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.
It’s a Beer Recession
The conclusion is not as preposterous as it might sound. Europeans are saving money by drinking at home rather than in pubs, which is costing jobs in the hospitality industry and depressing tax revenue, according to the study by Ernst & Young, which was paid for by the Brewers of Europe, an industry group.
The shift to home consumption has a disproportionate effect on unemployment, because 73 percent of jobs associated with the European beer industry are outside breweries. They are found instead in bars, hotels and restaurants.
‘‘Obviously, the crisis has had an effect,’’ said Pierre-Olivier Bergeron, secretary general of the Brewers of Europe.
Beer consumption in Europe fell 8 percent from 2008 to 2010, the period covered by the study. But employment in the beer industry fell by 12 percent, or 260,000 jobs, the study said. That compares with a 2 percent decline in employment for Europe as a whole.
Job losses can exacerbate the debt crisis because unemployed people typically collect benefits rather than pay taxes. When beer consumption declines, governments also collect less sales tax on beer sales.
In fact, Greece has been one of the countries hardest hit by the beer recession. Annual per capita consumption fell to 36 liters from 41 liters from 2008 to 2010, while employment in the beer industry plunged 15 percent to 59,600 jobs.
The beer industry complains that some of the decline is due to steep increases in the value-added tax imposed on beer by some countries, including Greece.
‘‘Governments tend to look at some sectors as cash cows,’’ Mr. Bergeron said. He argues that such increases are counterproductive because they push down consumption and ultimately cost jobs and result in lower revenue.
But not all the news is bad for the brewers. Mr. Bergeron said he saw signs that a long-term decline in beer consumption in Europe, driven in part by health concerns and tougher drunken driving laws, could be coming to an end. A proliferation of microbreweries means that beer drinkers are being offered some of the variety and local character that makes wine appealing, making beer more attractive to younger, more affluent consumers.
When Mr. Bergeron joined the brewers organization a decade ago, he said, there were just 14 members from his home country of France. Today there are 80, with most of the new entrants small breweries.
Brewers are also seeing big growth in nonalcoholic beer, thanks to improved production methods that provide a better-tasting beverage, Mr. Bergeron said.
He even is cautiously optimistic that beer consumption could rise again, as consumers choose to drink beer with their meals rather than more costly wine. ‘‘When people look at the wine list, they will decide to stick to beer,’’ Mr. Bergeron said. ‘‘The next decade will be interesting.’’
19 Oct. 2011