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’s top brewer Sabeco cleared for share listing by Dec
Phan Dang Tuat, head of the Industry and Trade Ministry's enterprise renovation and development committee, told Reuters on Tuesday that Hanoi had granted approval to list shares in a firm it first earmarked for privatisation in 2008 on the Ho Chi Minh Stock Exchange.
Known for its Bia Saigon and 333 brews, Ho Chi Minh City-based Sabeco - formally known as the Saigon Beer, Alcohol, Beverage Corp - is valued at about $2 billion by Hanoi. With 45 percent of Vietnam's beer market, its net profit jumped 27 percent in first-half 2016 to 2.39 trillion dong ($107 million).
"(Sabeco) has 10 to 12 weeks to debut, depending on the consultative contract," Tuat said, referring to Sabeco's plans to hire a consultant firm to advise on the listing. He didn't say how much of the company will be sold in the December listing plan.
The company has received expressions of interest from major foreign brewers lured by the size of the Vietnamese market, including ThaiBev, the flagship company of Bangkok's billionaire beer magnate Charoen Sirivadhanabhakdi. Sabeco sold 1.52 billion litres of beer last year, up 9 percent from 2014.
But potential partners keen to tap rising consumer spending by Vietnam's fast-growing middle class have faced repeated delays in the privatisation process. Under criticism from some investors for being slow to privatise assets, the government had said in August it would fully divest from the country's two biggest brewers, Sabeco and Habeco.
That would include selling its 89.59 percent stake in Sabeco worth $1.8 billion, by the end of 2017.
The government has also said divestment in Habeco, the maker of Bia Ha Noi beer ranked third by market share after Sabeco and Dutch brewer Heineken NV, would be completed by the end of this year.
Officials at Sabeco weren't immediately available for comment.
27 Sep. 2016