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.
5 Things to Know About Chinese Consumers
1 Chinese consumers are even more confident than those in the U.S.
Chinese shoppers are willing to spend because they feel pretty confident that that their incomes will rise over the next five years. Confidence levels vary by region and are lower in Northeastern China, where the manufacturing industry has been sinking for years, but consumers in China are even more optimistic than in the U.S. or U.K. In 2011, 32% of Americans said they expected household income to rise in the next five years. For the most part, Chinese consumers seem unaware that the Chinese economy is deteriorating.
2 Chinese consumers are not homebodies.
Anything that can be experienced beyond the house is better for Chinese consumers. Forget dinner at home with the family, Chinese want entertainment and a meal out. It’s all about the adventure. Spas, massages and travel are the ultimate as spending on service boosts. Of consumers surveyed, 23% said they would spend more on travel if incomes rise, an increase from 14% in 2012.
3 Foreign brands are out. Chinese are in.
The days when shoppers gravitated only to the foreign brands are officially over. Chinese brands have won trust and earned consumer loyalty. Last year, 62% of consumers said that given similar quality and price, they would prefer Chinese brands to foreign ones. That compares to 42% in 2009.
4 Chinese will pay more for the best - even on rice or beer.
Not only are many Chinese consumers not pulling back on their spending, they’re actually spending more. Half of consumers surveyed say they want the most expensive product and are willing to shell out for the best. Forty-four percent say that they pay more for cosmetics, while 36% say they trade up for spirits and 26% buy more expensive hair products.
5 China’s gone health nuts.
Like Americans, Chinese are becoming more health conscious, with 72% of consumers last year worrying that the food they eat is harmful to their health, up from 60% in 2012. Half of consumers are focused on eating food they think is nutritious and they’re cutting out the food they think isn’t. Soda is losing fans, with carbonated drinks faced a 26% penetration drop last year, while Western fast food saw a 24% drop.
18 Mar. 2016