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.
Philippines. San Miguel Brewery sees strong profits
“I think SMB is doing very well [because] for the first quarter alone, net income is P4 billion. And that’s not the peak season yet, usually Christmas season and summer,” its Chairman Ramon S. Ang told reporters after a stockholders’ meeting in Pasig City on Monday.
The beer subsidiary of San Miguel Corp. managed to grow its net income by 23% from the P3.3 billion posted a year earlier, as new campaigns further boost consumption of its products.
The company’s revenues rose 23% to P23.3 billion, while sales increased 25% to P20.3 billion, following a 25% growth in volume to 51 million cases.
“In the Philippines, the company introduced new campaigns backed by consumer and trade programs to strengthen market leadership and further generate consumption,” SMB noted in a statement.
Net income from the company’s Philippine operations alone jumped 18% to P3.8 billion in the first quarter of the year.
SMB also registered improved results in 2015. The company posted a net income of P13.5 billion, after increasing its consolidated revenues by 4% to P82.4 billion and operating income by 3% to P22.6 billion.
When asked about expansion plans for the beer business, Mr. Ang said: “The beer business does not need too much expansion or what. It’s already doing very very well.”
Ang is bullish about its premium beer and non-alcohol beverage business this year.
“We have 97-percent market share… In fact, our SMB premium beer is doing very, very well. Even in international market, our SMB premium is doing very, very well. We are in every segment,” he said.
Mr. Ang also downplayed the recently announced joint venture of rival Asia Brewery, Inc. and Heineken International B.V. for the local production of the latter’s products.
“In the beer business side, SMB does not need to do anything. We have been competing with every major beer maker in the world, none of them were successful in competing with us in the Philippines,” he said.
SMB is also expected to continue turning profits amid the liquor ban proposed by president-elect Rodrigo R. Duterte.
“Liquor ban is nothing new for us. Our volume in Davao is not affected at all. The liquor ban is up to 1 a.m. or 2 a.m., it has no effect on us,” Mr. Ang said.
1 Jun. 2016