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.
Pentair Haffmans launches CO2-Selector
In the production of beer, carbonated soft drinks and wine, the CO2 content is a key quality parameter and decisive to the product’s taste. Therefore, manufacturers continuously measure and control the CO2 content during production.
Haffmans CO2-Selector provides major advantages over conventional CO2 measurement technologies as piercing is not required to perform the measurement. The bottle is not destructed and no product is lost. The instrument measures the headspace CO2 content and internal pressure, and accurately determines the dissolved CO2 content in the package. The procedure is simple and repeatable, which allows for an unlimited number of tests to be conducted on the same package.
How this works
Haffmans CO2-Selector uses an innovative high-precision laser technology. The instrument’s laser transmitter sends a beam through the headspace of the package to a receiver. At a particular frequency, the CO2 molecules in the headspace absorb the infrared light of the laser. Based on the width of the absorption lines and the intensity, the total pressure and the CO2 concentration in the package is determined. Other gases present in the headspace – such as oxygen (O2), nitrogen (N2) or hydrogen (H2) – do not have an impact on the measurement results. In addition, the measurement is independent of the color or material of the bottle.
For more information on Pentair Haffmans’ quality control equipment range, visit www.haffmans.nl.
About Pentair Ltd.
Pentair Ltd. (www.pentair.com) delivers industry-leading products, services and solutions for its customers’ diverse needs in water and other fluids, thermal management and equipment protection. With 2013 revenues of $7.5 billion, Pentair employs more than 30,000 people worldwide.
About Pentair Haffmans
Pentair Haffmans (www.haffmans.nl), headquartered in Venlo, Netherlands, develops and supplies quality control equipment, microfilters and carbon dioxide systems for the brewing, soft drink, wine, bioethanol, and biogas industries. Pentair Haffmans is a multinational company with a strong focus on innovation and customer satisfaction, and a presence in more than 150 countries worldwide.
Sjoerd van der Sterren
Head of Marketing & Business Intelligence Food & Beverage Process Solutions
Pentair Filtration & Process
Direct: +31 77 323 23 35
Email: [email protected]
22 Jul. 2014