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 companies seek tax delay
According to Decree 108/2015/ND-CP and Circular 195/2015/TT-BTC, which came into force just over two months ago, the special consumption tax on producers would be calculated based on the price that its member distributing company sold to sales agents and the taxable price must be lower than 7 per cent compared to the agent's monthly average end selling price.
Nguyen Van Viet, chairman of Viet Nam Beer Alcohol Beverage Association, said that the price gap being capped at 7 per cent would cause administrative procedures to become more complicated for companies.
"Beverage companies need time to adjust their production plans," said Viet, adding that implementation of the two documents should be delayed until January 1, 2017.
Nguyen Hong Linh, general director of Ha Noi Beer Alcohol and Beverage Joint Stock Corp. (Habeco), said that having the price gap between sales agent and distributing company capped at 7 per cent, instead of current 10 per cent, would make it hard for distributing companies to cover their operation costs.
The regulation would also cause difficulties in compliance, as the price of beverage products often change seasonally.
Participants at a conference yesterday urged the Government to revise the regulations on calculating the special consumption tax for companies that operated under a holding company model in order to create conditions for them to operate efficiently.
Several companies said that the taxable price should be the end selling price of the producer, not the end selling price of its member distributing company.
Le Hong Xanh, deputy director of Saigon Beer-Alcohol-Beverage Joint Stock Corp. (Sabeco), said that the new regulations would increase tax pressure on companies and might cause a decline in revenues as well as contributions to the budget.
Dau Anh Tuan, from the Viet Nam Chamber of Commerce and Industry, said that the issuance of legal documents must have an appropriate roadmap, adding that sudden amendments might force companies to face the risk of losses or even leave the market.
The two legal documents were issued months after the audit watchdog proposed that Sabeco pay an additional VND408 billion (US$18.2 million) in special consumption tax for 2013.
Sabeco distributed its beer products through several intermediaries, from a subsidiary, Sabeco Trading Joint Stock Company, in which it holds a stake of 90 per cent, to regional trading companies, before selling to dealers and consumers.
Sabeco's excise tax filing was based on the selling price of Sabeco Trading Joint Stock Company, while the state audit said that the excise tax should be calculated based on the selling price of regional trading companies, resulting in a controversy.
The association earlier this year said that the beverage industry contributed VND30 trillion to the State budget last year.
17 Mar. 2016