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.
India. Going the extra mile to ensure patronage
Coimbatore District has about 303 Tasmac shops, out of which 237 have bars attached. Tasmac outlets till date drew crowd based on cleanliness of the place and varieties of snacks offered there.
Some bars even had installed large screen television sets, which turned out to be a major attraction during the recently concluded T20 World Cup cricket matches, says Deivam, Secretary of the Coimbatore TASMAC Bar Owners Association.
According to Ganesh of Ramanathapuram, who runs two bars, cleanliness of the place, adequate parking space in the vicinity, and quality of side dishes offered often counted for a good and steady patronage. Offering a variety of vegetarian and non-vegetarian side dishes also helped in to draw customers.
Middle and upper middle class consumers often preferred to buy liquor and take it home or to a private location and consume it. Under such circumstances, the offer of television sets and provision of air-conditioned bar space came in handy to retain the customer patronage, says another bar owner.
But licensees who operate out of rented or leased out premises could not take the risk of spending on air-conditioning as the bar licenses will have to be renewed periodically.
Recently, a Tasmac bar at Kavundampalayam has chosen to offer free Wi-Fi facility for its customers. This has become a trend and more licensees are gearing up to try this out.
Another bar owner says that some of their counterparts even discussed about offering organic and healthy side dishes. But it has not been tried out yet, as they are not sure of the outcome.
6 Apr. 2016