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.
In 1997 company Obchodni sladovny the leading Czech malt producer became the main shareholder of the enterprise which at that time had the name "Altyn-Bidai". The new owner aimed to organize import of qualitative brewing barley and started selection of its sorts taking into account the local conditions. Despite all the efforts to enter into cooperation with local agricultural producers, Tekeli malthouse always experienced difficulties with malting barley. The weather conditions of Kazakhstan (sharply continental climate), makes it impossible to get stable qualitative characteristics of barley. Thus, the company occupied the niche of the supplier of inexpensive production with medium quality which was bought for local beer sorts production.
At the beginning of 2000s the shares of the parent company was acquired by group Soufflet. As a result of the reorganization Kazakh malthouse accordantly came under control of even bigger international company Soufflet and started working more actively on cooperation with growers and on malting barley quality control. However, although the plant capacity could fully satisfy need for raw materials of the national producers, the malt for expensive beer sorts is still imported from abroad and in comparatively big volumes.
Lack of barley of acceptable quality is still an acute issue for Tekeli malthouse according to the local administration. Because of problems with acceptable raw materials, during last two years the enterprise has to stand idle in summer, waiting for the grain of new harvest.
In 2010, when the world and the local markets were affected by malt overproduction in 2008-2009, Soufflet demonstrated fast production growth which was supported by positive dynamics of the local brewers. But in 2010 there was a dramatic change on the barley market and in 2011 the volumes of the plant malt production started falling. Despite the …% production cut, the company revenue growth in 2011 was proportional and totaled …%. The company apparently increased selling prices considerably. However the outrunning growth of the raw materials cost price connected to higher prices for brewer's malt led to a serious decline of the company's total profit. In 2012 the company saw even bigger production decline, that is by …%.
At the beginning the malt production cut coincided with the negative tendency of the brewing industry in Kazakhstan. However, when in 2012 the local beer producers demanded more malt, the plant, as we see, continued to reduce the production.
The key Soufflet outlet, apart from the national one, was and still is Uzbekistan. Essentially, it is this country's demand for malt that defines the company's export dynamics. About ten big enterprises importing malt operate in the domestic market. But in 2011 the most prominent local producer, Uzbek subdivision of Carlsberg started experiencing pressing from the government, which first led to delivery interruptions and then even to enterprise operation halt. The malt import to Uzbekistan, accordingly, shrank. Next 2012 turned out to be unsuccessful for all beer producers. Their production is ranked as strong alcohol and their distribution as category was sharply restricted which negatively affected the sales against the background of the selling price growth.
The structure of the malt import to Kazakhstan has changed considerably for the last five years. Prior to the crisis against the background of malt price growth and of the intensive breweries proliferation, producers opted for expensive … malt. And …, though being an important supplier, practically stopped deliveries to Kazakhstan in 2008, when Kazakhstan earlier than many other countries faced recession. Then the significance of … grew again and the suppliers from far-abroad countries eventually disappeared from the market, and … being Customs union partner of Kazakhstan became the leading supplier by the volume of deliveries.
Prospects for 2013 inspire some optimism, as Russian, Belarusian, and Ukrainian agricultural producers gathered a rich crop of qualitative malting barley. They will be able to give a full load to malthouse Soufflet, if only foreign malt producers have not concluded contracts for year with Kazakh brewers yet.
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