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.
Beer Business (Pivnoe Delo) #3-2014
One sometimes finds it difficult to define the beer sort by reading the label. For historical reasons, in Russia is used a simplified classification dividing all beer variety into dark and light sorts. Besides, all color range shades of beer are used in brand names for example: platinum, amber, red, velvet and black. This color array also includes "white" color, which usually refers to a wheat beer sort.
Such classification was inherited from the Soviet times - a consumer is so far accustomed to choosing his beer by colors, unless he is a beer lover and expert. At the same time, international names are gradually gaining independent significance. A particular part is played by special sorts. For example, beer containing smoked malt, juice, ginger, seaweeds giving the beer green color as well as classic ales. With increasing frequency, there appear wheat beer sorts containing orange citron and coriander.
According to such classification, among 3 845 beer sorts by 658 producers 64% is taken by light beer sorts, 24% by dark and semi-dark ones, 6% by wheat and 6% by special beer.
The popularity of zhivoe beer (live beer), which has passed its peak by today, played a big role in the product range of brewers. There appeared a host of unpasteurized and/or unfiltered beer sorts with a short shelf life and clouded beer. These sorts often form separate brands and are often sold on tap in specialized retail.
We must also mention people's brand, light beer Zhigulevskoe, with 11% gravity and 4% AbV, which is brewed by state standards. 171 sorts of Zhigulevskoe are bottled by 141 breweries of various scales except for restaurant breweries.
The database on the attached disk will make it easy for you to analyze the product range of Russian brewing companies by various aspects. It also contains additional information which was not included into the printed catalogue.
- References to label images (available for 3 289 sorts)
- Assortment of import beer.
- Assortment of beverages made on the basis of beer.
- The shelf life and the storage temperature of beer and other information.
22 Nov. 2014