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.
Successful start for InterBev Beverage
- Together with parallel events, beverage trade show draws approximately 12,000 visitors
- InterBev Beverage Bar offers samples of trendy beverages
The current trend: raw juices
The InterBev Beverage Bar, sponsored by the American Beverage Association, was part of the supporting program at the trade show. There visitors could sample around 80 new beverages and trendy drinks. Favorites included coconut water, flavored soft drinks, and energy drinks. During the trade show, hot topics discussed in the InterBev Beverage Education Sessions included cold-pressed fruit and vegetable juices, also referred to as raw juices. For the first time, the sessions and the trade show also touched upon alcoholic beverages.
The newly established InterBev Beverage trade show will take place for the second time next year from June 9 to 11, 2015. N?rnbergMesse North America will organize the first InterBev Process trade show, scheduled to be held from September 15 to 18, 2015. The capital goods exhibition for the beverage industry will map the industry’s entire value chain, ranging from raw materials and technologies to packaging and logistics. Starting in 2015 it will be held in Chicago every two years. The two InterBev events round out the N?rnbergMesse Group’s trade show portfolio in the beverage and packaging sector. With BrauBeviale and FachPack, the Bavarian trade show company has been organizing international trade shows in these industries in its home town for 35 years. This year, BrauBeviale is the most important capital goods exhibition worldwide in the beverage industry. It will take place from November 11 to 13, 2014 in Nuremberg. This year, around 1,300 exhibitors and approximately 33,000 visitors can look forward to a completely revised trade show concept and supporting program. Small and medium-sized businesses and global players will benefit from a wide range of information about raw materials, technologies, logistics, and marketing ideas. The trade show will additionally focus on international beverage trends.
About the N?rnbergMesse Group
N?rnbergMesse is one of the 15 largest exhibition companies in the world and is among the top ten in Europe. The portfolio comprises some 120 national and international trade shows and conventions as well as approximately 40 sponsored pavilions at the Nuremberg location and worldwide. Every year, around 30,000 exhibitors (international share: 39%) and as many as 1.4 million visitors (international share of trade visitors: 22%) participate in their own, partner, and guest events of the N?rnbergMesse Group, which has subsidiaries in China, North America, Brazil, Italy, and now also India. The N?rnbergMesse Group also has a network of approximately 50 offices operating in about 100 countries.
Additional information and contacts for press and media
N?rnbergMesse North America, Inc.
Andrea Paulinelli, project manager
400 Interstate North Parkway, Suite 710
Atlanta, GA 30339
Phone: +1.770.618-58 42
9 Jul. 2014