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. Heat Adds Fizz to Beer Sales in Karnataka
According to the Karnataka State Excise Department data, in March 2016, 2.75 crore litres of beer were sold as against 2.06 crore litres in March 2015 -- that is, this year we consumed at least 69 lakh litres of beer more than the last.
From April 1 to 16, beer consumption has crossed one crore litres, while IML has touched 1.41 crore litres. The trend will continue till May-end. “When monsoon begins, the trend will change,” said an excise department official.
In Karnataka, there are 9,948 licence holders to sell IML and beer including 3,943 retail shops, 3,583 bar and restaurants. In the last two decades, the state government has not given fresh licences to retail shops. “Though it was announced that fresh licences would be given to new outlets, the proposal is pending before the finance department,” an official from the excise department said.
The state government, which generated a revenue of Rs 12,998 crore through IML sale in 2015-16, is expecting Rs 13,770 crore this financial year. And through the beer sale, the state government has generated Rs 1,705 crore last year and is expected to make Rs 2,030 crore in 2016-17.
Shivalingaiah, Secretary General, Karnataka Brewers And Distillers Association, said that the state stands fourth in terms of beer sale. “Beer sale commonly goes up in summer and this time it has gone up further because of the heat. Beer sale is directly proportionate to heat and it is preferred by youngsters. Also people carry beer when they travel in the summer,” he said.
Chandrappa A M, Chief General Manager (brewery division), Mysore Sales International Limited (MSIL), said that every month around 90,000 cartons of beer are sold during normal months through MSIL outlets, while 1.5 lakh cartons are sold in the summer. “This year as the temperature is higher, we are expecting to sell about 1.45 to 1.5 lakh cartons this month alone,” he said.
19 Apr. 2016