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.
Plze?sk? Prazdroj Had a Record–Breaking Export in 2012
Domestic market saw recovery mainly through innovations in the portfolio. However domestic consumption has been impacted by continuous declining trend in the on–trade, resulting from economic and government austerities. Further development of the Czech beer market will be influenced by the recent VAT increase and subsequent shopping decisions made by consumers. We will continue to build our unique Czech beer culture by offering high quality products to satisfy our consumers‘ demands, bringing great shopping experience when purchasing our beer in retail and creating pleasant and favourable environment in designed concepts of bars and restaurants across the Czech Republic.“ Doug Brodman, CEO of Plze?sk? Prazdroj
New record in export charts
Despite the continuous challenging economic situation in many export markets, the demand for beer brands of Plze?sk? Prazdroj in 2012 grew to a new historical record. Export of Pilsner Urquell to more than 50 countries went up by 3% compared to prior year. Marketing activities during the whole year and successful presentation of Pilsner Urquell brand during the Olympic Games in London raised sales in the United Kingdom by more than 20%. Consumers in South Korea, Japan, Vietnam and Taiwan showed higher interest in Pilsner Urquell, so the total export of this lager in Asia region grew by more than 50%.
Increase in off–trade benefited from innovations
In the domestic market sales in off–trade increased by a single digit percentage, mainly through successful innovations such as mixed beer–based drinks, convenient packaging like cans and PET bottles. This partially compensated for continuous declining trend in the on–trade segment. In 2012, Plze?sk? Prazdroj introduced numbers of new products, such as mixed beers with fruit juices Gambrinus Lime & Elderberry and Gambrinus Sharp lemon, a wheat beer with peal of orange and coriander called F?nix, Frisco Blackcurrant or Birell Lime & Raspberry flavour and offered beer brands in convenient packaging. In addition, Plzensky Prazdroj developed,sets new standards for a beer shopping experience and match the uniqueness of beer category’s position in the Czech Republic. In the on–trade segment the Company introduced our new brands and continued to offer unfiltered beer in broaden number of pubs.
29 Jan. 2013