011
Beer Private Label Brands, 2007-2011
Beer Trademark Owners, 2007-2011
Beer Local Operators, 2007-2011
Beer Leading Brewers/Importers, 2007-2011
Beer Consumption by Pack Mix: Refillability/Type/Material/Size, 2008-2012F
Beer Distribution: On-Premise v Off-Premise, 2008-2012F
Section 4 Brewer Profiles
BREWER PROFILES
OY HARTWALL AB
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Oy Hartwall Full Brand List, ABV%, Pack Type
Table - Hartwall Brand Volumes, 2007-2011
OLVI OYJ
Ownership/Shareholders

6. Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Breweries, Capacity, 000s HL
Table - Olvi Full Brand List, ABV%, Pack Type
Table - Olvi Brand Volumes, 2007-2011
OY SINEBRYCHOFF AB
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Breweries, Capacity, 000s HL
Table - Oy Sinebrychoff Full Brand List, ABV%, Pack Type
Table - Sinebrychoff Brand Volumes, 2007-2011
SMALLER BREWERS
ALKO OY
LAITILAN WIRVOITUSJUOMATEHDAS OY
NOKIAN PANIMO OY (PUP)
SERVAALI OY
Methodology
Beer Attributes Definitions
Product Definitions
Packaging Definitions
Glossary
Map
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