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.
Real ale ‘helping UK pubs stay open’
The appeal of real ale to a generation of younger, affluent and sociable drinkers has thrown a lifeline to pubs struggling to stay open in the depths of the recession, claims a new report.
The UK beer market is dominated by the big keg lagers, such as Carling and Foster's, but their share shrank by 7% last year. However, cask beer, or real ale, now has a 15% share of the UK beer market, equating to about one in six pints drunk.
While total on-trade beer volumes fell by 7.8% in 2010, cask fell by only about 2% – and the report says 7.8 million people drink cask beer in the UK, an 11% increase since 2007.
Pete Brown, author of The Cask Report 2011-12, said: "Cask ale can help pubs to not only survive but thrive … as our report reveals cask is shaking off its historic flat-cap image and is seen by younger consumers as a cool drink."
Last year 2,500 pubs and clubs began selling cask ale, a 4% increase in distribution. Sales of cask-conditioned ales, which ferment a second time in the barrel, have surged by 25% over the past five years.
Cask beer drinkers are twice as likely to visit the pub as non-cask drinkers and spend more when they are there. Crucially, unlike fans of beers, lagers and spirits, they cannot buy their favourite tipple from a supermarket.
Independent microbrewers are also helping fuel the growth; according to figures from the Campaign for Real Ale there are 840 brewers in Britain, 99 of which opened in the last 12 months and the majority were microbrewers. The Society of Independent Brewers has more than 500 members.
The report refers to new consumer research to explore the attitudes of cask-ale drinkers. It finds that cask-ale drinkers get more "upmarket" every year; 69% are in the A, B, and C1 social grades. Drinkers tend to be younger, with 1.6 million under 35, while the number of 18-25-year-olds and number of women drinkers has doubled since 2008. Within the last 10 years, 37% of cask-beer drinkers tried this kind of alcohol for the first time.
26 Sep. 2011