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.
Vietnam. Will national brewers survive new taxes?
Decree 108/2015 / ND-CP and Circular 195/2015 / TT-BTC will adversely affect beer producers by changing the tax basis for how the special consumption tax (SCT) is collected. In accordance to the new rules, the tax is levied not on the cost price of the parent company but on that of subsidiaries.
The tax basis change is aimed to regulate the activity and increase transparency of big companies, such as Sabeco, Habeco, and VBL, who by means of many subsidiaries and distributors reduced the final sum of the excise.
The growth of the tax burden can significantly aggravate already difficult financial situation of the brewers. For instance, Sabeco pretax profit over the first 4 months of this year fell by 27% to 1,215 bln dong. Sabeco’s management at the annual meeting arrived at the decision that the company’s profit decline is mainly connected to the increase of the special consumption tax from 1 January 2016.
Despite the fact that the revenues and sales volume went up, the excise rise from 50 to 55% was the main reason for the company’s profit plummeting.
The tax increase resulted in the retail price growth and, in the long run, led to sales decline particularly concerning the local producers , as their production is targeted at more economizing consumers.
For the same reason, the expected profit in 2016 is to decline by 5%, amounting to 3,436 bln dong.
12 Jul. 2016