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. Beer moves to premium
Beer consumption grew at a weak pace, at least for the mass product, probably impacted by the slowdown in GDP growth and even rainy weather. Although the Internet grew as a beer sales channel, the beer market remained relatively regional and fragmented.
At the same time, strong demand for premium brands continued, reflecting the broader consumer shift to quality. As Chinese brands added premium offerings gains, depressed oil prices also helped enhance airline profitability. Despite these improvements airlines continued to score low in RepZ, the BrandZ™ measurement of corporate reputation.
Snow Beer introduced more premium variations. Although not well known outside of China, Snow Beer leads the world in total consumption. Tsingtao Beer faced pressure because of its mid-market positioning and its large exposure in restaurants, where government efforts to retrain extravagance impacted sales.
Harbin Beer, one of the oldest breweries in the north, successfully increased popularity. Pearl River, especially strong in the south, in Guangdong province, grew sales, but costs increased.
Despite weaker volume growth, Yanjing Beer continued to dominate in Beijing and certain central and western regions. It is the only Chinese brand without a foreign partner, such as AB-InBev or SABMiller.
The planned merger of the giant global brewers would consolidate market share and raise antitrust issues that could affect brands like Snow Beer, jointly held by SABMiller and China Resources Enterprises, a state-owned company.
23 Mar. 2016