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.
China’s CR Beer says cost controls boosted first half profit by 45pc despite lower sales
CR Beer reported a net profit of 605 million yuan compared with 417 million yuan for the same period a year earlier, while revenue dipped 1.8 per cent to 15.21 billion yuan, according to the company’s filing to the Hong Kong exchange. The revenue figure fell short of analyst consensus estimates of 19.61 billion yuan.
The state-owned beer maker, which co-owns the world’s largest selling Snow beer brand with London-based SABMiller, blamed the flagging economy and severe flooding across many parts of the country as factors pressuring the company’s earnings, but highlighted cost control measures that boosted profitability.
“We expect a slower growth in sales volume than before and progressive consumption upgrades in the future,” said Chen Lang, chairman of CR Beer, which is a subsidiary of Hong Kong-based state-run conglomerate China Resources.
“Riding on the group’s track record in mergers and acquisitions, we will evaluate potential investment opportunities to expand our business and extract value through synergies,” Chen added.
Zhu Danpeng, an associate with China Branding Research Institute, said; “The entire beer market is struggling in China, but CR Beer fares better than its domestic peers as it receives solid backing from the government when competing with foreign rivals such as AB InBev.”
Before the results announcement on Friday, CR Beer shares edged down 0.26 per cent to settle at HK$15.60 by the lunchtime break. The shares have risen 22.8 per cent in the past six months.
No interim dividend was declared, as was the case a year earlier.
In July, CR Beer raised HK$9.5 billion to buy the remaining 49 per cent stake in China Resources Snow Breweries, a joint venture with SABMiller, and to gain full control of the Snow beer brand. The acquisition of SABMiller’s stake is anticipated to be completed by the end of this year.
The mid-to-high-end Snow brand is the world’s largest selling beer, accounting for 23.2 per cent of the beer market in China in 2014, outpacing its smaller rival Tsingtao Brewery and AB Inbev’s Harbin Brewery, according to research firm Euromonitor.
But CR Beer is facing a shifting preference among middle class Chinese consumers who are turning to foreign brands such as Denmark’s Carlsberg and AB InBev’s Budweiser in the premium market segment.
A merger and acquisition frenzy has swept across the global beer market, with AB Inbev’s US$108 billion takeover of SABMiller set to create the world’s biggest player, while CR Beer revealed in July its interest in buying smaller peers at home or abroad.
“CR Beer may be eyeing companies like Beijing Yanjing Brewery in this wave of consolidation,”said Zhu. “The endgame will be that the domestic market will be dominated by a single player.”
Shenzhen-listed Beijing Yanjing Brewery is the country’s third-largest beer maker. The Beijing municipal government-backed brewer was said to have been reaching out to companies, including overseas ones, for a potential stake buyout since early 2015.
19 Aug. 2016