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3-2019

Russia: Positions of Brewing Companies

The review contains an analysis of interim performance of brewers in the first half of 2019. There are rather dynamic changes behind a modest industry growth. Baltika is again experiencing a stage of volumes and market share slid due to competition with AB InBev Efes. Because of the price competition and presence expansion in the modern trade company #2. has come close to the leading position. At the same time sales of Heineken Russia have continued growing which makes the premium part of the portfolio heavier. The market premiumization trend had been also confirmed by import brands. MBC and Zavod Trekhsosenskiy have been the most successful among federal market players. The market share of independent regional brewers and Ochakovo have continued falling as they are being squeezed out by the market leaders at their competitive fields.

Ukrainian beer market 2019: companies and brands

In 2019 beer production and market have been still fluctuating about zero point. However, the past season was successful for brewers judging by the sales profitability. The price mix has improved due to rapid general market premiumization, as well as its particular aspect, the growth of import beer sales. By the season end AB InBev Efes improved its positions considerably. It turned out that consumers had not forgot Efes brands that had to leave the market, but started to recover rapidly. Against the stagnating market that meant sales decline of other companies, in the first place Carlsberg Group that most of all beneficiated from Efes exiting the market. PPB turned out to be stable to branding activity of its competitor and Obolon kept the same volumes and at the moment it is the absolute leader of the economy segment. The share growth of independent producers took place thanks to leading craft breweries, that so far do not have a big market weight, but they are rapidly gaining it.

Brewing industry in Kazakhstan 2019

During the first half of 2019, the majority of Kazakh brewers made their contribution into positive dynamics. Yet it was companies of the lower division, not the two transnational leaders that raised their production and sales. The shares of draft beer and aluminum can which is rapidly squeezing glass bottle out of the market, have been growing. The price segmentation has remained stable despite the substantial rise of retail prices and fluctuations of brand market shares, while the borders between segments have become blurred. The main events in the industry have been: the announced revision of the beer excise policy, launch of BeerKhan brand in the strong beer segment, and most important – purchasing assets of Shymkentbeer by Arasan.

Japan. Retailers move into brewing

Major retailers are stepping up efforts to compete with leading beer manufacturers by developing and marketing low-priced house-brand beer.

In recent years, these retailers have been increasing their sales of low-priced beer and beerlike beverages as the domestic beer market shrinks.

The market includes conventional beer, low-malt happoshu and no-malt "third-category" beerlike products often made with soybeans, corn or peas.

The private brand beer items marketed to date are mainly third-category items.

Supermarket chain operator Aeon Co. started marketing its own beer product, Topvalu Barreal Lager Beer, on Tuesday. Aeon's new product is the nation's first private- brand regular beer. The 350-milliliter can of Barreal beer is priced at 158 yen, about 20 percent to 30 percent cheaper than rival products marketed by major beer companies. Aeon has said it aims to sell 100 million cans a year.

According to Aeon, the low pricing is made possible by measures such as outsourcing the beer's production to a South Korean brewer and cutting shipping costs with the use of its distribution networks.

Kenji Horii, general manager of Aeon's Topvalu merchandise division, said Monday at a press conference, "We've now reached the point that we need to reconsider the conventional wisdom in the beer industry."

Another leading supermarket chain operator, Daiei Inc., released the third-category beerlike product "Neu Welt" in 2007, while Seven & i Holdings Co. introduced a similar product called "The Brew" in 2009. Other retailers also have focused on third-category beerlike products for their house-brand products.

Home center chain operator Cainz Home has also made inroads into this field by launching its "Kogane" beverage in August last year. Such beerlike products are priced 10 percent to 40 percent lower than beer products from major brewers.

In the first half of this year, shipments of third-category beers developed by retailers are estimated to rise to 7 million cases, a 70 percent increase from the previous year, accounting for more than 3 percent of the nation's beer market.

Major brewers have begun to view such private-brand products with trepidation.

"As the economy has stagnated, low-priced private-brand items are likely to establish their position. We have to fend them off by improving our brands," an official of one brewer said.

10 Авг. 2011

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