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.
Vietnamese brewer Habeco plans $405 mln listing next week
The listing on a secondary exchange does not necessarily imply any changes to the ownership of a company controlled by the government and Danish brewer Carlsberg but it does show how much the company is worth.
As such it is seen as a step forward in a government plan to divest its 82-percent stake. Carlsberg owned 17 percent of Habeco as of August 31.
The 231.8 million shares of Habeco, or Hanoi Beer Alcohol Beverage Corp., will have a basis price of 39,000 dong ($1.75) on their first day on the country's Unlisted Public Company Market (UPCoM) next Friday, HNX said in a statement.
The Southeast Asian government wants to fully offload its $2.2 billion stake in Habeco and Sabeco, Vietnam's biggest beer firm, to boost performances at the state firms and to help relieve an increasingly tight state budget.
Vietnam is among Asia's biggest beer drinkers, putting it on the radar of Asian and European brewers keen to exploit changing lifestyles and one of the region's fastest rates of middle-class growth.
Habeco, which has around a fifth of Vietnam's market, wants to eventually list on the Ho Chi Minh Stock Exchange, the country's main bourse, Phan Dang Tuat, head of the trade ministry's enterprise renovation and development committee, told Reuters in an interview this month.
The UPCoM, operated by the Hanoi Stock Exchange, requires a lower level of transparency and limits some trading options.
Kirin Holdings, Asahi Group Holdings, Thai Beverage, Heineken and Anheuser Busch Inbev SA are among around 20 investors who have expressed interest in the beer stake sales by the government, said Tuat.
However, the government is not looking for strategic investors for the beer firms and just aims to sell the shares at the highest price possible, according to Tuat.
Habeco, the maker of Bia Ha Noi beer, posted a 6.7 percent annual growth in net profit last year, but its net profit in 2016 is targeted to fall 4.4 percent from a year earlier, the statement said. ($1 = 22,320 dong)
24 Oct. 2016