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.
Mythos Brewery targets export growth in US, England
Mythos Brewery CEO Soren Brinck said that beer volume sales dipped by around eight percent last year, versus 2009 figures, with lower demand coming from bars and restaurants and other retail spots, such as supermarkets and corner stores.
Despite depressed market conditions, the Thessaloniki-based company managed to boost revenues by some 7.5 percent in 2010, while also widening it market share in the beer market to 13 percent in 2010 from nine percent in the previous year.
Mythos Brewery, Greece’s second largest, has a production and bottling plant in the northern Greek city with three production lines and a bottling capacity of 11 million crates per year.
Looking ahead, market conditions are seen remaining difficult in 2011 but the pace of falling consumption is expected to slow to about three to five percent.
However, Mythos Brewery expects to wind up the year with double digit growth.
According to Brinck, the market is seen starting to recover after April, on the back of an expected boost in tourism.
It is not by chance that the company continues to see good prospects in Greece’s beer market as it sticks to a 50-million-euro investment program scheduled to run for the next five years. In addition to this, the company intends to increase permanent staff numbers this year by 25 percent.
On the export front, Mythos Brewery intends to meet its eleven percent export growth goal by targetting Australia, US, Germany and England.
Exports currently account for ten percent of the company’s total revenues.
22 Feb. 2011