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.
BCME releases 2010 beverage can market statistics
The UK market reached an important milestone in 2010, passing the 9bn can mark, up 7% on 2009. The UK soft drinks market increased by 12.3% on 2009 and the dynamism of the sector is shown by the fact that shipments have increased by 1bn in two years. In 2010, soft drinks represented over 50% of all drinks can shipments for the first time since 2002.
The soft drinks category showed marked growth across Europe, with figures up 7.5% year on year, with 26.4bn cans shipped. Beer market growth was 3.2% or a total of 27.7bn cans shipped. Main regional drivers for soft drinks growth were Austria, UK, Scandinavia, Germany, Turkey and CIS, whilst Scandinavia, France, Germany pushed beer market growth. New filling lines in France and Scandinavia also contributed to the strong growth figures, whilst the energy drinks market continues to expand rapidly across Europe.
Domestic consumption drove growth in Germany, with consumption growing by around 300m cans, a 46% increase on 2009. This has, in no small part, been driven by the re-listing of cans in two major supermarket chains, highlighting widespread consumer acceptance of the beverage can.
Commenting on the new statistics, BCME Marketing Committee Chairman Caroline Archer said: "2010 was a difficult year for many with decreased consumer spending and heightened economic tension; however the beverage can market was one of the success stories. Major brands continue to push the can as a key part of their pack mix and the use of slim and sleek cans has increased markedly. As predicted, the World Cup had a strong positive influence on beverage can consumption, particularly for beer cans as they are convenient for consumers when socialising at home with friends."
"Beverage cans offer fillers, retailers and consumers benefits such as convenience, supply chain efficiency and outstanding product integrity. Cans are uniquely sustainable, being made from metals that are permanent materials so they are 100% recyclable and the metal can be recycled indefinitely to create new products. Using recycled aluminium to make new products saves 95% of the energy associated with the production of virgin metal; and for steel the equivalent figure is 75%. It is important to note that the beverage can is the most recycled drinks pack in the world." added Archer. "Through infrastructure improvements and initiatives to improve consumer recycling behaviour, BCME is committed to supporting further increases in recycling rates throughout Europe."
14 Mar. 2011