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drinks Yearbook 2010

drinks yearbook | 61 dynamics. The smaller, emerging manufacturers have certainly benefi ted from the premiumisation of the beer category, and are growing on the coat-tails of a consumer shift towards premium offerings. The ‘premium imported’ and ‘premium domestic’ beer segments are gaining share on the ‘regular’ and ‘mid-strength’ segments. Price compression in the premium segments is undoubtedly helping drive this shift. Whilst all other segments increased their average price per 24 packs in the year to September 2010; premium domestic and imported beer declined in average price by one per cent and 3.1 per cent respectively. This has lead to a reduced gap in the average price between regular and premium domestic 24 packs to less than $10 and, for the promotionally savvy shopper, even less than that. Value growth in the mid-strength Chart 1: Packaged beer trended growth Source: Nielsen ScanTrack Liquor Source: Nielsen ScanTrack Liquor Chart 2: Performance by beer segment - MAT to 30/09/2010


drinks Yearbook 2010
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