10+1 trends of Russian beer market 2015-2017Despite of the moderately negative prognoses for 2017, the beer market can be stabilized soon. Yet the years of the negative dynamics have resulted in marketing being limited just to “optimization” and the art of balancing between price and volumes. Bigger supermarkets share means stronger trade marketing. These processes are connected to the majority of the described trends. At the same time, the federal brands inflation leads to searching for new tastes, sales channels and contact formats that expand the product range and diversify the beer market, but do not imply a substantial volume increase. Let us enumerate and further discuss the ten trends of the beer market we can see in 2015-2017 as well as the major event of 2017.
Beer market of Ukraine 2017In the first half of 2017, the Ukrainian beer market goes on decreasing slowly. Yet, the companies manage to compensate their lost volumes by raising prices and improving the sales structures. This results in the mid price market segment reduction while the sales of premium brands are rising. These processes are connected to position strengthening of companies Carlsberg Group and Oasis and the market share reduction of Obolon. Most of the novelties by the market leaders belong to craft or hard lemon categories.
Beer market of Russia 2016: PET goes to draftThe beer market of Russia was warmed up by the hot summer, but the preparation for large volume PET prohibition has already impacted it negatively. The year was successful for Efes, MBC and regional producers; Carlsberg’s positions were virtually stable but AB InBev and Heineken lost a part of market share having focused on the sales profitability. The dynamics of big brands was determined by how much the companies were willing to keep the prices down or by their promotional activity. In this context the economy segment of the beer market and sales of inexpensive draft beer were increasing. The premium segment started shrinking due to license brands migrating to the mainstream segment.
Beer market of Vietnam: “Young tiger”Vietnam is one of the few big beer markets that continue to grow steadily. The beer popularity results from its low price, street consumption culture, and social motives. The outlooks of beer market as well as the Vietnamese economy inspire optimism, though the country is heavily dependent on export of goods. The state regulation can be called liberal, but the key risk for brewers is harbored in intensive rising of excise. Within TOP-4 there are two leaders, Sabeco and Heineken that grow at the fastest rates. The first company effectively employs its capacities, the second one focuses on marketing technologies. Almost 80% of the market belongs to century-old brands, yet the middle class and the youth are shifting their interest toward international premium that is growing taking share from the mainstream.
Kenya: Diageo’s East African Breweries’ H1 sales rise
East African Breweries (EABL) said yesterday (17 February) that net sales in the six months to the end of December increased by 10% to KHS20.46bn (US$250m). Volume sales increased quicker, by around 12% on the same period of the previous year, as consumers traded down to cheaper beers following duty tax rises in the region.
Local brands such as Senator in Kenya and Tusker in Uganda reported double-digit sales increases for the six months. Guinness also increased net sales by 6%, although volumes have been held back in the last year due to price increases.
Higher tax charges led the Diageo-controlled brewer to report a reverse in profits for the half-year. Net profits slipped by 1.7% to KHS4.15bn, although operating profits increased by 14.5% to KHS6.1bn.
Despite the pressure on net profits, EABL and Diageo have been in expansive mood.
The brewer's cashflow sank during the six-month period after it used cash reserves to buy a 51% stake in Tanzania's Serengeti Breweries for KHS4.9bn. Serengeti is the second largest brewer in Tanzania, behind SABMiller-controlled Tanzania Breweries, but has been rapidly increasing its market share.
Separately, just-drinks understands that Diageo's EABL is seeking to increase its presence in Southern Sudan, which last month gained independence. The group is considering building a production base in the country.
A Diageo spokesperson declined to comment specifically on the plans, but added: "Southern Sudan is an important market for us. We constantly analyse and assess the effectiveness of our routes to market in light of the competitive environment wherever we do business. Southern Sudan is no different."
Last year, SABMiller said that it would double beer production and increase soft drinks capacity by more than five times at its own brewery in Southern Sudan.
18 Feb. 2011