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.
Carlsberg shares hit by Russia beer sale woes
Russia is considering a ban on the sale of beer with alcohol content of more than 0.5 percent between 11 p.m. and 8 a.m. in shops. The bill would also ban the sale of beer altogether at outdoor kiosks, train stations and street stands, at which around one third of Russia's beer is sold.
Carlsberg's stock, which touched a near four-month low of 546 crowns, traded down 2.5 percent at 556 crowns by 1030 GMT, against a 0.6 percent fall in the Copenhagen bourse's blue chip index markets
Carlsberg, the beer market leader in Russia which accounts for about 40 percent of the group's total beer volume, owns the Baltika brand.
Deputy Prime Minister Victor Zubkov held a meeting on Tuesday on the bill, which is expected to be passed by the end the week, just before the Duma goes on summer recess.
The ban would take effect from January 1 2013.
"Of course it will have an effect on Carlsberg, but it is difficult to estimate how big," Alm. Brand analyst Stig Nymann said. "This sounds worse than what we have been presented with before."
Carlsberg's spokeswoman for eastern Europe, Tatiyana Antonchik, said the company was following the situation but it was difficult to know exactly what was on the agenda.
"Before we see the bill itself it is difficult to make a decision," Antonchik said. "We won't know until we see the draft bill ... This time they will try to make it more strict."
Jyske Markets analyst Jens Houe Thomsen said in a note to clients that the proposed restrictions would pose a challenge for brewers but one they could cope with.
"We therefore maintain our 'buy' recommendation (on the stock) and see today's share price drop as a buying opportunity," Thomsen said.
The Russian market grew about 1 percent in the first quarter of this year and Carlsberg said last month it expected the market to grow by between 3 and 5 percent in the medium term as the economy recovers.
Reporting first-quarter results in May, Carlsberg said a recovery in eastern European demand helped drive a 38 percent rise in profits.
7 Jul. 2011