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.
Marston’s toasts strong beer sales
Marston's said own-brewed beer volumes jumped 4% on a year ago in the 23 weeks to March 12, compared with a decline of around 7% for the wider UK ale market.
As sponsor of the England team, the Pedigree brand received a publicity boost from the Ashes in Australia as sales of bottled ale leapt 16% across the portfolio, which also includes the brands Banks's and Jennings.
Elsewhere in the business, its managed pubs division saw like-for-like sales grow by 2.4% as a result of continued strong food demand.
The Pitcher & Piano and Tavern Table operator said the sales trend improved in the early part of 2011 following growth of 3% in the past seven weeks.
The Wolverhampton-based company added that underlying profit trends at its tenanted and leased pubs division continued to improve, with like-for-like profits up 0.1% against the 4% decline seen in the 2010 financial year.
Marston's said the turnaround reflected the success of new agreements which give tenant landlords more incentives to grow their business.
Chief executive Ralph Findlay described the company's trading performance in the first half of its financial year as "encouraging".
The company has an estate of around 2,150 pubs in England and Wales, including around 500 outlets in the managed pubs estate.
Marston's has benefited from its F-Plan strategy, which has seen it focus on "food, families, females and forty/fifty somethings". It is also capitalising on longer term trends towards more eating out, as food sales now account for around 40% of its revenues, up from 27% in 2004.
16 Mar. 2011