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.
Analysis of beer market in China (on Russian)
Beer market of Ukraine: big three losing weightIn 2016, fast increase of excises and resulting price spike stood in the way of the beer market stabilization. Most of competition (as well as mass sorts) moved to the economy segment of the market. The biggest losses were incurred by the leading three, especially Obolon, which again experienced pressure after reallocation of Efes market share. However, one should already speak of TOP-4. Group Oasis CIS (PPB) became a strong player and competitor to transnational companies. Besides the net sales of many regional medium breweries look rather good and 16-fold cost reduction wholesale trade license for craft brewers opens up a possibility of rapid growth in 2017.
US. Consumers Swig More Soft Drinks Than Water; Beer Comes in Third Place
Soda is still the most-consumed beverage in the U.S., with the average consumer chugging nearly 45 gallons of the fizzy stuff last year. So it's no coincidence that three of the biggest measured-media budgets in the beverage category belong to soda brands. According to Ad Age's Leading National Advertisers report, Coke spent $267 million last year, while Pepsi shelled out $154 million and Dr Pepper spent $104 million.
Beer ranks as the most-consumed alcoholic beverage, though spirits and wine, perceived by some to be more healthful, have been gaining ground in the past few years. Still, last year, the average American threw back nearly 21 gallons of brew, or about 168 pints. The category also commands major marketing dollars, to the tune of $1.25 billion spent on measured media last year. The category's biggest spender, Anheuser-Busch InBev, shelled out $555 million.
Interestingly, the bottled-water category, which includes bulk containers, as well as single serve, has been growing, indicating that noise around consumers' perceived environmental concerns has been overblown. Also worth noting, the energy-drink category has more than doubled with a slew of new entrants as well as innovations in the form of energy shots.
"Two overriding trends that we've seen in recent years are consumer demand for variety and consumer demand for healthier refreshment," said Gary Hemphill, managing director-chief operating officer at Beverage Marketing Corp., noting the decline of carbonated soft drinks.
But, Mr. Hemphill added, some of the consumption trends can be attributed to economic factors as well. "White-collar consumers fared better through the economy than blue-collar consumers, so what we've seen is mass market, traditional categories like carbonated soft drinks and fruit beverages underperform the market, while some of the more premium categories, like ready-to-drink teas and energy drinks, have outperformed the market," he said. "To some extent that's consumer tastes, but it's also this tale of two different consumers in a weak economy."
27 Jun. 2011