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.
New survey shows Russians want traditional Russian beer
Along with the revival of Russian winemaking (76% spoke in favor), the majority of Russians would like to return to the traditions of Russian breweries (58%). At the same time, the very same concepts in relation to vodka and moonshine polled much lower, at just 45 and 26 percent, respectively.
Among the population, the most common statement (opinion) is that most of the beers on the shelves in Russian stores are produced in Russia using foreign technologies rather than the opposite (44% vs. 37% respectively). Meanwhile, 72% of respondents would like to see more of traditionally Russian beer on the shelves, while foreign-born suds is not as popular, polling at only 31%.
35% of Russians believe the most promising area for the domestic brewers is in the revival of Russian brewing traditions. The idea of attracting foreign specialists and using their experience was supported by significantly fewer Russians (11%).
More than half of Russian citizens (53%) consume beer in general. The most appropriate situation for the consumption of this drink is considered to be in social settings (68%). In other cases, the majority of respondents believe beer drinking is inappropriate during: sporting events (59%), Christmas (58%) and various other religious (77%) holidays. 93% unanimously agreed that drinking beer at any time of the day is inappropriate.
A telephone survey poll was conducted upon request of the Private Book Museum on May 31, April 1, and 4 June 4-5, 2016. The survey covered a basic stratified random sample of fixed and mobile numbers with a volume of 1,600 respondents. The selection was based on a complete list of phone numbers associated with the Russian Federation. For this sample, the maximum level of error with a probability of 95% does not exceed 2.5%. In addition, the sampling of error bias in the survey data could have contributed to the wording of questions and the various circumstances that arose in the course of field work.
|Let's talk about the tradition of the manufacture of alcoholic beverages. Now, I will read out the names of drinks and ask you to tell me whether or not to revive the tradition of making this particular beverage in our country. (Close-ended question, one answer per each line,%.)|
|Rather yes||Rather no||Can’t say|
|Some believe that the majority of beer sold in Russia is produced by traditional Russian technology, while others believe that foreign. What judgment is more consistent with your point of view? (Close-ended question, one answer,%)|
|Most of the beer sold in Russia, produced by Russian traditional technologies||37|
|Most of the beer sold in Russia is produced by foreign traditional technologies||44|
|Now I will list you the different types of beer, and ask you to say if you like or do not to see this beer on the shelves in Russian stores? (Close-ended question, one answer per each line,%)|
|Rather yes||Rather no||Other||Can’t say|
|Beer produced by Russian traditional technologies||72||20||4||4|
|Beer produced by Russian traditional technologies but abroad||42||48||3||7|
|Beer produced by foreign traditional technologies abroad||36||56||4||4|
|Beer produced by foreign traditional in Russia||31||51||8||10|
|If the direction of development of the industry of brewing in Russia depend on you, what would you do first? (Close-ended question, one answer,%)|
|The first I would begin to adopt Russian tradition of brewing production||35|
|First would purchase modern equipment for the production of beer||16|
|First would develop unique recipes of brewing and would launch them into production||16|
|Firs would attract foreign specialists and would use their experience and knowledge for the development of the industry||11|
|Do you drink beer, and if so, how often? (Close-ended question, one answer,%)|
|All||18-24 yo||25-34yo||35-44 yo||45-59 yo||60 and older|
|Several times per week||6||2||9||10||7||1|
|2-3 per month||13||17||20||18||6||11|
|Once in a mo||14||19||13||18||11||13|
|Less than once in a mo||20||18||22||15||26||18|
|Now I'll read you situations to find out if each situation is appropriate or not for the use of beer in this situation (close-ended question, one answer per each line,%)|
|Rather yes||Rather no||Can’t say|
|Meeting with friends||68||31||1|
|The other public holidays (May 1, May 9, June 12, 4 November, 8 March, on February 23)||44||53||3|
|At family events (wedding, anniversary, birth of a child, anniversary, etc.)||40||58||2|
|When watching sports events||38||59||3|
|While the national and religious holidays (Carnival, Easter, etc.)||21||77||2|
|Whenever having a meal (breakfast, lunch, dinner)||6||93||1|
4 Jul. 2016