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.
China Brew China Beverage continues to grow
Demand for space, from exhibitors from China and abroad, is stronger than ever before. From the registrations received so far for CBB 2016 it is already clear that the event will be significantly larger than last time. 6,000 square meters of space is already booked—that´s around 150 percent more than at the same point ahead of CBB 2014. These positive indications further strengthen CBB´s position as the leading technology platform for the beverage and liquid food sector in the Asian region.
Two strong partners, both with many years of experience, are behind this continual growth: the Beijing Zhongqing Heli Machinery Equipment Co. as the organizer of CBB, and Messe München as co-organizer and also responsible for the international exhibitors. “We are pleased that four years ago we were able to sign a cooperation agreement with the Beijing Zhongqing Heli Machinery Equipment Co. and that together with this reliable, strong partner—one that is very well connected in the Chinese market—we have developed CBB into the most important technology platform for Asia,” said Petra Westphal, Exhibition Group Director of drinktec.
Move to Shanghai boosts further growth
The move from Beijing to Shanghai—to the Shanghai New International Exhibition Centre (SNIEC)—is seen as giving further impetus for expansion. A large proportion of the Chinese beverages manufacturers, among them the market leaders, is located in Southeast China. But for countries like Indonesia, Vietnam and Taiwan also the location of Shanghai has benefits in terms of greater proximity to the markets and easier logistics as regards travel and transport. In addition to this the site in Shanghai offers the exhibitors a significantly better infrastructure. The modern and functional exhibition center
represents the perfect platform for showcasing the entire process chain in beverages technology. National and international exhibitors can as a result present their latest technologies and products live and in action in an ideal environment.
As the leading platform for the sector, CBB is a seismograph for trends and market changes. For this reason the supporting program will again be expanded for 2016 by Heli, in order to inform exhibitors and visitors in full about the latest developments. And to make CBB even more attractive to participants, a range of new services are being developed, including, for example, more online services to assist visitors and exhibitors in their preparations.
The next China Brew China Beverage takes place from October 11 to 14, 2016 at the Shanghai New International Exhibition Centre (SNIEC).
All the key information about China Brew China Beverage 2016 and all the relevant exhibitor documentation is available at:
For impressions of the last China Brew China Beverage, which took place in October 2014, take a look at the image film and the picture gallery at:
Further information on China Brew China Beverage: http://www.chinabrewbeverage.com/english/
3 Dec. 2015