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.
PET is Safe. Proved
This research commissioned by the Union of the Russian Brewers was carried out by specialists of the Analytical center of Lomonosov Moscow State University. The center carries out researches in the field of food-processing industry on a regular basis. It is certified by Rostehregulirovanie, has accreditation in the government environmental control field and the certificate of radiological testing laboratory.
The team of researchers headed by A. Pirogov, Doctor of Chemistry, found out what chemical substances and in what quantities transfer from PET in alcohol-containing solutions. The experiment was carried out on the basis of PET samples present at the today's market. 8% ethanol modeling beer was used as a working solution. Besides, for the proof of complete safety of PET the experiments were carried out in a more aggressive environment – in 96% ethanol heated up to 70С and irradiated by ultrasound. But the research has proved that there is no danger in PET usage even in conditions which potentially faciliate active transition of chemical substances from PET to solutions.
During the experiment the comparative analysis of results with sanitary and hygienic safety performance of the Technical regulation of the Customs Union "The Packaging Safety" was carried out.
The research results have shown that the content of normalized chemical substances are 40-170 times less than safely admissible level. "We plan to continue the experiments, but the first results have already proved that PET packaging is not a threat for health," said Erin A., Candidate of Chemistry, the experiment curator and representative of Sun InBev company.
Brewers decided to carry out the research after The Federal Service for Alcohol Market Regulations of the Russian Federation had published the Technical regulation project "On Alcoholic Products Safety." The document includes the norm of ban on PET packing use in the brewing industry. Though The Federal Service for Alcohol Market Regulations hasn’t officially announced that use of PET in the brewing industry negatively influences consumers' health, the fact that the ban on PET is included in safety clause could mislead consumers. Now, having the results of research carried out by professionals, the Union of the Russian Brewers declares that beer in PET is safe.
While business tries to struggle with injustice and to prove safety of goods for consumers, the reasons of including PET use prohibition in brewing industry in Technical regulations remain a riddle.
14 Nov. 2011