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.
India. Budweiser to target smaller towns
Sales of the mild beer that's positioned in the premium category are also expected to increase in the northern parts of the country, including Delhi, when a new contract brewery in Pune commences operations by the second quarter of the next fiscal.
“We are in our fourth season this year and there are plenty of tier-one cities where there is a reasonable foundation. This gives us the luxury to take some of our expansion steps in a more balanced way,” said an official of InBev India International. “We have done a good job of expanding to a lot of tier-two and in some cases tier-three cities where surprisingly cost sensitivity was not an issue.”
According to industry observers, Budweiser sold around 1.7 million cases in 2010. The company plans to tap the smaller towns of Maharashtra and Andhra Pradesh, among the largest beer markets in India.“Overall, we are looking at a fairly aggressive growth chart this year,” the official said.
India’s beer market is estimated at some 200 million cases, of which more than three-fourth is the strong variety containing more than 5% alcohol, dominated by the Vijay Mallya-led United Breweries by market share, followed by SABMiller India.
Indian operations of Anheuser Busch and InBev had been integrated by early 2010, following the merger of the two global giants in 2008. Budweiser is currently manufactured at the Anheuser-Busch InBev brewery in Hyderabad and the marketing is handled by InBev India International, a joint venture between InBev and the RK Jaipuria which bottles Pepsi in India.
28 Mar. 2011