Report and Accounts 1999 / 2000 - Carlsberg Group

3030
Regional Reports
Regional Reports
The global brewing industry shows continued growth, but the trend
varies from market to market. It is, however, a characteristic feature
that a number of countries in Asia continue to register positive
developments.
After years characterised by a negative trend in
consumption in several of the traditionally large
European markets with a high annual per capita
consumption, the decline now seems to have
stopped. In addition, many of the Eastern European
countries continue to show good progress.
The on-going consolidation of the brewing industry
towards fewer but larger players continues
with undiminished force and this development is
particularly evident in Europe, Asia and South
America.
In Europe, a number of mergers within the brewing
industry have either been disallowed or significantly
limited by the competition authorities. Nevertheless,
it must be expected that the
consolidation of the brewing industry will intensify,
which is also the case within other areas of the
consumer goods industry, and at the same time
attention will be focused on the building of strong
brands both locally, regionally and internationally.
In 2000 (12 months), Carlsberg’s total beer sales
amounted to 39.8 million hectolitres, which is an
increase of 7% compared to 1999.
The Nordic Region
Denmark
After years of declining sales, the trend in the
Danish beer market remained almost unchanged
in 2000. In aggregate, the taxable beer market
totalled 5.4 million hectolitres, corresponding to a
per capita consumption of 107 litres – a small
decline of 0.3% compared to 1999. However, total
beer consumption is estimated to be somewhat
higher as Danish private import from Germany
continues to increase and is now estimated to
account for approx. 20% of total Danish beer
consumption.
The share of low-priced brands and private
label brands increased in 2000 and the total market
share of the Carlsberg Group declined slightly
to 69%.