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’s Beer Industry Experiences Lowest Drop in 5 Years
Last year, beer sales volumes in China declined by five percent to nearly 48 million liters compared with a year earlier. Euromonitor International research manager Joy Huang said that in 2014, sales dropped by just one percent year-on-year.
Huang explained that the factors behind the decline includes the cool summer as well as the country's economic slowdown and netizens growing consciousness over their health. She further added that it could also be a result of fewer people eating out and more stringent drunk driving rules.
According to Mintel Group Ltd., China's beer market is maturing despite the fact that the total sales volume has declined over the past few years. It also claimed that the market is strengthening, noting that nearly three-fourths of the total volume are taken by the top five beer enterprises. Smaller establishments, on the other hand, comprise between 10 and 15 percent of the market share, while the rest goes to imported products.
Although the sales volume in China's beer industry has declined, the total market value has increased, potentially due to the increased premium brands promotion. However, foreign brands are still dwarfed by local products in the market.
Of the respondents surveyed, only 1 percent claimed to solely drink imported beers. The report reveals that this can be accounted for by the fact that small cities unlike major ones are less exposed to foreign beers, implying international brands should boost their efforts to penetrate them.
Aside from that, imported beers are also more expensive, thus forcing low-wage drinkers to resort to local beers. Also, there is a lack of education about international beer brands, which most likely contributes to the discrepancy.
Given these factors, foreign brands should concentrate on increasing their visibility across China, even in small cities, the report said. It further suggested that brands should modify their products to suit the palates of the Chinese market.
Beside the fact that not all Chinese have the luxury to dispose money on premium and foreign beer brands, 29 percent of the individuals surveyed never thought international brands were up for sale in the country.
Tsingtao and Snow are currently the leading brands in China. The Western brand Budweiser, on the other hand, not only comes fourth in popularity, but also as the most well-established foreign beer brand in the country. Trailing behind is Carlsberg and Heineken.
18 Feb. 2016