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.
Vietnam. Beverage sector contributes $1.3b to budget
At a conference held in Ha Noi yesterday, VBA Chairman Nguyen Van Viet said the beverage industry continued to grow over the past five years despite the difficult economic times that have resulted in many other kinds of companies struggling or shutting down.
Besides, the sector also created jobs for dozens of thousands of labourers as well as adequately met the domestic demand with high quality products, enhancing competitiveness amid anticipated rising competition pressure associated with intensive international integration, Viet said.
According to a report of VBA, in 2015, the beverage industry produced over 3.4 billion litres of beer, an increase of 40 per cent compared to 2010.
Viet Nam currently has 129 beer establishments, most of which are concentrated in large cities such as Ha Noi, HCM City, and Thua Thien Hue. The majority of the market share is still controlled by the Sai Gon Beer, Alcohol and Beverage Corporation (Sabeco), the Ha Noi Beer, Alcohol and Beverage Corporation (Habeco) and the multinational breweries Heineken and Carlsberg.
In the reviewed period, non-alcoholic beverages also witnessed an impressive growth with a production capacity of five billion litres per year and more than 1,800 production facilities.
By 2020, the beverage industry is forecast to reach a higher capacity, with 4.25 billion litres of beer, 9.2 billion litres of non-alcohol and 360 million litres of alcohol expected to be produced per year.
While joining the Trans Pacific Partnership (TPP) agreement and other Free Trade Agreements (FTAs) would give Viet Nam the chance to attract more investment, it would also pose a significant challenge, Viet said, adding that domestic beverage companies should enhance their production quality and improve their distribution system to protect their domestic market shares.
8 Jan. 2016