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.
“Kvas Taras” is a leader of Ukrainian kvas market
TM "Kvas Taras" entered the market in 2008 and promptly earned leading positions in kvas segment. Taste and quality of this soft drink of natural fermentation is highly evaluated both by experts and consumers. In 2009 experts from the Scientific and Research Centre for Independent Consumer Testing "TEST" evaluated brand's quality as "A+". Also, "Kvas Taras" was acknowledged the "Best Kvas Brand 2009" and was awarded a golden medal on the 16th specialized exhibition "Beer and Non-alcoholic Beverage Industry 2009". In 2010 "Kvas Taras" was awarded a medal "For High Quality Kvas" of the V All-Ukrainian Kvas Festival, held in Kyiv.
TM "Kvas Taras" is made of natural components exclusively, such as rye and barley malt, water and yeast. Due to natural fermentation kvas preserves vitamins and minerals contained in cereals and gains mouth-watering flavour of bread crust. Malt is reach with E vitamin and positively affects human performance, which is of prime importance in cold season.
Presently kvas market is still being formed and it follows beer market development as it was 15 years ago. Kvas annual consumption per capita is 3.2 l in Ukraine nowadays. For comparison this value is 7 l in Russia and was 18 l in USSR. The rapid growth of the brand's market share throughout 2010 testifies the renewed popularity of the wholesome kvas among population.
Elena Dzhagaryan, Marketing Manager of Non-Beer Brands at "Slavutich", Carlsberg Group: "Kvas Taras" is a drink for people, who care of their family's health. It's a wholesome drink of natural fermentation free of preservers and chemical dyes, recommended even for kids over 5 years old. It's all about the quality which is the secret of "Kvas Taras" success and undisputed leadership on the market".
2 Mar. 2011