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.
Thailand. Cash-flush ThaiBev itching for big-ticket acquisition deals
Armed with its formidable $966 million cash pile, F&B giant Thai Beverage is forecasted to aggressively snap up Southeast Asian companies over the next four years.
According to a report by OCBC, the global beer industry has been awash with news of mergers and acquisitions of late, as more brewers turn to big-ticket deals to boost profitability and drive growth.
Thai Beverage is likely to go down the M&A path as well, particularly in light of the group’s Vision 2020 strategy.
“Following Fraser and Neave’s (FNN) sale of its 55% stake in Myanmar Brewery Limited to Myanma Economic Holdings (MEHL), FNN currently has a total cash of S$966m. We think that if necessary, FNN and Thai Bev partnering each other for potential acquisitions is a conceivable possibility,” said OCBC.
“We expect both entities to expand into their new markets - Myanmar, Vietnam, Indonesia and Philippines, but this would result in varying marketing expenditure as they strive to build brand presence in these countries, thus margins for the segment would be affected in certain quarters,” OCBC added.
In the meantime, ThaiBev will continue developing its core business, with new products being developed and distributed in its regional distribution network.
“We remain positive on the group’s long-term growth plans,” OCBC said.
14 Jan. 2016