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.
Kenya’s EABL bets on canned beer to beat new rules
Nearly a year ago, the east African nation enacted the alcohol control act, cutting operating hours for bars and nightspots, curbing the previously unrestricted sale of alcohol in outlets like supermarkets and imposing heavy fines for offenders.
Consumers responded by starting to purchase alcohol for use at home to beat the restrictions, which many analysts expected to hurt sales for EABL, the biggest company in the region by market value.
"What we have discovered is the growth in traffic into supermarkets by people wanting to buy and take their drinks home so we are introducing cans effective next year in March," Seni Adetu told Reuters.
Although the brewer sells selected brands in cans, they are only available in 340 millilitre quantities as opposed to 500 millilitres for bottles. Adetu said all brands would be produced in cans of 500 millilitres, without disclosing the amount that would be invested in the packaging line.
EABL, which is controlled by Diageo Plc, sells spirits like Johnnie Walker whisky and leads in the beer market with brands such as Tusker and Pilsner.
EABL took a loan from Diageo to purchase back a 20 percent stake in its subsidiary Kenya Breweries Limited from Diageo's rival SABMiller, following its decision last year to terminate a partnership with SABMiller in Tanzania.
During that complex manoeuvre designed to give it a larger share of the fast-growing market, EABL bought a controlling stake in a small Tanzanian brewer called Serengeti and offered its 20 percent stake in SABMiller's Tanzania Breweries Limited to the public.
Adetu said the buyback of the shares in Kenya Breweries Limited had been completed without stating the value of the deal that some analysts had been expecting to be funded through a cash call.
The company also operates in Uganda and exports products to Rwanda, Burundi and South Sudan. It expects those markets to grow faster than Kenya, reducing the home market's contribution to the firm's future earnings, Adetu said.
It plans to increase sales of spirits in the region, Adetu said, adding that spirits offered better margins than beer.
"We have got such a big opportunity in spirits everywhere in the region, we haven't really scratched the surface of the opportunity. The only way for spirits is up," he said.
Sales of spirits in Kenya grew during the firm's financial year ended last June, thanks to consumption by upper and middle income segments, but the firm wants to drive sales in its other markets.
Adetu said that rising competition in Kenya from smaller brewers and imports of beers like Heineken did not pose a huge challenge to the market.
"We haven't seen a material impact on our business but we are conscious of the need to protect our brands from an investment standpoint to ensure we do not lose market share to the competition," he said.
29 Nov. 2011