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.
San Miguel Brewery Hong Kong posted results for first fiscal quarter 2016
‘Our Hong Kong operations posted a strong recovery in the first half of 2016, as operating losses before net finance costs were reduced by 75 per cent, with total sales volumes growing by 5 per cent,’ noted the company in its filing.
Improvements in loss were noted as due to ‘closer monitoring of discounts, reduction in the cost of delivery through process reengineering, and the consolidation of warehouse operations’.
The group’s Macau operations also recorded better-than-expected results.
‘The company was able to buck the industry trend in Macau,’ notes the filing. This was due largely to sales volume growth of 4 per cent ‘through increased participation in on-premise outlets’.
Sales in the surrounding region saw declines, as noted in the Guangzhou subsidiary of the company, which saw a decline as ‘the beer industry in South China contracted,’ notes the filing.
However, the launch of new brands in the past two years, namely San Miguel Cerveza Negra and Red Horse Beer, ‘have been well received by the market’ in Hong Kong, notes the filing. Both the Negra and Red Horse brands have seen 38 per cent and 93 per cent volume growth year-on-year for the HKSAR.
‘We remain optimistic about our performance in the next six months,’ notes the filing. ‘We are confident that the plans and programmes we have put in place will ensure we put the right products in the right markets’.
7 Sep. 2016