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. Don’t Blow It
Yet by some measures, the country's progress is precarious. And as Vietnam's Communist Party convenes in Hanoi this week to select new leadership, amid much intrigue and controversy, there's a risk that the regime could squander a singular opportunity to reform its economy for the long run -- and to address the festering problems underlying Vietnam's remarkable rise.
The outcome of the selection process is still anyone's guess. The favored candidates for the party's general secretary are Nguyen Tan Dung, the current prime minister, and Nguyen Phu Trong, the incumbent. Dung generally supports freer markets and closer ties to the U.S.; Trong favors more state meddling and friendliness toward China.
Whoever wins will face a slate of economic conundrums, ideological quandaries and geopolitical hazards. But he also has two very big opportunities.
The first is demographic. Fully 60 percent of Vietnam's population is under age 35, with about two people of working age for every dependent. Actuaries call such a windfall a "golden population structure." Yet this won't last. In 20 years, the proportion of citizens aged 65 or older will roughly double. That means it's crucial to put a sustainable social safety net in place now, while the middle class is growing and able-bodied taxpayers abound.
The second opportunity is economic. The Trans-Pacific Partnership, a U.S.-led free-trade deal, is likely to benefit Vietnam hugely. If ratified, it would cut some 18,000 tariffs in 12 countries, helping Vietnamese goods -- from apparel to seafood -- find new customers and new markets. By 2030, the World Bank reckons, the agreement would boost the country's exports by about 30 percent and its economic growth by 10 percent.
All this good fortune means that the new general secretary should have a very unusual grace period -- and a very brief window for pushing ambitious reforms.
Despite its lively growth figures, Vietnam faces some daunting challenges. The economy remains heavily dependent on low-wage labor and cheap exports. The tax system is among the most complicated in the world. Corruption is embarrassingly common. And distrust of government is widespread.
Some Vietnamese officials have recognized these problems. They've made progress in streamlining investment rules, selling off some state-owned companies, and opening more markets to foreign investors. They've also tried to encourage better governance and public works investment.
But a few further reforms are in order.
Relinquishing state control of more businesses should be the top priority (some of that delicious beer, for instance, is still brewed by the government). That would help rationalize the economy, reduce fraud and boost productivity, which would in turn ease the burdens of an aging workforce. Scrapping the regime's "two-child policy" could also alleviate demographic pressure. Raising the retirement age -- now set at 60 for men and 55 for women -- would go a long way toward shoring up the teetering pension scheme. And easing official discrimination against families that sided with the U.S. during the war would remove a serious impediment to upward mobility.
All easier said than done, of course. But there are indications that at least some members of the Communist Party understand these challenges and are prepared to act on them. There may never be a better time.
22 Jan. 2016