More and more beer drinkers are bargain hunters. Large grocers PILS on offer is served every week. Box with 20 half liter bottles are offered for 10.
«There are so many actions.» «The promotions come increasingly to focus», says GfK beer market expert Horst Zocher. The price war tobe especially in the premium for the upscale PILS brands which are often advertised with TV commercials. In this segment the consumer had bought 2011 two-thirds of the crates on average during a price action. Only one-third was this analysis according to without discount or addition of the cash registers. 2004, this ratio was even reversed. The average price of box of actions decreased according to GfK 10.01 euros – a new low. The price reduction to the normal case price EUR 2.14 – a record here on average.
“The development is dramatic,” says beverage expert Stefan Roese by Nielsen. The particularly aggressive reductions in the upper price range on box prices under 10 euros would have to pull. To such cut, less than 4 percent of the premium PILS boxes over the counters went 2008 / 2009. «This value has become almost intention.» Every fourth household buy the ten examined PILS marks of the upper price range that nationwide are distributed only in actions. «Every tenth household buys them only under 10 euro per box.» Many bargain-hunters would no longer come if a dealer of concession off. Roese’s study is «next please!
Beer in the super special offer – as traders on purchases can hope. Bringing crates with the car. And then migrate to other foods such as vegetables or coffee in the basket. By evaluating the checkout receipts of cheerleaders by Nielsen. However that consumers have to buy the beer of the action also for other things less money at the grocery store. Sustainable growth is unlikely to achieve the special offers. “This is a dead end,” stresses Roese. Brand management and regional concepts are starting points that would be supported by medium-sized Brewers as the beer Congress in Düsseldorf have shown a few days ago.
Continues the price war 2012 unabated? Nielsen sees no signs of relaxation. In the trade and the brewing industry, the pressure by excess capacity is high. The market leader, the Radeberger price increases takes group yet to February 1 for a number of products in attack. Whether the trading company «swallow higher tax rates themselves», or pass on to consumers remains to be seen. Some other brewers increased their wheat beer selling price. «Special offers are made with large Pilsner brand, because retailers advertise nationwide», says GfK expert Zocher. Specialities are not in the focus of pricing.
