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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.

Thailand. After the growth of the beer market in 2015 to 3.8% it is expected the decline in 2016

The brands of Asia Pacific Breweries (APB) Group remain the most popular in Thailand. The best proof is the leading position of the flagship brand Heineken, which almost entirely forms the largest premium segment of the beer market.

Maintenance of the status and reputation requires a flexible marketing policy not only from Heineken. In the new season the importers provided beer with new flavors and updated packaging to better meet consumer preferences. Cheers beer has completely changed the design of cans in honor of the 10th anniversary in the Thai market. Heineken has launched a campaign called «Shape Your City» in order to attract more consumers.

However, not only the packaging, but the prices on beer have changed from April 1. In retail they grew by 10-15 baht. So, one bottle of Singha beer 330 ml or Leo costs 39 baht, the same price of 630 ml Elephant Beer. Heineken of 320 ml costs 44 baht, and 490 ml costs 49 baht, Thansettakij writes.

The total volume of the beer market in Thailand in 2015 is estimated at 1.39 trillion baht, which is 3.8% more than in 2014. In real terms the market grew by 1.3% to 1.5 billion litres. Heineken is the undisputed leader in the premium segment, with a market share of 96%, which amounts to 6.54 billion baht. Mainstream segment is mainly represented by Leo brand, which accounts for 66.4% of sales and by Elephant Beer with 26.7%. Economy segment is 3.3 billion baht and represented by the only brand Asha with 100% market share.

According Thansettakij, in 2016, it is expected the fall of the beer market by 3.5% as a result of the general economic decline in the country, reduction of the purchasing power of the population and increasing of beer prices.

12 Апр. 2016

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