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.
AUSTRALIA: AWB 2010/11 barley pools softer in flat market
AWB General Manager Commodities, Mitch Morison, said the world barley market had been quite lacklustre for several months, with relatively little trade occurring.
“Saudi Arabia is the world’s largest importer of feed barley and while small quantities have been purchased, no substantive trade has occurred since October,” Mr Morison said.
“The unrest in the Middle East generally has tended to weaken prices, however the market still expects Saudi Arabia to step in as a volume buyer at some point because alternative supplies from Ukraine will not appear until August.
“Feed wheat is readily available to a number of markets this year that might normally buy feed barley, so with a very narrow price spread between them, buyers are tending to prefer wheat.
“Malting barley prices on the world market have moved lower, in part due to the generally weaker grain market but also due to concern about potential interruption of trade to Japan.
“Across all grades the more significant falls in EPRs are in our east coast pool, which covers Victoria, New South Wales and Queensland, as buyers perceive greater costs in shipping from those states where infrastructure has been damaged by flooding and performance reduced,” Mr Morison said.
AWB also advised that on Friday 25 March the company will top up payments to growers who utilised AWB Harvest Finance when delivering into AWB’s barley pools, with payments in the range $32-75 a tonne (average around $38 a tonne).
27 Mar. 2011