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.
Vietnam named among world’s top 25 beer guzzlers
Of the 25 nations listed, consumption rose most significantly in Nigeria, up 17.2 percent, followed by India, of 17 percent, Brazil, 16 percent, and Vietnam, 15 percent.
According to the report, global consumption of beer continues to rise based on demand from emerging markets driving the amount of beer guzzled around the world in 2010 to a new record.
The research estimated last month that 182.69 million kiloliters of beer were consumed in 2010, the most recent year for which it has compiled statistics.
That figure represents an increase of 2.4 percent from the previous year and marked a new record high for the 25th consecutive year. And more beer is expected to be drunk next year.
Kirin said that 182.69 million kiloliters of beer would be sufficient to fill the Tokyo Dome baseball stadium 147 times.
The research indicated that the amount of beer consumed in Europe, North America and Oceania was lower than in the previous year, which it blamed on the downturn following the economic crisis.
That decline was more than offset, however, by increased consumption in Asia, Latin America, Africa and the Middle East.
Of all the regions, Asia remained the biggest beer-consuming continent over the year, accounting for 61.41 million kiloliters of the total, an increase of an impressive 5.3 percent. Asia accounted for 33.6 percent of global consumption and was followed by Europe with 27.7 percent and Latin America with 16.2 percent.
North America was next on the list, accounting for 14.5 percent of the total, followed by Africa, with 6.1 percent. The Middle East accounted for around 1.9 percent of the total.
Broken down by country, China remained the largest individual purchaser of beer for the eighth consecutive year. Chinese put away 44.68 million kiloliters of ale over the year, an increase of 5.9 percent and indicative of the nation's increased wealth and burgeoning middle class.
The United States came in next, with 24.14 million kiloliters, down 1.4 percent. Japan placed seventh on the list with 5.81 million kiloliters, down 2.8 percent on the previous year and a reflection of an aging population and diversifying tastes among consumers, Kirin said.
Japan did take the award for per capita beer consumption in Asia, however, with the average Japanese downing 45.4 liters in 2010. That figure, remarkably, only landed Japan in 38th place in the global per capita rankings
10 Jan. 2012