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. Masan’s sales jump 90%, profits up 24% to $113m
The growth in 2015 was mostly contributed from consumption-related businesses, Masan said, and added that of the whole revenue, Masan Nutri-Science contributed VND14 trillion ($626.9 million). In which, the branded food and beverage businesses grew 4.7 per cent within the year, supported by the growth of 20.5 per cent of Vinacafe and three time bigger growth over 2014 of beer business.
Masan also reported a pro forma EBITDA (earnings before interest, taxes, depreciation and amortisation) ) of VND6.687 trillion ($299.1 million) for 2015, up 70.6 per cent over the same period last year. The group reported a net profit after tax of VND2.527 trillion ($113.1 million) an increase of 24.1 per cent over 2014.
According to the group, it made a $1.1 billion landmark partnership with Thailand's Singha Group to form a strategic partnership to better serve 250 million consumers in ASEAN with a broader portfolio of branded food and beverage products, in which Singha agreed to invest $1.05 billion in Masan Consumer Holdings (MCH) for a 25 per cent of stake and another $50 million in Masan Brewery for a 33.3 per cent of stake.
Overnight, Masan gains access to the Thai market with a strong partner, the first step in the group's greater objective of winning in Inland ASEAN including Viet Nam, Thailand, Myanmar, and Cambodia, in addition to Laos, whose consumers share similar tastes and preferences.
Established in 2000 in HCM City as a private enterprise, the group has worked in the food and drinks, banking and mineral mining sectors.
3 Feb. 2016