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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.

China. What brands are more appreciated in the beer market?

On 24 March, the Xinhua News Agency released an annual report “Food Brand Reputation 2015”. Tsingtao Beer, Snow Beer and Yanjing received the highest index IWOM among beer brands.

A beer brand IWOM index consists of 6 major degrees: brand awareness, consumer performance, quality distribution, the company’s reputation, brand recognition and brand health check.

Due to a continued presence in the market, brand awareness index for Tsingtao Beer (7.78), Yanjing (6.66) and Snow Beer (5.9) is the highest in the country. Five brands: Tsingtao, Carlsberg, Heineken, Yanjing and Snow Beer are the leaders by consumer performance index. For Budweiser, Harbin and Zhujiang Beer, this index was low. They need to pay more attention to feedback from customers to better satisfy their needs.

Yanjing, Heineken and Kirin received the highest recognition, but a brand performance index of Budweiser, Harbin and Carlsberg was unsatisfactory.

Tsingtao Brewery and Snow beer are the brands with good corporate reputation, but they are susceptible to the negative impact of information distributed about them in the press. The manufacturers can shape the brand image using SMM due to the growing importance of the Internet for promoting the products.

28 Мар. 2016



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