Canada alcoholic drinks market was estimated to account for a value of USD 26.80 billion in 2017. The Canada alcoholic beverages Industry has witnessed steady growth over the past few years as the country has a matured market. However, the slow growth is attributed to the increasing investments, changing government regulations and shifting consumer preferences. For instance, the beer sales witnessed decline over the past years whereas, the wine and spirits sales witnessed a gradual surge owing to increasing inclination of consumers. Moreover, the launch of new products in the market has catalyzed growth over the forecast period. For instance, products such as sparkling wine, whiskeys, especially Canadian whiskey by Crown Royal, low alcohol content beer and others have helped fuel growth.
Canada alcoholic drinks market revenue split, 2017, (% share)
The increasing population of Canada is expected to boost the economy and result in greater alcohol consumption in future. The population in 2012 estimated approximately 36.5 million and has witnessed a gradual increase in the long run and is expected to grow at a CAGR of around 3% over the forecast period. The increasing employment has resulted in higher discretionary income of the Canadian consumers. The increased spending power coupled with new product development and launch from premium brands is expected to benefit the market in Canada. Thus, the increasing spending power of population is expected to drive the alcoholic drinks industry in Canada over the forecast period.
Segmentation by type
• Cider & Flavored Alcoholic Beverage
The beer market has evolved significantly over the past decade and holds a significant share of Canada alcoholic drinks market. Moreover, the launch of new products has increased the sales of beer in Canada in the year 2015-2016. For instance, Molson Coors Canada launched its premium apple lager beer under Mad Jack brand which has gained popularity owing to the unique taste. The consumers are seeking green label and natural products, free of artificial ingredients. Furthermore, the manufacturers are offering natural products to attract customers. Premium apple lager of Mad Jack by Molson Coors Canada is made out of malt, natural flavors and is preservative free. The new innovative flavors with all-natural ingredients is expected to drive the beer market and is expected to result in growth of Canada alcoholic drinks industry over the forecast period.
The imported alcoholic beverages are gaining popularity and hence have contributed to the growth of the market in Canada. The availability of various imported wines such as red, sparkling and white in Canada is expected to aid in the growth of the alcoholic drinks industry in Canada. Thus, premium wines from different nations have resulted into increased consumption of wine and are expected to drive the Canadian alcoholic drinks market over the forecast period.
Segmentation by distribution channel
The off-trade holds a significant amount of market share in the alcoholic drinks industry in Canada. The easy availability of wines and beers in the grocery stores helped consumers for their stock replenishment at home for private get together, parties or self-consumption. Whereas the on-trade witnessed a steady growth owing to increasing consumption of alcoholic beverages in pubs, restaurants are expected to contribute to industry growth in Canada. Thus, the increasing off-trade and on-trade consumption is expected to drive the growth of Canada alcoholic drinks industry over the forecast period.
The alcoholic drinks market is highly competitive and mature in Canada. There are many well established local as well as multinational players present in the industry. The imported beverages are expected to drive the market growth in future. The leading player in alcoholic drinks industry is The Molson Coors Brewing Company. the manufacturers are diversifying to remain competetive in the market as a result of slow growth in beer and spirits. The manufacturers are expanding through acquisition and mergers. For instance, Anheuser-Busch InBev NV and SABMiller Plc merged in 2016 to expand their consumer base and provide their consumer with extended product line. This has helped them to extend their geographical reach. The merger has resulted in the take over of few brands by Molson Coors from SABMiller. Other major merger was of Labatt Brewing Co Ltd acquired RTD’s business of Mark Anthony Brands Ltd. Moreover, in September 2016 the Corby Spirit & Wine Ltd took over spirits business of Domaine Pinnacle a Quebeck based company to strengthen its presence in spirits and craft beers. The increasing number of mergers and acquisition among the players resulting in strengthened product portfolio is expected to drive the Canada alcoholic drinks industry over the forecast period.
Research Support Specialist, USA