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.
GEA Heat Exchangers becomes Kelvion
- Standalone presence of a well-known team in the heat exchanger market
- The new name is Kelvion and pays homage to Lord Kelvin, a pioneer of thermodynamics
Kelvion will continue as global experts in heat exchange with plate heat exchangers, finned-tube heat exchangers, shell-and-tube heat exchangers, modular cooling towers and refrigeration heat exchangers
Bochum, Germany, November 9, 2015 – Something’s happening in the international Heat Exchanger business: another new standalone company has been created out of the former Heat Exchanger division of the GEA Group AG. Due to a change of ownership, the company is now ready to take on the competition around the world under the name Kelvion. The other segments of the Heat Exchanger division will operate under different names and market presence, like DencoHappel (former Air Treatment) whilst the Power Cooling Solutions business will be renamed before the end of the year.
“The new company name pays homage to Lord Kelvin, a pioneer of thermodynamics. The name Kelvion is new, but we continue as global experts in heat exchange with plate heat exchangers, finned-tube heat exchangers, shell-and-tube heat exchangers, modular cooling towers and refrigeration heat exchangers”, said Michael Andersen, Interim CEO of Kelvion and continues: ”We are connecting the best of two worlds: in Kelvion, a long tradition and the solid expertise of our employees meets the flexibility of a medium-sized company. As a premium brand in heat exchangers, Kelvion addresses a customer group that demands reliability. Now, as before, we bring the best of thermal engineering technology to the market. We continue to provide the products that customers from a varied range of industrial sectors all over the world, have learned to trust over the decades.”
Kelvion is a globally active manufacturer of industrial heat exchangers for different kind of markets. Since November 2015 the former subsidiaries of GEA Heat Exchangers have been operating as a standalone company under the name of Kelvion. A new name but with proven expertise, unique competence and a large product portfolio. With plate heat exchangers, shell & tube heat exchangers, finned-tube heat exchangers, modular cooling towers and refrigeration heat exchangers – the company reaches customers in global markets for power generation, oil and gas, chemistry, marine applications, climate and environment, and food and beverages.
Kelvion focuses on customer-specific products and services and serves its target groups throughout a global sales and production network.
As of December 31, 2014 the company had generated annual sales of approx. 900 million euros and employed around 4,500 staff around the world.
For more details on Kelvion, please consult www.kelvion.com
16 Nov. 2015