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.
US. IPAs Up 42% YTD
India pale ales are up 43.2% in dollars year-to-date, and case sales are up 40.5% so far. Perhaps it is time that IRI started to look at tracking both IPAs and Imperial IPAs.Overall, scanned craft sales are up 14.3% in dollars so far this year and 12.7% in volume. Craft growth continues to accelerate.
SIG currently places each brand they track into 1 of 28 style buckets. So far this year 6 of those style buckets are showing lower sales, and the other 22 are growing.
Here are the top 10 fastest growing styles by percentage in scanned case sales year to date:
1. Stout +61%
2. Pilsner +49%
3. IPA +40%
4. Other Pale Lager +38%
5. Variety Packs +30%
Eight other style buckets show over 20% growth year to date: strong ales, other specialties, unknown, Belgian style ales, blond/kolsch/other golden, scottish, golden ales and barleywines.
I find it interesting to see craft pilsners and other pale lagers on the fastest growing list. Is that coming from previously non-craft drinkers wanting to explore the lighter styles in the craft segment or from those in the segment looking to enjoy a pale lager from time to time? Likely a little of both as well as the occasional wine or spirits drinker.
29 Apr. 2011